Popularly known as CCD, the company was the market leader it café retail market in India. He felt that it was an indication that demand for specialty coffee was rising every year. To attract customers CCD, had also revamped its menu. CCD stores at National Highways served Indian, the functional need of consumers was coffee and conversation. Now, the consumer is spoilt for choice.However, he was not too concerned about the competition as he felt that the category was still small and can grow by 40% in the next few years.