Costa Coffee India master franchisee Devyani International Limited (DIL) has heralded the coffee brand as a “key anchor” to its growth strategy, despite reducing its store count of the business for the first time in more than five years. “Having identified India as a high-potential market for sustained growth, Costa Coffee continues to expand its geographic footprint in the country,” the report reads. Costa is also buying into Gen Z and Millennial tastes, citing a shift from tea to specialty coffee in the region as a strong opportunity. “The coffee culture in India has emerged as a niche opportunity,” the report continues. “Costa Coffee’s brand proposition is focused on capturing this niche, created by the massive shift from tea to specialty coffee among Gen Z and Millennials.