MUMBAI: This is an initiative that seeks to encourage the reading habit of bookworms in conjunction with the pleasure of sipping coffee. Café Coffee Day has opened a Book Café in New Delhi. The company claims to have 150 cafes in 37 cities.
 

 
The company started the concept of the book café in select outlets across the country. The aim is to offer customers an even more relaxed café experience by leisurely browsing through an interesting selection of books and periodicals while sipping their favourite coffee.

The partner in this effort is EBD Book Café a bookseller whom Cafe Coffee Day has entered into a strategic tie up for placement and rotation of reading materials that appeal to the discerning customer. The café at Vasant Kunj in the capital is spread over 1400 sq ft. of indoor and outdoor space, set in the trademark youthful Café Coffee Day ambience. It serves a range of coffee recipes and food items.

The company's marketing head Sudipta Sen Gupta explained that published research showed espresso bars are a fast-growing business. The chain sees potential not only in Book Cafés but in similar specialised cafés such as Garden Cafés, Fashion Cafés, Sport Cafés and Music Cafés while retaining the standard identity that has successfully established by Café Coffee Day.

The chain plans to take the number of cafés in NCR from 18 to 29 plus another 14 in the rest of North India by the end of the year. Many of these cafés will be also be equipped with Touch Screen Digital Audio and Video Jukeboxes which are fast becoming a standard feature requested by its customers.