Costa Coffee – British coffee chain has reworked its India strategy to turn profitable and expand its footprint. The new strategy involves closing unprofitable locations, segmenting strategy for different locations, changing the look and feel of outlets and customizing the menu to better suit the Indian palate. At present, Costa has 40 outlets operational across India.Devyani International, a subsidiary of Ravi Jaipuria owned RJ Corporation has a master franchisee agreement of Costa Coffee which is looking to expand only at metros. The company is planning to expand its outlets more than six fold to between 250-300 outlets by 2014. The chain has also introduced innovation in terms of Indianising the menu.As part of the restructuring, Costa will have four key formats situated at airports, malls, high streets and IT parks. It has also introduced something called the off premise business where we are setting up kiosks in marriages, and seminars meetings.