The Inspiring Comeback Story of Cafe Coffee Day (CCD): Startup Case Study
00:00 Intro
01:30 The Downfall of CCD
06:41 Turning it Around
08:25 Future of CCD
In 2019, Cafe Coffee Day (CCD), India's largest coffee chain, faced a crisis when its founder, VG Siddhartha, tragically committed suicide due to immense debt pressures. At its peak, CCD had grown rapidly, but this expansion was heavily financed by loans, leading to a debt of ₹7,214 crore.
Following Siddhartha's death, his wife Malavika took charge, determined to save the company. Over four years, she significantly reduced the debt to ₹1,363 crore, streamlined operations, and closed unprofitable stores, cutting the total number of cafes from 1,752 to 469.
CCD's revenue, which had dropped to ₹582 crore in FY22, has rebounded to ₹924 crore in FY23. The company's operational efficiency has also improved, with average revenue per cafe increasing by 80%.
Despite challenges from new competitors like Starbucks and Blue Tokai, CCD remains the largest coffee chain in India by number of cafes and the second-largest by revenue. The company is now focusing on sustainability and ethical sourcing from its extensive coffee plantations to align with the fourth wave of coffee trends.
Cafe Coffee Day’s journey from a market leader to a company on the brink of collapse, and now on the path to recovery, highlights the resilience and strategic vision required to navigate business challenges. With Malavika at the helm, CCD is rebuilding its legacy, ready to face new market dynamics and emerging stronger in the competitive landscape.
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