India’s leading specialty coffee brand Third Wave Coffee has launched its 23rd store at Mumbai. The new cafe marks its 6th collaborative space with Crossword Bookstores and is located in the bustling neighborhood of Santacruz.
Rajat Luthra, CEO, Third Wave Coffee said, “At Third Wave Coffee, our goal has always been to create spaces where people can connect over great coffee.
Mumbai offers an extremely versatile tapestry of customer profiles and a vibrant culture, giving us an opportunity to innovate and experiment further.
This new store in Santacruz not only strengthens our footprint in Mumbai but also reinforces our commitment to fostering community connections and supporting a culture of reading and learning.”
Situated within the vibrant neighborhood of Santacruz, the cafe blends modern design with cozy vibes, featuring global literary gems and high-quality coffee. Bookworms can indulge in an immersive experience with a captivating read and their favorite coffee.
“With consumers becoming more discerning about their coffee, they are now seeking deeper experiences that go beyond the brew. Our partnership with Crossword Bookstores strikes the right chord in this regard.
Having witnessed the positive response to our co-located stores, we couldn’t be happier about strengthening this relationship”, Rajat added.
The recent rise in India’s cafe-bookstore culture reflects a shift in consumers seeking unique and engaging cafe experiences.
Nidhi Gupta, Director at Crossword Bookstores said, “Situated within the inviting ambiance of the Crossword Bookstore, this new Third Wave Coffee store offers patrons the perfect setting to enjoy a premium coffee experience amidst a haven of books.
This collaboration continues to merge the worlds of exceptional coffee and literary enrichment, providing an ideal spot for coffee enthusiasts and book lovers alike”.
With a meticulously curated menu featuring a range of coffees, expertly crafted beverages, and delicious snacks, customers can expect a unique and enriching coffee journey, enhanced by the extensive book collection that Crossword Bookstore offers.
Book Cafes are not new in India or in the world. Globally, many small cafes came up within bookstores in the 90s, making it easier for coffee connoisseurs as well as book lovers to indulge in their favourite areas.
Starbucks had a tie-up with US book store chain Barnes & Nobles, which were shut down a few years ago. In India, Cafe Coffee Day had several cafes within bookstores such as Crossword, Odyssey, to name a few.
Thanks to the e-commerce wave since 2012, visitation to book stores reduced radically as online platforms were selling books at 2/3rd its price, thereby driving ardent readers to look elsewhere than physical shops.
Chains like Landmark diversified beyond books, adding categories such as stationery, toys, perfumes, etc. which ended up booing book lovers and thereby, instead of incremental sales and profits, book stores lost their critical mass of consumers.
The trend is slowly reversing, especially with Crossword under its new Management started scaling up their business, after its previous owner Shoppers Stop exited the business completely.
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