Story of the Theka Coffee

Street cart to a national sensation, discover how Theka Coffee disrupted the Indian coffee scene

Author

Shailja
October 30, 2024

In partnership with

In the highly competitive world of D2C, standing out is no easy task—especially in the crowded beverage industry. However, Theka Coffee, an Indian startup, successfully carved a niche for itself by disrupting the bottled coffee market. This newsletter breaks down Theka’s unique strategy, what they did differently, and actionable takeaways for DTC leaders who want to emulate their success. This is Startup Stoic, a newsletter that assists you to learn better and strategize your startup ideas. Feel free to share it with others.

You're deeply engrossed in your work. You're highly focused. A sudden urge comes to have something cold yet refreshing enough to wake you up.

How about some cold coffee?

Bhupinder Madaan heard your cravings and brought us the Theka Coffee, coffee that comes to you.

History of Theka Coffee

In 2017, Bhupinder set up a small coffee cart on the streets of Ahmedabad, serving freshly brewed coffee in beer bottles. He called it "Theka Coffee," a nod to the local liquor shops that were a common sight in India.

Bhupinder's unique approach and affordable prices quickly caught on, and Theka Coffee became a hit among the city's young crowd. Word of mouth spread, and soon, Theka was expanding, opening more carts and even a few small cafes.

In 2021, Theka Coffee got its big break when it appeared on the popular Indian reality show Shark Tank. Bhupinder impressed the sharks with his passion and determination, and he even secured an investment from one of them.

The Shark Tank appearance catapulted Theka Coffee to new heights. The brand gained national recognition, and its online and offline sales skyrocketed.

Today, Theka Coffee is one of the most popular cold-brew coffee brands in India. Its wide range of flavours, includes the signature Palangtod, Next Level, and Coffee ki Jawani. The company also offers a variety of merchandise, such as mugs, t-shirts, and hats.

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What Theka Coffee Did Differently

Theka Coffee's success can be attributed to several factors, including:

  • High-quality coffee: The company uses only the finest Arabica beans, sourced from sustainable farms in Tamil Nadu. Where the renowned coffee faces use espresso as their main ingredient to make cold coffee, Theka Coffee uses cold brew extracts. The brand started with the tagline "Theka Coffee: Freshly Brewed, 100% Arabica, Only Rs 100."

  • Innovative flavours: Unlike companies that offer flavours, such as chai latte, vanilla latte, and cold brew coffee, Theka Coffee got innovative with its coffee names. Today, Theka Coffee has expanded its operations and now offers a range of cold brew flavours, including Palangtod (strong and dark), Next Level (medium), and Coffee ki Jawani (light). The brand has partnered with several cafes and restaurants across India and is available online.

  • Convenient format: Theka Coffee's bottles are designed to be easy to drink on the go, with a screw-top cap that can be easily opened and closed. Theka Coffee offers a unique and innovative consumer experience. Offering cold coffee in a bottle on a cart by the side of the road, brought the brand in the eyes of its true customers.

  • Feasible Pricing: Theka Coffee is a D2C brand, which allows the company to offer its products at a competitive price. Coffee is an expensive industry. Theka Coffee offer their bottled cold coffee at nominal rates of ₹80.

  • Sustainable practices: The company is committed to sustainability and is working to reduce its environmental impact with its reusable glass bottles.

Here are some additional details about Theka Coffee:

  • Theka Coffee offers three different roasts of coffee: Palangtod, Next Level, and Coffee ki Jawani.

  • Theka Coffee is available in over 55 franchises across India.

  • Theka Coffee was featured on Shark Tank India in 2021.

  • Theka Coffee received investment from Anupam Mittal on Shark Tank India.

  • Theka Coffee is committed to using sustainable coffee beans.

Theka Coffee's success story is a testament to the power of passion, perseverance, and innovation. Bhupinder's vision to make high-quality coffee accessible to everyone has resonated with consumers and helped establish Theka Coffee as a beloved brand in India.