-KH News Desk (editorial1@imaws.org)
Third Wave Coffee, a rapidly expanding specialty coffee brand, has officially launched its presence in Ahmedabad with the opening of two new cafés. The new outlets are strategically located in two of the city’s most dynamic neighborhoods, CG Road and Prahlad Nagar. This launch is a significant milestone in the brand’s national expansion strategy, as it strengthens its footprint in the western market cluster, which already includes Mumbai and Pune, and builds upon its existing outlet at the Ahmedabad airport.
Strategic Rationale: Gujarat’s Rising Appetite for Premium Coffee
The decision to enter Ahmedabad is driven by both high consumer demand and the city’s burgeoning café culture. Rajat Luthra, CEO, Third Wave Coffee, emphasized the unique opportunity presented by the Gujarat market: “We are excited to bring Third Wave Coffee to Gujarat. Entering Ahmedabad is a natural step in our growth journey, driven by consumer demand and the city’s vibrant café culture. What stands out about Ahmedabad is its warmth, hospitality, and rising appetite for premium coffee, values that strongly resonate with our brand ethos. We look forward to earning the same affection here that we enjoy in other markets.”
This strategic move recognizes Ahmedabad not just as a large consumption center but as a city with a distinct culture that appreciates quality and premium experiences.
Tailored Offerings and Community Focus
While remaining dedicated to its core “coffee-first philosophy”—offering signature specialty brews made from ethically sourced beans—Third Wave Coffee has thoughtfully tailored its menu for the local clientele. The brand introduced a Gujarat-exclusive, 100% vegetarian menu crafted specifically for Ahmedabad.
This localized food lineup includes comforting local favorites like Bun Maska and classic puffs, alongside a variety of international options such as artisanal vegetarian sandwiches, wraps, pizzas, quesadillas, and croissant sandwiches. The menu is rounded out with indulgent desserts like Shrikhand Cheesecake, Biscoff Brownie, mousse cups, and an extensive selection of waffles, designed to offer something familiar yet elevated for the city’s palate.
The new cafés are designed to be more than just quick-stop outlets; they are conceived as warm, modern spaces for community building. Each location features 50+ seating capacity, spacious layouts, and an inviting atmosphere ideal for work, relaxed meet-ups, and extended conversations.
Future Vision: Accessibility and Deeper Connections
Looking ahead, the brand’s national strategy focuses on both expanding its reach and deepening its connections with consumers. Rajat Luthra reinforced the dual focus: “As we continue expanding nationally, our focus remains clear—championing great coffee and making it accessible to every consumer, whether they’re visiting our cafés or brewing it at home. For us, growth isn’t just about entering new cities; it’s about building deeper connections, understanding preferences, and creating spaces where people can unwind, gather, and enjoy a truly elevated coffee experience.”
By consistently prioritizing its coffee-forward brand identity while adapting its food menu to local tastes, Third Wave Coffee is positioning itself for sustained growth and aiming to become a major player in the rapidly evolving specialty coffee segment across India.
