Product details

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Published by: Amity Research Centers
Published in: 2023
Length: 6 pages
Data source: Published sources

Abstract

EL&N London (EL&N), a privately owned boutique café group operated a chain of EL&N Cafés. The company's first café, EL&N London Park Lane was set up in Aug 2017. The cafés set up by EL&N had pink interiors, iconic flower walls with nestled neon signs. A team of baristas and chefs provided delectable food and drinks. The cafés unique aesthetics, artistic interiors, photogenic backdrops and their products had made them the world's 'most Instagrammable cafés'. EL&N had expanded, and it had 27 cafés across seven countries in Europe and the Middle East. EL&N in April 2023 had entered into an exclusive franchise partnership with Reliance Brands Limited (RBL) to open its Instagrammable cafés in India. Market analysts had said that there was plenty of potential for coffee chains to grow in India. However, EL&N and RBL would face a number of challenges to grow the business in India. There were several well-known global coffee chains and local brands operating in India. EL&N Cafés would have to adapt to local preferences and food habits. There were operational challenges too. Would RBL's partnership help EL&N to expand its Instagrammable Cafés in India?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2023.

Geographical setting

Region:
World/global

Featured companies

EL&N London
Type:
Privately held
Industry:
Food & beverage
Reliance Brands Limited
Type:
Public company
Industry:
Retail

About

Abstract

EL&N London (EL&N), a privately owned boutique café group operated a chain of EL&N Cafés. The company's first café, EL&N London Park Lane was set up in Aug 2017. The cafés set up by EL&N had pink interiors, iconic flower walls with nestled neon signs. A team of baristas and chefs provided delectable food and drinks. The cafés unique aesthetics, artistic interiors, photogenic backdrops and their products had made them the world's 'most Instagrammable cafés'. EL&N had expanded, and it had 27 cafés across seven countries in Europe and the Middle East. EL&N in April 2023 had entered into an exclusive franchise partnership with Reliance Brands Limited (RBL) to open its Instagrammable cafés in India. Market analysts had said that there was plenty of potential for coffee chains to grow in India. However, EL&N and RBL would face a number of challenges to grow the business in India. There were several well-known global coffee chains and local brands operating in India. EL&N Cafés would have to adapt to local preferences and food habits. There were operational challenges too. Would RBL's partnership help EL&N to expand its Instagrammable Cafés in India?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2023.

Geographical setting

Region:
World/global

Featured companies

EL&N London
Type:
Privately held
Industry:
Food & beverage
Reliance Brands Limited
Type:
Public company
Industry:
Retail

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