India is on the brink of a coffee revolution—one that’s brewing not only in the growing number of artisanal cafés and international coffee chains sprouting across the country, but also in homes, as more consumers embrace the idea of brewing coffee themselves to bring the addictive aroma indoors.
According to Redseer Strategy Consultants, by 2028, the out-of-home coffee market is projected to grow at a robust CAGR of 15–20%, reaching a size of $2.6–3.2 billion.
At the same time, India’s coffee equipment market is heating up—not just fuelled by cafés and restaurants, but increasingly by households embracing home brewing.
While Germany’s WMF and Italy’s premium brand La Marzocco had already gained a foothold in the market, Nespresso launched its first boutique store in New Delhi in March, aiming to capture a share of both the growing B2C and B2B segments.
To understand the momentum behind this movement, Invezz spoke with Abhinav Mathur, CEO of Something’s Brewing, India’s first dedicated e-commerce platform for coffee brewing gear, accessories, and educational workshops.
Mathur also runs Kaapi Machines, which serves the coffee needs of India’s restaurant and hospitality sector.
“What we’re seeing is a shift from convenience-driven coffee to experience-driven coffee,” Mathur explained in an insightful conversation.
He noted that the fastest-growing category on Something’s Brewing is home-brewing gear, such as French Presses, AeroPresses, and entry-level espresso machines, highlighting the growing enthusiasm for home brewing.
This surge in interest is also shaping the company’s strategic roadmap.
Mathur says they plan to double their physical presence through more Coffee Experience Centres in key cities, expand into tier-2 markets via curated pop-ups, and grow their D2C business by 40% year-on-year.
Excerpts from an emailed interaction:
Increased traction guiding expansion into tier-2 markets, strong growth in D2C
Invezz: What was the thought behind coming up with Something’s Brewing, and what are the key milestones you have in mind in terms of revenues and physical presence?
The idea for Something’s Brewing was sparked by a gap I saw firsthand during the early days of the pandemic—people loved their café coffee, but didn’t feel equipped or confident to recreate that experience at home.
We wanted to change that. The vision was to build a one-stop destination for coffee gear, knowledge, and community—something that didn’t exist in India before.
Since our launch in 2020, we’ve seen incredible traction with a community of over 30,000 engaged brewers, both casual and serious.
In terms of milestones, we’re aiming to double our physical footprint with more Coffee Experience Centres across key cities, expand into tier-2 markets with curated pop-ups, and grow our D2C business by 40% YoY.
We’re also looking at strategic retail partnerships to complement our online presence and unlock new customer segments.
Home-brewing gear like French Press, AeroPress fastest growing category
Invezz: Based on the demand for your different products, can you identify a new or unique trend in the coffee consumption or sale pattern of Indians?
Absolutely—what we’re seeing is a shift from convenience-driven coffee to experience-driven coffee.
Consumers aren’t just looking for a caffeine fix anymore; they’re curious about brewing techniques, bean profiles, and even equipment aesthetics.
Our fastest-growing category today is home-brewing gear—manual brewers like the French Press, AeroPress, pour-over kits, and entry-level espresso machines.
We’ve also seen a sharp uptick in interest around grinders, scales, and accessories, indicating people want to control every aspect of their brew.
At the same time, premium café-grade equipment like La Marzocco and Rancilio is gaining popularity among micro-cafés and boutique spaces.
This tells us that both home brewers and independent café owners are taking quality more seriously than ever before.
Indians keen on experimenting with espresso at home to recreate the cafe experience
Invezz: Have you noticed any specific brewing methods becoming more popular in Indian households?
The Budan French Press & Mokapot have been the gateway brewer for most Indian households—they are approachable and deliver a full-bodied cup that works well with Indian taste preferences.
But over the past year, we’ve seen a noticeable rise in the Budan One-Touch POD machines as well.
What is interesting is the growing segment of consumers now experimenting with espresso at home.
Our Budan espresso machine sales have grown 3X over the last 18 months.
More and more people are keen to recreate café-style beverages—from cappuccinos to iced lattes—in their own kitchens.
It’s a clear sign of how far home brewing has come in India.
Not just an urban movement; 40% of orders coming from tier-2, tier-3 cities
Invezz: What have the demand trends from tier 2 and tier 3 cities been like, and what do they show?
This is one of the most exciting shifts we’re witnessing.
Roughly 40% of our recent orders are now coming from tier 2 and 3 cities—from Indore to Surat, Coimbatore to Ludhiana.
Consumers in these cities are aspirational, digitally savvy, and eager to access the same quality coffee experiences as their metro counterparts.
These markets are also more responsive to education-led marketing—our blogs, tutorials, and brewing guides are heavily consumed in these regions.
It’s not just about product availability; it’s about building trust and making coffee knowledge accessible.
This demand tells us that the coffee movement is no longer an urban niche—it’s becoming a nationwide trend.
India’s coffee movement is entering a more mature, collaborative phase
Invezz: Your views on the Indian out-of-home coffee market right now.
India’s out-of-home coffee market is in an exciting phase of maturity.
We’re seeing the rise of homegrown specialty cafés, newer chains expanding to smaller cities, and even QSRs offering better coffee options.
While convenience is still a driver, experience is becoming the differentiator—ambience, customisation, and storytelling matter.
From a supply side, café owners are investing more in equipment and barista training.
As a result, the quality benchmark is rising, and customers are becoming more discerning.
What’s also encouraging is the increasing collaboration between café brands, equipment providers, and coffee educators—which means the ecosystem is finally evolving together.
That’s a very healthy sign for the market.
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