Although Something’s Brewing is primarily a B2C brand, it has seen growth in its B2B segment by catering to small office setups and startups looking to improve their in-office coffee experience
New Delhi: Home coffee brewing brand Something’s Brewing is targeting a revenue of Rs 200-250 crore by FY30 as it builds a larger omnichannel presence and scales operations, a top company executive told IndiaRetailing.
The company, which launched in the FY 2021-2022 with revenues of Rs 2.2 crore, is on track to close FY 2024-2025 at Rs 12 crore.
Abhinav Mathur, CEO, Something’s Brewing, said the company’s growth reflects the rising demand for home coffee brewing solutions in India. “By FY30, we want to be an Rs 200-250 crore brand with multiple retail spaces and a strong online presence,” Mathur said.
The company plans a significant offline expansion over the next two years to support its growth targets. Mathur said Something’s Brewing aims to open 10 to 20 stores across India, targeting the top six to eight markets. The stores will include a mix of standalone formats and shop-in-shop (SIS) collaborations with retail partners.
So far, Something’s Brewing has operated largely through its direct-to-consumer (D2C) website and a flagship store in Bangalore. Offline pilots with partners such as Food Square and Croma have also shown early success. “We were apprehensive when we launched our first store, but it helped us build trust and acquire new customers. Offline presence will be a key driver for us in the future,” Mathur stated.
While the brand remains focused on India for now, Mathur confirmed that international expansion is not currently on the agenda.
Something’s Brewing initially raised a seed round and has since grown organically, supported by some additional funding sources. Mathur stated that the company plans to raise a fresh round of capital shortly to fund its offline expansion strategy.
On the product side, the Budan One Touch, a new espresso machine that supports coffee powder and pods, is currently the best-performing product. Priced at around Rs 15,000, the product has tapped into the growing consumer demand for fresh coffee with convenience.
“Consumers want to brew fresh coffee but with ease, and Budan One Touch fits perfectly into that need,” Mathur said.
Market Outreach
Although Something’s Brewing is primarily a B2C brand, it has seen some growth in its B2B segment by catering to small office setups and startups looking to improve their in-office coffee experience.
In terms of market outreach, the brand is focused on building a strong community of coffee lovers. It organises India’s largest coffee event, the Mumbai Coffee Festival, and regularly hosts brewing workshops and masterclasses. Marketing spend accounts for 5-8% of total revenue, with influencer collaborations focused on education rather than direct selling.
The brand is also working to address affordability barriers. It launched its in-house brand Budan to offer high-quality brewing equipment at more accessible price points. Basic Budan espresso brewers are now priced at around Rs 15,000, with efforts underway to bring prices below Rs 10,000 to reach a wider base.
Interestingly, tier 2 cities such as Surat, Nagpur, Ludhiana, Chandigarh, Ahmedabad, and Indore are among the company’s top-performing markets. “Coffee lovers are not restricted to the metros,” Mathur noted, adding that a recent meet-up in Nagpur attracted close to 100 home brewers.
Technology First
On the technology front, Something’s Brewing has strengthened its digital experience through its website and a mobile app. Mathur said the company has integrated multiple service providers to ensure seamless customer service, including live demos, home installation support, and post-sales assistance.
Despite expanding offline, online sales through the company’s website remain the largest contributor to revenue and deliver the highest return on investment.
“Our website allows us to deliver a seamless customer experience and maintain direct relationships with our customers,” Mathur said.
