ABSTRACT Including Coffee consumption in India has evolved rapidly over the past decade, driven by significant socioeconomic and cultural transformations. Traditionally a tea-dominant nation, India is now witnessing a substantial behavioural shift as young, urban consumers increasingly adopt coffee as part of their lifestyle, identity and daily routines. This study examines the emerging trends shaping India’s coffee consumption landscape and identifies the key determinants influencing consumer behaviour, demographic characteristics, café culture exposure, home-brewing adoption, digital commerce, product innovation, and premiumisation. A mixed-method approach was employed, combining secondary data from leading industry sources (Coffee Board of India, CRISIL, Mintel, Ken Research) with primary data collected through an online survey of 100 urban respondents aged 18–30. The survey captured information on consumption frequency, preferred formats, café visitation patterns, online purchase behaviour, taste perceptions, and awareness of specialty coffee. Data analysis using descriptive statistics, correlation tests and regression modelling highlights the sociodemographic and behavioural factors that significantly contribute to rising consumption. This research provides valuable insights for café chains, roasters, manufacturers, and policymakers aiming to understand and tap into India’s evolving coffee ecosystem. It also identifies critical research gaps, including rural consumption patterns, long-term behavioural tracking, and price sensitivity analyses, offering directions for future academic inquiry into India’s dynamic beverage market.