To increase CCD's market presence in India and abroad, Coffee Day Holdings, the parent company of CCD, has secured investments totalling million from UK based firm Standard Chartered Private Equity Limited and US based private equity and venture capital firm New Silk Route Partners. CCD is expanding their market reach through brand extension by launching mineral water, cookies, and chips under their brand name.
Barista has added a variety of cookies, chocolates and ice creams to their offerings under the same principle. While CCD's competitors like Barista Lavazza and Costa Coffee focus on the top 20 percent of the Indian consumers, who are able to afford over per espresso drink, CCD caters to all except the lowest 25 percent.