Third Wave Coffee brings in New Flavours to India’s Bubble Tea Scene

What started as a seasonal trial quickly became a customer favourite. With growing demand for global flavours among millennial and Gen Z consumers, Third Wave Coffee is now firmly establishing its space in the bubble tea culture sweeping across India. The brand’s latest offering reflects its larger vision to be an inclusive, beverage-first destination that celebrates variety, innovation and personal choice.

Third Wave Coffee, has now officially launched Bobbles, its fresh, flavour-forward take on bubble tea. With nine new options now available across all stores, this marks a bold new chapter in the brand’s beverage innovation journey.

Speaking about the launch, Anirudh Sharma, Co-founder of Third Wave Coffee, shared, “We looked at the trends of how consumer behaviours were changin, that’s when we understood that bubble teas and matchas were becoming major preferences.” He explained that while the brand has served matcha since 2019, the growing consumer appetite for global and diverse drinks inspired this new direction. “We wanted to offer something interesting and new to our existing customers and also something that newer, fresher consumers would come to Third Wave for,” he added.

The Bobbles range is split into two vibrant categories:

Fruit Bobbles feature light and juicy flavours like Peach Grapefruit, Grapefruit Strawberry, and Orange Strawberry, served with popping boba that burst in every sip.

Milk Bobbles, meanwhile, offer richer indulgence. These include Thai Bobbles, Taro Bobbles, Vanilla Matcha, and other creamy delights with chewy boba, made to suit every kind of craving.

Sharma also highlighted the brand’s emphasis on authenticity, noting, “We have really benchmarked our products to where it originates from, and that’s why we’ve imported ingredients that are required for real product delivery.”

From an experience point of view, Bobbles is more than just a new flavour, it’s a strategic move. “During the day, you have different need states. You might not need coffee but still want a beverage,” Sharma explained. “This helps make our offering more relevant through all day parts.”

When asked about his personal favourite, Anirudh smiled and said, “It has to be the Thai tea and the orange grapefruit jasmine bubble tea.”

Looking at the responses, he said, “The response has been phenomenal,” said Sharma. “While coffee is at our core, we’ve always seen ourselves as a beverage-forward brand. Our goal is to stay relevant to all kinds of consumers in our community, whether they start their day with a strong brew or prefer something playful in the evening. The same guest who walks in for their morning coffee might come back later for a different kind of indulgence. The love and enthusiasm from our community pushed us to explore this category further. With our new range, we’re introducing exciting flavours and chewy boba — adding more texture, more fun, and more indulgence to every cup. This launch is another step in our ongoing journey to innovate and craft memorable beverage experiences” 

Looking ahead, for this year, TWC's idea is to focus on quality growth. "We have always focussed on having consistent quality growth where we are looking at unit economics, making sure that we are opening the right locations and doing the right business. But from an expansion standpoint, we just want to go deeper into the markets where we are present in".

"We are currently 165 stores across 12 cities and we would just want to penetrate deeper into
the markets where we are already there," the Co Founder concluded. 

Whether one arrives for a morning espresso or a midday Bobble, the café now offers something for every mood, every moment.