Bharat Sethi is an entrepreneur who founded Rage Coffee, a direct-to-consumer and retail FMCG brand offering vitamin-infused and flavored instant coffees. He previously built and exited millennial consumer merchandise platform PosterGully, founded B2B platform iDecorama, and has angel invested in more than 25 startups.
What the tape says about how Bharat argues and how the claims held up. Everything they said, and everything said about them, is in the tabs below.
Their most notable supported claim
AssertionSupported
Sethi: Two non-innovating players held 70% of India's coffee market in 2018
“If you deep dive into the category, not now, four years back, if you deep dive into the category, 70% market share was with two players who were not innovating at all. 70% of the market was with South India.”
Bharat SethiAug 16, 2022▶ 21:41How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
Their most notable contradicted claim
AssertionContradicted
Sethi: Postergully Reached 50% Net Margins and 10+ Crore Revenue
“So we were a 50% net margin business. In the last of the business, we topped more than 10 crores and, you know, 50 people team.”
Bharat SethiAug 16, 2022▶ 8:43How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
We measure speaking style by listening to the audio itself, and a fair number needs at least
2,000 words from one person on tape we have measured.
There is too little of Bharat Sethi on measured tape to publish a rate.
This says nothing about how they speak.
Sethi: Complicating coffee with roast levels adds no novelty in India
“There is no novelty in complicating coffee. Like this batch, this roast level, this, even connoisseurs and aficionators of coffee don't get coffee in India.”
Bharat SethiAug 16, 2022▶ 23:13How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
AssertionSupported
Sethi: Two non-innovating players held 70% of India's coffee market in 2018
“If you deep dive into the category, not now, four years back, if you deep dive into the category, 70% market share was with two players who were not innovating at all. 70% of the market was with South India.”
Bharat SethiAug 16, 2022▶ 21:41How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
AssertionNot checkable as stated
Sethi: An imported coffee brand generated ₹200 crore on Indian Kirana shelves
“I met the distributors of an imported brand that was doing 200 crores by just sitting on the shelf. That brand is actually sold in European luxury supermarkets that was sitting on a Kirana store shelf and selling.”
Bharat SethiAug 16, 2022▶ 22:09How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
AssertionContradicted
Sethi: Postergully Reached 50% Net Margins and 10+ Crore Revenue
“So we were a 50% net margin business. In the last of the business, we topped more than 10 crores and, you know, 50 people team.”
Bharat SethiAug 16, 2022▶ 8:43How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
AssertionNot checkable as stated
Sethi: Postergully exited at about a 3.5x annualized revenue multiple
“Yet the exit was about three and a half times of annualized revenues, but it was a deal that we stuck the buying party.”
Bharat SethiAug 16, 2022▶ 10:20How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
PredictionDidn’t hold up
Sethi: Rage Coffee is on track for ₹100 crore in 2022 sales
“We are on track this year to achieve a hundred crores in sales.”
Bharat SethiAug 16, 2022▶ 26:49How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee
This entire site, over 300 episodes transcribed, diarized, checked and made playable,
runs on the StarZero media pipeline. Drop in your own episode and the podcast clipper finds the
moments worth sharing, cuts them, captions them, and reframes them for every feed.
We use essential cookies to make the site work. With your permission we
also use analytics cookies (Google Analytics and Mixpanel) to understand
usage and improve StarZero. See our Cookie Policy.
