Brewing Brand Loyalty: How Instagram Influencer Marketing is Reshaping India’s Coffee Industry
Having a hot beverage in the morning is common amongst a majority of the Indian population. Turns out that a certain section of the population feels that the phrases “opening eyes upon hearing the sound of an alarm clock” and “waking up” cannot be used interchangeably. An alarm clock helps in doing the former but the latter can be done by having some caffeine as a fuel to jumpstart the system.
Tirbhawan Singh
24/03/25
India’s coffee industry is experiencing a remarkable boom. According to a January 2025 report from the Press Information Bureau (PIB), Ministry of Commerce and Industry, India is now the seventh-largest coffee producer globally. Coffee exports have nearly doubled—jumping from $719.42 million in 2020-21 to $1.29 billion in FY 2023-24. Domestic coffee consumption has also surged, increasing from 84,000 tonnes in 2012 to 91,000 tonnes in 2023.
This surge in coffee consumption is driven not only by an expanding café culture but also by growing awareness of coffee’s health benefits. As coffee lovers explore premium blends and specialty brews, brands are finding new ways to connect with their audience. One of the most effective strategies?
Influencer marketing
Are you a coffee brand looking to stand out in the highly competitive market? Instagram influencer marketing isn’t just a trend—it’s a game-changer. This study uncovers key strategies that successful coffee brands are already using to build customer loyalty and boost brand equity. Don’t miss out on these insights!
A study, The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry, explores how Instagram marketing influences brand awareness, customer engagement, and brand loyalty in the coffee business. The research found that coffee brands that focus on interaction, entertainment, personalization, and trend-driven content on Instagram see a significant boost in customer attachment and brand loyalty.
So, why does influencer marketing work so well for coffee brands?
☕ Visual Appeal: Coffee is inherently aesthetic, making it a perfect fit for Instagram’s visual-first platform.
📲 Engagement Factor: Customers are more likely to engage with brands that create fun, interactive content.
❤️ Brand Love: When a coffee brand’s Instagram presence is engaging and relatable, customers develop an emotional connection, leading to brand loyalty.
Read the full study here
