Introduction Since ages Indians have been more inclined towards tea rather than coffee. As such, marketing coffee in India can be a tough job. But owing to the marketing strategies of companies like Starbucks, a trend of coffee drinking has started picking up, especially among the younger generation. There are certain local companies also that manufacture coffee. But the quality of such brands is not up to the mark and moreover, the target customers of such companies are the middle class customers. Middle class people include the small business people, professionals. Even the canteens in colleges and universities serve these brands of coffee. It should be understood that the market trends differ from country to country. India is a developing country and as such, the people are not accustomed to the traditions of the Western countries. The existing managerial literature proves that the marketing strategies available for internalization are not basically the same across cultures (Cayla & Arnould, 2008). But as studies and surveys show that India is fast catching up with the Western culture, it is expected that the coffee culture will also soon be prevalent among the people. This report analyzes and justifies a marketing plan for the introduction of instant coffee into the Indian market. The paper also outlines the possible drawbacks and the means to overcome them. The following flow chart demonstrates the graphical representation of the marketing plan. Figure 1: Marketing Plan (McDonald & Keegan, 2002) In this report, we shall analyse the performance of coffee in the Indian market using SWOT and PESTEL analysing methods. Market Analysis/Audit External Audit This kind of audit is done on variables that the organization cannot control. One of the most commonly used tool for analysing the market of any product is PESTEL. It means the Political, Economical, Social, Technological, Environmental and Legal aspects that may affect any business. Figure 1: PESTEL Analysis Economic India is currently the fifth largest economy in purchasing power parity, not mentioning its growing middle class and youth with more disposable income (Johnson & Tellis, 2008). Since the target customers are the youth, the probability of success of instant coffee in India is high. Political India is a huge democratic country and the government is engaged in the welfare of its citizens through various economic policies. The infrastructure system of India is becoming better day by day. These factors can be of advantage to any new company that wants to start its operations in India. Technological India is a fast developing country and as such, the modern technological inventions are being adopted in all spheres of life. Social-cultural The new company may experience uncertainty avoidance from local consumers due to the predominantly Indian tea-drinking culture. The company may also face a cultural distance between its own marketing strategies and those of its partners in joint ventures (Heerden & Barter, 2008). The enormous diversity of India, which is typified by inconsistent policies and social-economic inequalities, may also serve as a hindrance (Johnson & Tellis, 2008). Legal India has stringent policies regarding foreign-owned businesses. There are certain rules to be followed and taxes are impose