Crafting the First Brew: The Origins of BGA
Ahmed’s journey began in Okara, a small town in Pakistan, where coffee was not a common part of daily life. As he recalls,
“Main apni zindagi mein pehli dafa coffee is tarah nahi peeta tha. Mujhe pata nahi tha k coffee ka asli maza kis tarah ka hota hai”
Translation: “It was the first time I’d ever had coffee like this. I didn’t know what real coffee tasted like.”
In 2009, seeking new opportunities, Ahmed moved to Malaysia, where he first encountered a world of coffee that changed his perspective entirely.
Initially, Ahmed had no formal training in coffee. But in a high-end hotel, where he started as a laborer, he slowly discovered his passion for coffee.
"Jab main hotel mein kaam kar raha tha, toh maine dekha ke coffee kaise banayi jaati hai. Wahan se main samajh gaya ke coffee sirf ek drink nahi, balkay ek art hai"
Translation: “When I was working in the hotel, I saw how coffee was made. That’s when I realized coffee is not just a drink, it’s an art.”
The encounter with Ms. Ayesha, a local trainer, was a turning point in Ahmed’s coffee journey. She introduced him to the importance of bitterness and strength in coffee brewing, which led to his deeper exploration of the craft. He learned that the bitterness of coffee should be balanced carefully, and this understanding became crucial in his future training programs at BGA.
Brewing Knowledge: Tackling Pakistan’s Coffee Education Gap
The biggest challenge Ahmed faced wasn’t opening cafés, it was that Pakistan had no coffee education ecosystem. Most cafés hired people without training, and baristas often learned by trial and error, serving drinks that were inconsistent and poorly made. Customers didn’t know what a “real” cappuccino, latte, or pour-over should taste like.
Ahmed recalled,
“Jab main pehli dafa Lahore aaya aur cafés dekhe, to sab espresso machines to khari thi, lekin unhe chalane wala koi trained barista nahi tha. Coffee bana rahe thay, lekin craft missing thi.”
Translation: “When I first came to Lahore, I saw espresso machines everywhere, but no trained baristas to operate them. Coffee was being made, but the craft was missing.”
The reality was harsh. Pakistan’s coffee market had grown on aesthetics and ambience, not skill. According to Ahmed, fewer than 10% of baristas in major cities had any formal training.
So, education became the core of his strategy. Instead of just opening cafés, Ahmed brought Barista Guild Asia to Pakistan, an internationally accredited academy that could train and certify baristas to global standards.
Ahmed shared.
“Humne decide kiya ke agar Pakistan ki coffee culture change karni hai, toh sirf cafés kholne se kaam nahi banega. Humein logon ko sikhaana hoga — from bean to cup,”
Translation: “We decided that if we really wanted to change Pakistan’s coffee culture, just opening cafés wasn’t enough. We had to educate people — from bean to cup.”
Today, BGA Pakistan has trained hundreds of baristas, raising the quality of coffee across Lahore, Karachi, and Islamabad, proving that knowledge, not just passion, fuels revolutions.
Scaling BGA: From One Location to National Recognition
As Barista Guild Asia (BGA) gained recognition for its top-tier training programs, the academy faced the challenge of expanding its footprint beyond Lahore to serve coffee enthusiasts and aspiring baristas in other parts of Pakistan. The journey from a single location in Lahore to becoming a national name was not just about geographic expansion but also about ensuring the quality and consistency of training, equipment, and the overall coffee culture.
1. Expansion into New Markets
Initially, BGA had focused its efforts on Lahore, which had a growing interest in specialty coffee and coffee culture. As the academy gained popularity, there was a natural demand for BGA’s high-quality training programs in other cities. Expanding to more cities was a goal for the future, but ensuring the quality of training and services remained a top priority.
2. Building a National Brand
By focusing on quality training and offering high-end coffee equipment, BGA built a strong brand reputation. Word of mouth, coupled with high standards, helped solidify its place as a leading coffee academy in the country. The brand’s presence at key events and collaborations with other coffee experts also contributed to its growing influence.
3. Strategic Partnerships
BGA focused on developing strong relationships with local suppliers and coffee equipment manufacturers to ensure that its students had access to the best tools and knowledge. Through these collaborations, BGA was able to offer hands-on experience with top-tier coffee machines and equipment, ensuring that students received real-world experience.
Coffee Market in Focus: Key Trends and Consumer Behavior in Pakistan
1. Growing Demand for Specialty Coffee
According to a report by 6Wresearch, Pakistan’s coffee market is experiencing significant growth, with a projected compound annual growth rate (CAGR) of 12.34% in 2025, increasing to 18.46% by 2029. This growth is driven by a rising urban population with a growing affinity for coffee consumption. This shift also reflects a growing interest among millennials and Gen Z in specialty coffee, which emphasizes quality, sustainability, and the craft behind every cup (6Wresearch.com).
2. Coffee Market Size & Growth
- 2023: Pakistan’s coffee market was valued at PKR 7.2 billion, with PKR 6.5 billion attributed to instant coffee sales.
- 2025: The market is projected to grow at a 12.34% CAGR, reaching approximately PKR 8.1 billion.
- 2029: Estimated market size of PKR 10.5 billion, with a 18.46% CAGR.
- 2030: Projections suggest a market size of PKR 12 billion, driven by increasing consumer demand for fresh coffee and fast urbanization. (6WResearch)
3. Shift Toward Authenticity
Consumers are now looking for authentic coffee experiences. Much like the trend in the fragrance industry, coffee drinkers are becoming more discerning. They want to know where their coffee comes from, the type of beans used, and how their coffee is brewed. The rise in coffee shops offering high-quality coffee brewed from locally sourced beans is a clear sign of this trend.
4. Technological Integration
The coffee industry in Pakistan is also witnessing a surge in technological integration. Smart coffee machines, mobile apps for coffee subscriptions, and online barista courses have all made it easier for coffee enthusiasts to engage with the industry. This trend is helping to create a more educated, tech-savvy consumer base that values both quality and innovation.
Together, these trends validate DINARA’s model: Instagram-first, COD-enabled, design-led, and focused on originality in a market ripe for handmade décor.
Competitive Advantage Analysis – BGA vs Competitors
- Originality of Offerings
BGA stands out from its competitors by offering a unique blend of services. Unlike other coffee academies and cafes that rely on generic training or imported coffee beans, BGA focuses on locally sourced beans and provides customized barista training for those looking to master the craft. This original approach has set BGA apart in a crowded market. - Customer Loyalty
BGA’s focus on quality and education has led to a loyal customer base. Customers trust the academy for its high-quality barista training and consistently premium coffee products. This loyalty has translated into repeat business, with many students returning to take advanced courses or purchase coffee equipment. - Brand Recognition
Through consistent branding and strategic marketing, BGA has established itself as a premier brand in Pakistan’s coffee scene. By aligning itself with international coffee standards, BGA has become synonymous with excellence in coffee education and specialty coffee culture.
Lessons Learned from BGA’s Journey
BGA’s Journey
1. Quality Builds Trust: Consistent excellence in training and coffee turned first-time learners into loyal advocates.
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2. Education Shapes Culture: Training coffee lovers into skilled baristas lifted the entire standard of Pakistan’s coffee scene.
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3. Innovation Fuels Relevance: Embracing new brewing tech and global trends kept BGA ahead in a fast-changing market.
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4. Customer Guide Growth: Listening, tailoring, and delivering what people needed made customer satisfaction the core of success.
What BGA’ Teaches Us
BGA’s journey underscores several essential business lessons:
- Passion Leads to Innovation:
Passion for a craft can turn into a thriving business. By combining his love for coffee with a dedication to quality and education, Ahmed turned BGA into a leading institution in the coffee industry. - Focus on Quality:
Delivering high-quality products and services is key to building a strong reputation and earning customer loyalty. BGA’s commitment to premium coffee education and specialty coffee has positioned it as an industry leader. - Consistency Builds Trust:
Maintaining consistent standards in training and product quality ensures long-term trust and loyalty from customers. By continually upgrading skills and equipment, BGA has built a brand that customers rely on.