Retail CCD's VG Siddhartha no more: Long live the coffee king Updated : August 01, 2019 07:04 AM IST By creating Café Coffee Day, Siddhartha didn’t just build a company, he created an idea. An idea that went on to become an integral part of the Indian aspirational middle-class story. Siddhartha is, and always will be, one of the poster boys of middle-class India’s aspirations. VGS, you’ve touched lives in more ways than you perhaps knew. I wonder if you’d known, would the outcome of your story have been different?