1 CONSUMER PERCEPTION TOWARDS TEA AND COFFEE BARS IN THE DELHI-NCR ABSTRACT India consumes the largest quantity of tea in the world, accounting for nearly 14% of global retail volume sales. Since tea is the most traditional and affordable beverage in India, therefore, it is perceived as being old fashioned. Furthermore, in the south, coffee is bigger as a proportion of total hot drinks than in the rest of the country. Local preferences are different in the south, India's main coffee-producing region. However, the scenario seems to be changing in India with the advent of “Tea-Bars” or “Cha- Bars”, which are fashioned on similar lines as coffee-shops but offer tea as the main beverage instead. These have been styled to appeal to the youth as a popular joint to hang out with friends. This research helps to analyze the branding process of coffee shops in India. This report would give the overview of a brief description of the current scenario, customer base and how these brands segment, target and position themselves in the market. Also help doing a market survey of why one particular brand is more popular than the others, market shares and branding tactics of the other players in this industry along with a competitor analysis. The profiling of emerging tea bars across the country, their customer base, segmenting, targeting and positioning and industry analysis. Finally, this project would aim at comparing the market of these coffee shops with that of the emerging tea bars across the country and also analyze the competition between the branded and local tea/coffee shops. World tea production in 2006 was 3523 million kilograms, 103.9 million kilograms more than the previous year. India was the market leader at the international level with regard to production and consumption till recently. However, the latest data (2006) depicted in Fig. 1 demonstrates that China, with 28.9 per cent share of the total world tea production, dominates the market, followed by India with 27.1 percent.