In 1998, coffee as a habit was still alien to many customers (except South Indian). Coffee was still an outsider. But tea was a ritual and consumed for every reason across the day, starting from the early hours. Coffee was a feel-good which was difficult to sustain from a business standpoint.\u00a0\u00a0<\/p>\n\n\n\n
Nestle realized that if instant coffee had to grow in India, it needed to appeal to an audience that was not affected by ritualistic behaviour with beverages. The youth of that time.<\/p>\n\n\n\n
Post liberalization, the youth had a mindset very different from their parents. They lived for today, unlike their parents who saved up for the future. It was a dramatic shift as the youth believed that tomorrow would be better than today contrary to their parents. <\/p>\n\n\n\n
This class was the forerunner of the digital age in India. They were aggressive, experimentative, innovative and made their own decisions. Not constrained by the old career options but willing to try such areas as copywriting, retailing, singing etc. They believed each morning was the start of a new opportunity.<\/p>\n\n\n\n