There’s a quiet revolution brewing in India’s cafés, and it’s not just about the beans. A new generation of coffee lovers, curious, experimental, and unapologetically global is reshaping what it means to sip, savour, and socialise. Gen Z, with its thirst for experiences over routines, has become the catalyst for a beverage culture that’s as much about self-expression as it is about caffeine.
Take a stroll through the aisles of any urban Starbucks, and you’ll find the familiar scent of espresso mingling with something a little more exotic. Their latest lineup of Refreshers®, featuring flavours like Kiwi Calamansi and Lychee Raspberry adds an electric splash of colour to the menu, unapologetically playful and loaded with fruity punch. These non-dairy, green coffee-infused drinks are light, vibrant, and tailored for a generation that wants function with fun.
Mitali Maheshwari, Head of Product and Marketing, TATA Starbucks, says, "Over the past few years, Gen Z has been redefining beverage consumption. For them, it’s no longer just about taste, it’s about mindful choices and immersive experiences. This shift is reflected in their growing curiosity around beverage origins, ingredients, and craftsmanship. To cater to this evolving GenZ palate, we introduced Starbucks Refreshers, fruit-forward, dairy-free beverages made with green coffee extract. Gen Z has always been quick to follow trends, and among the standout ones today, Matcha has emerged as a Gen Z favorite. While it may be newly trending across India, Matcha has been a part of the TATA Starbucks story for a long time. From the classic Green Tea Latte and Green Tea Cream Frappuccino to creative beverages like the Iced Strawberry Matcha Latte and Iced Matcha Espresso Fusion, we’ve consistently blended tradition with trend. We even brought Matcha into our food offerings with innovations like the Mango Matcha Cake, launched during peak summer as a seasonal treat."
At the same time, the brand’s Cold Brew, slow-steeped for 48 hours, continues to find favour with those who appreciate depth and smoothness, without compromising on convenience.
"GenZ also seeks a deeper understanding of coffee, its origins, stories, and how it’s crafted. At our Starbucks Reserve and coffee experiential stores, we meet this demand with a curated selection of specialty coffees, including the Starbucks Willow Blend, Single-Origin Zambia, Colombia, Pike Place Roast, and House Blend. These come with extensive customization, diverse brewing techniques, and a variety of espresso beans, inviting coffee enthusiasts into a more immersive and informed coffee journey," Mitali adds.
Meanwhile, homegrown disruptors like Third Wave Coffee are blending craft and culture in a way that’s both elevated and inclusive. Their journey with matcha, introduced quietly in 2019, has grown into a robust category, now featuring inventive offerings like Vanilla Matcha and Strawberry Matcha Bubble Tea. Long before matcha was cool on the ’gram, Third Wave was seeding curiosity, educating palates, and building a loyal following for the subtly bitter, earthy green tea.
“In the last few years, India’s coffee culture witnessed a new dawn of evolution - with new age trends, experimentation at the core, and coffee moving from functional to an experience-led ritual. At the epicenter of this transformation are Gen Z and younger consumers who crave fun, functional, and globally inspired beverages. At Third Wave Coffee, we remain rooted in coffee while constantly evolving with our community. Whether it’s the loyalist who loves their perfectly pulled espresso or the curious explorer drawn to global formats, we craft with intention for every kind of palate," says Anirudh Sharma, Co-founder, Third Wave Coffee.
The same instinct for foresight can be seen in their latest venture Bobbles. What began as a seasonal trial in May 2025 has ballooned into a full-fledged category, tapping into the global bubble tea craze with an Indian twist. It’s a category that speaks directly to Gen Z’s appetite for fun, flavour, and novelty, without straying from quality or authenticity.
"Our journey with Bubble Tea or 'Bobbles', as we’ve branded it—began in May 2025 as a seasonal experiment. As demand grew, we committed to scaling it into a full-fledged category. We spent months perfecting the range, from sourcing real ingredients to refining the texture and mouthfeel—to ensure every drink delivers a truly authentic experience. The new Bobbles lineup now features nine bold flavours. Ultimately, innovation is part of our DNA. Whether it’s Coffee or beyond that, our mission is to create experiences that resonate across different moods, moments, and dayparts - while staying true to the values of quality, consistency and craft," Anirudh adds.
It’s not just the usual suspects getting a makeover. Costa Coffee, one of the first international café chains in India, has rebranded many of its outlets into vibrant, hangout-friendly zones with curated cold brews, flavoured lattes, and even plant-based options that appeal to evolving dietary preferences. Their new summer coolers aim squarely at the youth looking for something outside the traditional cappuccino template.
“For Gen Z, coffee is more than a beverage, it represents personal identity, and storytelling. This has redefined coffee’s presence in daily life, creating space for innovation, customisation, and creativity. Costa Coffee has long engaged with dynamic consumer behaviour, introducing new formats and flavours that align with emerging tastes and lifestyles. For us, innovation is not just a function, it’s embedded in how we observe, adapt, and lead within the coffee space. Latest additions in our portfolio such as the Iced White Mocha, Jamun Sparkler, and Sparkling Americano are a direct outcome of this approach. As consumer preferences become more layered and global and local influences merge, we aim to deliver not just a drink but an experience that speaks to individuality, creativity, and connection," says Aparna Chopra, Head of Franchise Emerging Markets - India, SEA & Japan, Costa Coffee.
Even the ritual of coffee drinking has undergone a transformation. Coffee rave parties are popping up in metros, blending beats with brews. Starbucks, not typically known for its nocturnal vibes, recently hosted one such event, embracing the café-as-club energy that’s catching on across urban youth hubs. For many, the café is no longer a quiet corner for contemplation, but a pulsing venue for community, creativity, and caffeine-fuelled expression.
"Coffee rave parties are flipping the script on traditional brand activations. They’re immersive, energetic, and emotionally charged. Music, movement, coffee, and community coming together under one roof create an atmosphere of shared joy and cultural exchange. It’s no longer about selling a product it’s about creating a feeling, a memory, a moment. These events also appeal to the wellness-minded Gen Z consumer who craves connection minus the hangover caffeine-fueled but conscious. That’s exactly what inspired us to launch Kaizen’s Coffee Rave on July 26 at our wellness studio in Goa, an event where movement meets music, caffeine meets culture, and community meets connection. With a live DJ, a globally-inspired tasting flight, trivia rituals, and storytelling-led setups, we’re inviting people into a new kind of coffee experience one that aligns with the Kaizen way of slow sips, full presence, and joyful gathering," says Prerna Khetrapal, Founder of Kaizen.
The broader shift is unmistakable: beverages are becoming the new medium of identity. Whether it's a Strawberry Acai Lemonade Refresher in hand, a Mango Bobble on the go, or a cold brew on your stories, what you drink is increasingly a reflection of who you are, or at least who you feel like being in that moment. Functional ingredients, international formats, aesthetic packaging, and share-worthy colours have turned beverages into both lifestyle and language.
"We are seeing growing interest in formats like coffee mocktails, manual brews, and cold infusions. These offer a more hands-on, flavour-forward experience that feels both modern and personal. Matcha is also finding space on menus as a light and refreshing option. What started as a health-conscious choice has now become a lifestyle statement, but for most, coffee remains the anchor. What is particularly exciting is how regional differences are shaping this journey. In the South, traditional filter coffee is still deeply loved, while also sitting alongside innovative brewing techniques and strong café communities. In the North, more café-led experiences, tasting events, and creative beverage formats are introducing new ways to enjoy coffee. As a coffee-focused brand, we are here to celebrate all of it, the traditions, the trends, and the conversations that happen over a great cup," says Abhinav Mathur, MD, Something’s Brewing and Kaapi Machines.
This is just the beginning. As health-consciousness grows and attention spans shrink, brands are racing to balance nourishment with novelty. Adaptogens, probiotic blends, coffee mocktails, and regional superfoods are already bubbling under the surface, waiting to become the next big thing. With Gen Z leading the charge, the future of India’s café culture looks less like a menu and more like a moodboard, ever-evolving, endlessly creative, and wide open to interpretation.
