How Something’s Brewing Grew To ₹12.4 Cr By Productising The Coffee Hobby

For most Indians, brewing speciality coffee at home can feel intimidating, as if you need equal parts barista skill and gadget expertise. Cafés have introduced many consumers to better beans and artisanal drinks, but home brewing hasn’t become as effortless or familiar as instant coffee; most people still prefer to sip it out-of-home rather than make it themselves. 

When the pandemic hit in 2020 and cafés shut overnight, that dependence became obvious. People wanted to brew good coffee at home and searched for better beans, the right tools and knowledge from a coffee-loving community. What they found instead was fragmentation.

Despite a global market of $880 Mn at the time, products were scattered across platforms, guidance was limited, and there was no online destination that understood coffee as both a product and a culture.

Abhinav Mathur, a coffee enthusiast from Bengaluru, experienced this pain point first-hand and saw an opportunity to build around it. On World Coffee Day that year (October 1, 2020), Mathur launched Something’s Brewing as an e-retail store built for home brewers. 

Demystifying The ‘Professional’ Pour

As India’s coffee consumption matures, home brewers need trusted access to high-quality machines, brewers and accessories, without navigating multiple sellers or questionable imports.

Something’s Brewing differentiates itself by dismantling the gear-anxiety that keeps most drinkers tied to instant coffee. The platform curates products across price points and brewing styles, sourcing these from India, Germany, Italy and China. Its catalogue features espresso machines, grinders, manual brewers, accessories and coffee beans. Flagship products include the Budan One Touch Machine, La Marzocco Micra, Wacaco NanoPresso and Fellow Carter Mug.

The brand’s insight was that coffee adoption does not happen solely through equipment. It needs education, exposure and shared enthusiasm. This thinking led to the creation of India’s first Coffee Experience Centre, a physical space where customers can try machines, understand brewing techniques and interact with fellow coffee enthusiasts.

Instead of pushing volume through discounts, the focus has been on selection, education and long-term usage, reflected in a relatively high repeat rate for a category with long product lifecycles.

Channel Mix & Measured Scale Driving Growth

Something’s Brewing operates through a blended distribution model. Around 59% of sales come from its website, 28% from ecommerce marketplaces and 13% from retail stores. This balance allows the brand to retain control over customer experience while expanding reach.

In FY25, it recorded its highest revenue of ₹12.4 Cr, rising 58% from ₹7.83 Cr in FY24. 

By Q3 FY26 (December 2025), its revenue has surpassed ₹10 Cr, with an expected total of ₹18 Cr by the year-end.

Building A Trusted Coffee Ecosystem

The brand’s near-term goal is to expand its retail presence in 10 additional locations and use stores as experience hubs rather than pure sales points. Each store is intended to deepen engagement, education and community-building. 

In the long term, Something’s Brewing aims to become India’s most trusted home-coffee ecosystem.

[Authored By Vandana Batra]

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