Sethi: Complicating coffee with roast levels adds no novelty in India
Bharat Sethi · How He Built India's BIGGEST D2C Coffee Brand From First Principles Ft. Bharat Sethi CEO-Rage Coffee · Aug 16, 2022 · at 23:13
Bharat Sethi, founder of Rage Coffee, explains his consumer philosophy of focusing on basic sensory appeal and caffeine kick over specialty coffee jargon.
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“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.”
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More from Bharat Sethi
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.”
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.”
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.”