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Coffee Through The Decades

1920’s

The 1920s are often referred to as the “Jazz Age.” It was the era of jazz music, flappers, and prosperity. During this period, even though speakeasies were more popular, the number of coffee shops in America grew. In India, the 1920s were significant because it was during that decade that the Non-Cooperation Movement came up under Mahatma Gandhi’s leadership. Back then, coffee was made in coffee pots in the traditional way, much like the present. An early version of Arabica coffee was first cultivated in India in the 1920s as well, and it was named “Kent” after the Englishman L.P.Kent, who was a coffee planter himself.

1930’s

The 1930s were characterized by the Great Depression, which was an economic downturn that affected many countries of the world. In India, this was the time of the Great Salt Satyagraha, which was a civil disobedience movement in India against the imposed taxes on salt, which is a very basic commodity. In this decade, a liquid called “Camp Coffee” came about, and though most people preferred to make their coffee the old-fashioned way, camp coffee also had a large following solely because it was easy to make. Ninety-eight percent of the population in America was drinking coffee regularly by this time as well.

1940’s

The 1940s are usually called the “war years” and are one of the most sorrow-filled decades of the century, but it was also full of optimism and hope for a new world after the war. In the 1940s, Idia crossed the bridge from Colonialism to Independence when we achieved Independence on the fifteenth of August in 1947. Much like the previous decade, coffee in the 1940s was primarily made in the traditional way, although some people preferred to use liquid coffee decoctions as well. In the early 1940s, Indian filter coffee, which is a most delicious beverage, gained popularity.

1950’s

The 1950s were marked by the post world war boom and the rise of the civil rights movement in America, and the independence movements of various other previously oppressed countries. The 1950s were the first entire decade after the end of World War II and is remembered as a prosperous time of recovery from the Great Depression. For India, this was the beginning of a brand new era, the Era of Independence. This decade also saw a rise in the overall consumption of coffee around the world, and it was generally made with Colombian and Robusta coffee beans at the time. Coffee was available for rates as cheap as two dollars during the 1950s.

1960’s

The 1960s were one of the most stormy decades in world history, marked by the civil rights movement, the Vietnam War and antiwar protests, political assassinations, and the emerging “generation gap.” For India, the 1960s were significant due to the Indo-Pakistani war. The conflict began following Pakistan’s Operation Gibraltar, which was designed to infiltrate forces into Jammu and Kashmir to precipitate an insurgency against Indian rule. Coffee consumption dropped to almost 7 kilograms by the 1960s, but that was mainly down to improved processes. In 1962, 75% of adults were coffee drinkers, and they drank around three cups of coffee per day. Manufacturers and retailers also spent huge sums advertising coffee.

1970’s

The 1970s are remembered for the Watergate scandal, environmental movements, women’s rights, gay rights, the Vietnam war and the energy crisis. Still, it was also famous for bell bottoms and the rise of disco. During the 1970s, India experienced war, inflation, student and widespread protests and, most importantly, the Emergency of 1975-77, a twenty-two-month period when Prime Minister Indira Gandhi suspended constitutional rights and democracy and governed strictly. In the 70s, most coffees were powdered, but freeze-dried and granular coffee were also becoming popular. For people who preferred a milder drink, several brands of mild instant coffee were also on the market.

1980’s

The 1980s are often referred to as the “Decade of Greed.” Mostly known for “big hair,” New Wave, punk rock, funk, or preppies, the eighties were indeed a particular time to be alive in. The 1980s completely transformed India, it was accidental, but the changes were massive. The entire Indian economy and the banking system went through some pretty significant changes. Making to-go coffee cups popped up in the eighties. People were thrilled with the idea of having their favorite beverage anywhere they wanted at any time of the day. The decade’s most popular drink was sweetened iced coffee, much like today.

1990’s

Compared to other decades, the 1990s are remembered as a period of relative peace and prosperity. Significant changes in communication, business and entertainment came about as well. The nineties were an essential decade for India as well; Economic growth rates increased as policies were liberalized, though not as quickly as in China. Urbanization was also very slow compared to that in China. The rate of growth of population and fertility rates decreased. The 1990s were an essential time for coffee as well because this was when the coffee industry reached peak popularity. It was also referred to as the “Safe Drug of the Nineties.”

2000’s

The 2000s were littered with recessions, stock market crashes, financial scandals, antitrust cases, and flat-out disasters all around. But the decade was also known for hoodies, graphic t-shirts, and vintage thrift shop tees. All through the 2000s, the reassuring presence of Sachin Tendulkar, VVS Laxman, Rahul Dravid and Saurav Ganguly calmed and excited many Indian citizens. It was also a time when technology evolved, and the internet was used more widely than before. Although coffee was famous in South India for a long time, the beverage gained nationwide popularity only in the 2000s.

2010’s

The 2010s saw an even more drastic change in technology than the nineties and the 2000s. It was in this decade that Apple released its first iPad, wireless headphones became famous and much more. The decade is also often referred to as “The Teensies.” Throughout the 2010s, various electronic dance subgenres have conquered the music scene, such as a house, dubstep, drumstep, hardstyle, electro house, techno, trance, synthpop, electropop, and trap. In the 2010s, coffee consumption in India crossed the ne lakh ton mark; that’s a lot of coffee! And India’s overall coffee exports increased too. This was when even more people from before started falling prey to coffee and its various other drinks; it was the time of pumpkin spice lattes and caramel frappes.