India's coffee boom: Startups brewing a new culture

Coffee has evolved from a mere beverage to a cultural symbol of connection, creativity, and community. While India has long been a tea-drinking nation, the country’s coffee culture has witnessed a surge in recent years, driven by a growing urban population, changing consumer preferences, and a burgeoning café culture. Today, Indian startups are taking this age-old drink to new heights, turning the coffee industry into a dynamic landscape for innovation, sustainability, and growth.

Let's explore the rise of these coffee-focused ventures and how they are redefining the coffee culture in India and beyond.

1. Sleepy Owl: Pioneers of cold brew in India

When it comes to cold brew coffee, Sleepy Owl has become synonymous with the category in India. Launched in 2016 by a group of passionate coffee lovers, Sleepy Owl has revolutionised the way Indians consume coffee, particularly cold brew. The company has transformed from a niche product provider into a household name that caters to a new generation of coffee enthusiasts.

In 2024, Sleepy Owl continues to expand its offerings, moving beyond cold brew and ready-to-drink coffee products to cater to a wider audience. Their direct-to-consumer (D2C) model has allowed them to build a loyal customer base, with their focus on transparency, sustainability, and premium quality setting them apart in a competitive market.

2. Blue Tokai Coffee Roasters: Championing specialty coffee

Blue Tokai, established in 2013, has played a crucial role in bringing speciality coffee to India’s mainstream. They focus on sourcing the best beans directly from Indian coffee estates and roasting them to perfection, creating a transparent supply chain that promotes sustainability and fair trade.

In 2024, Blue Tokai is pushing the envelope with innovative coffee experiences, such as personalised coffee subscriptions, workshops, and artisanal brewing methods. Their commitment to quality, combined with their growing presence both online and in physical café locations, has made them a top player in the Indian coffee startup ecosystem.

3. Third Wave Coffee Roasters: Elevating coffee craftsmanship

Third Wave Coffee Roasters is another startup that has gained considerable attention in recent years for its dedication to coffee craftsmanship. Inspired by the global "third wave coffee" movement that emphasises quality, sustainability, and traceability, the company sources beans from India's top plantations and serves them through precision brewing techniques.

In 2024, Third Wave Coffee Roasters is expanding its retail footprint, opening more cafés across India while maintaining its focus on delivering premium coffee experiences. Their barista-led brewing sessions, along with a commitment to sustainability and ethical sourcing, have helped the company build a strong brand identity in the ever-growing Indian coffee market.

4. Araku Coffee: Empowering farmers and promoting organic coffee

Araku Coffee is a unique player in the Indian coffee industry, known for its strong focus on social impact and organic farming. Araku Coffee, which originates from the Araku Valley in Andhra Pradesh, is both a brand and a movement. It operates as a collective of small-scale farmers who practice organic and biodynamic farming to produce high-quality coffee beans.

In 2024, Araku Coffee’s model of integrating social entrepreneurship with premium coffee production is gaining international recognition. By empowering local farmers and promoting sustainable practices, Araku is not just a coffee brand but a force for social change. The company continues to expand its presence in global markets while advocating for environmentally friendly farming techniques.

5. Café Coffee Day: Reinventing the iconic Indian coffee chain

Café Coffee Day (CCD), one of India’s earliest coffee chain giants, has been a trailblazer in bringing coffee culture to the masses. While not a startup in the traditional sense, CCD’s reinvention in recent years to adapt to the evolving tastes of urban coffee drinkers deserves attention. Faced with stiff competition from international giants and nimble startups, CCD is focusing on modernisation, incorporating new-age coffee experiences, and upgrading its menu to include more premium offerings.

In 2024, CCD is shifting towards a more localised yet contemporary approach, appealing to India’s younger demographic by introducing digital ordering systems, artisanal coffee selections, and trendy café designs. This strategic pivot is helping the chain regain its footing in a market increasingly dominated by boutique coffee brands and artisanal roasters.

The rise of sustainable and ethical coffee startups

As coffee consumption continues to grow in India, the demand for ethically sourced and sustainably produced coffee has risen as well. Consumers are becoming more conscious of where their coffee comes from and how it is produced. Startups like Black Baza Coffee and Subko Coffee Roasters are at the forefront of this movement, prioritising fair trade practices, eco-friendly packaging, and supporting local farmers.

In 2024, these brands are focused on educating consumers about sustainable coffee consumption, partnering with eco-conscious organisations, and promoting biodiversity in coffee farming. Their efforts contribute to the larger goal of making the coffee industry more environmentally sustainable while providing premium products to their customers.

The future of coffee startups in India

Looking ahead, the future of Indian coffee startups appears bright, with immense potential for innovation in areas such as e-commerce, direct-to-consumer models, and experiential marketing. As more people embrace coffee as a lifestyle product, the coffee industry is poised for further growth, supported by the rise of homegrown brands that are deeply rooted in sustainability, quality, and innovation.

In 2024, Indian startups are not just selling coffee—they are building communities, creating unique experiences, and making a positive social and environmental impact. As these companies continue to scale and explore new markets, they are shaping the future of India's coffee culture in a way that blends tradition with modernity.

So, next time you sip your coffee, remember that Indian startups are working behind the scenes, making sure your cup of coffee is not only delicious but also ethical, sustainable, and community-driven.