Restaurant India News: Third Wave Coffee Strengthens North India Footprint with Agra Launch

Third Wave Coffee has expanded its North India footprint with the launch of a new café in Agra, located on Fatehabad Road in Tajganj. The opening marks the brand’s entry into the city and adds to its growing presence in Uttar Pradesh.

With this launch, the company now operates over 220 cafés across India, including 66 in North India. The expansion reflects a continued focus on scaling operations in high-growth markets and improving accessibility across regions.

Agra, driven by a strong tourism base and steady local demand, presents an opportunity for organised café chains to target both residents and visiting consumers. The move aligns with broader industry trends where brands are entering culturally significant and high-footfall cities to capture evolving consumption patterns in the café segment.

The outlet is positioned in Tajganj, a key area with a mix of local and tourist activity. The format follows the brand’s standard café model, offering a range of brewed beverages, single-origin coffees, baked products, and quick-service food options. The product mix is designed to cater to changing consumer preferences, including demand for specialty coffee and casual dining formats.

In addition to the physical store, the brand is integrating its digital platform to support operations. Customers can place orders through its mobile app, enabling order-ahead functionality and a more streamlined in-store experience.

Rajat Luthra, CEO, Third Wave Coffee, said, “Our entry into Agra marks an exciting step in our journey as we continue to expand into culturally vibrant and fast-evolving cities across India. We see strong potential in Agra’s growing café culture and are excited to introduce our perspective on coffee and community-driven experiences to the city. We look forward to becoming a part of our customers’ everyday moments as well as their travel experiences."

The expansion is part of a larger growth plan. The company has outlined plans to open 120 additional cafés across India by the end of the fiscal year, indicating an aggressive scale-up strategy in both existing and new markets.

The brand’s growth is supported by its internal capabilities, including a Food Innovation Lab and a roastery with large-scale production capacity. These investments are aimed at maintaining product consistency while supporting network expansion.

The Agra launch highlights the continued momentum in India’s organised café segment, where operators are targeting a mix of metro and emerging cities to drive growth. With increasing consumer interest in specialty coffee and experience-led formats, brands such as Third Wave Coffee are focusing on both physical expansion and operational efficiency to strengthen their market position.