An Alternative to Starbucks the Xero Degrees ( The silent rise of an Indian cafe Brand) (By - Zain. S. Pathan)

Have you wondered or given a thought about an alternative to one of the most prestigious cafe

outlets, The Starbucks ? well if you haven’t there is one which is an Indian cafe outlet  The Xero Degrees .

In the Midst of 2018 two guys from Delhi named kashish Aneja and Shivam Kakkar fed up from their corporate lives decide to follow their passion of  serving people therefore they decided to make a perfect blend of Indian-American cuisine and their final product was what we know today as the Xero Degrees a place of  premium ambience and the delicious Cuisines of Indian-American foods .

This cafe chain has its own interesting marketing strategy which made it expand from one branch in Delhi’s Connaught Place  to 50 plus branches in many  metropolitan cities of India other than their Cuisines and their ambience. What I personally felt interesting was their style of marketing .

In the October of 2023 me with some of my friends decided to pay a visit to the Xero Degrees as it was nearby my college earlier during the start of my college I had heard stories about this place being a premium place in terms of money and there were talks like you should either go to this cafe with a bunch of friends or you should go with your Crush or Girlfriend/Boyfriend  to propose him/her .

 When I entered Xero Degrees I felt something different if we compared it to other cafés like the ambience was completely opposite to what the other cafés have in them. It felt like more of a happening  place to sit for work or either to enjoy with your friends, maybe even for a date.

 The architecture around the walls of Xero Degrees was quite innovative. It spoke of the beauty of that place but now let us come to that phase of their design which is a marketing strategy more than a beauty of designing their ‘mirrors’ around the place.

 Yes folks you guys read that correct its their mirrors which are attracting their major customers I.e the youth of our country now let us understand this game of mirror marketing so for eg a group of friends decide to pay a visit when these guys enter the cafe they see the cafe architecture around they like it and other than that what they find attractive is the mirrors so they decide to take a pic over there with the beautiful architecture around them like basically they click some mirror selfies and upload  it on Instagram either in the form of posts or stories. 

This form  of advertising is considered one of the most effective because the common people consider it as an honest review of that particular . I was also quite amazed by the way the Xero Degrees staff present their food to the consumers. It seems like they are quite aware about the Snap culture that has transformed in these years the culture of Snap sending of the youth. 

The Xero Degrees presented their food in such a way that felt attractive to the youth therefore we usually don’t see Xero Degrees advertisements on Television all their advertisements are done through the Instagram accounts of their youth customers.

 Usually the place is quite peaceful for work as that place is in a big space so people who come to work sit at a different place than the people who come to enjoy this same thing is seen in Starbucks they usually take up a big space for their cafés even in a densely populated area because they wanna create an environment where everyone can come irrespective for what work they are coming for so this is one of those similarities between Xero Degrees and Starbucks .

 So do you guys think that  in the coming 20-30 years Xero Degrees can be a great competitor to Starbucks in the Indian and  global markets?

 Now in terms of their marketing strategy it’s all up to you folks how would you rate these guys please leave us with your response in the comments.