Café Coffee Day is a part of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL). ABCTCL have their own 10,000 acres of estates where the coffee seeds are grown. The net worth of the coffee plantations is around US$250–300 million. They are one of the largest producers in Asia to produce Arabica coffee beans. To augment the balance, they also procure coffee beans from 11,000 small and medium coffee growers. Cafe Coffee Day was founded by V. G. Siddhartha from the state of Karnataka. The USP of CCD was providing a broadband internet over a cup of coffee. For over two decades they have brought in drastic changes in the Menu. They have modified their logo with easily identifiable bright-purple-and-red identity. CCD is expanding and exploring its layout to embrace sprawling lounge and squares and crafting sub-divisions for everything from highways to hospitals. This paper attempts to study the journey of CCD in brewing fresh formulations to stay relevant in the market.