The average number of cups of coffee consumed in creased marginally from summer to winter. The North had an increased consumption of cold coffee in summer, showing 60% consuming cold coffee at least once a week in summer. Around 65% of households bought instant coffee and 18% bought filter coffee. Among filter coffee drinking house- holds, 49% were branded coffee drinkers and 51% were unbranded coffee drinkers. In the South, filter coffee was bought mostly from R&G (Roast & Ground) outlets. Amongst coffee consumers in the rural areas, a majority were light drinkers, consuming 1-2 cups every day. About a fifth of rural consumers consumed coffee occasionally A majority of the rural households (71%) bought pack aged and branded coffee powder. Of those, 47% bought instant coffee, and 53% filter coffee