From being a traditional South Indian beverage, coffee has metamorphosed into a drink that is now enjoyed all over the country, with consumption in non- South regions registering an annual growth rate of 45 per cent over the past few years, according to the Coffee Board. While coffee consumption grew by 2.5 per cent in southern states, consumption across the rest of India jumped almost 20 times between 2003 and 2008.A large number of retail outlets operated by well-known brands like Costa Coffee, Cafe Coffee Day and Barista have played a role in popularising the beverage, particularly among youth in the North and West. The new height of coffee corners across the country will bring a new taste of business to the country’s signage players engaging in in-store displays.
