This collaboration leverages Wow! Momo’s culinary expertise and The New Shop’s extensive presence, creating a synergy expected to boost sales and enhance customer loyalty. As consumer preferences shift towards convenience and variety, this partnership aims to meet these evolving market demands by offering innovative and delicious food options.

Founded in March 2019, The New Shop operates through a franchise-owned and operated model, offering a diverse range of products including snacks, beverages, personal care items, home care products, pet care supplies, confectionery, hygiene needs, and ready-to-eat foods. The chain has more than 150 stores across 30 cities, with an average inventory of 2,000 SKUs. Recently, The New Shop updated its logo to ‘New Shop’ to better reflect its vision and values. The new logo emphasizes on innovation, modernity, and a customer-centric approach, as highlighted by Co-founder Aastha Almast.

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Commenting on the launch, Rajat Luthra, CEO, Third Wave Coffee, said, “This launch underscores Third Wave Coffee’s commitment to creating nationwide coffee experiences and expanding our PAN-India presence with innovative coffee solutions. With over 100 stores, our goal has always been to create spaces where people can connect over great coffee. This new store in Santacruz not only strengthens our footprint in Mumbai but also reinforces our commitment to fostering community connections and supporting a culture of reading and learning.”

The café has a modern design blended with cozy vibes, featuring global literary gems and high-quality coffee. Book lovers can indulge in an immersive experience, pairing captivating reads with their favorite coffee.

Discussing the partnership with Crossword Bookstores, Luthra added, “Consumers are becoming more discerning about their coffee, seeking deeper experiences that go beyond the brew. Our partnership with Crossword Bookstores strikes the right chord in this regard. Having witnessed the positive response to our co-located stores, we couldn’t be happier about strengthening this relationship.”

The menu at the new store includes a variety of coffees, beverages, and snacks, allowing customers to enjoy a unique and enriching coffee experience, enhanced by the extensive book collection offered by Crossword Bookstores.

The growing cafe-bookstore culture in India reflects a shift in consumer preferences towards unique and engaging café experiences. Nidhi Gupta, Director, Crossword Bookstores, said, “Situated within the Crossword Bookstore, this new Third Wave Coffee store offers patrons the perfect setting to enjoy a premium coffee experience amidst a haven of books. This collaboration continues to merge the worlds of exceptional coffee and literary enrichment, providing an ideal spot for coffee enthusiasts and book lovers alike.”

Since its inception in 2016 with a single store in Koramangala, Third Wave Coffee has experienced rapid growth, expanding to over 100 stores nationwide. Recently, the company raised $35 million in Series C funding from Creaegis and existing investor WestBridge Capital.

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