News · Commerce & Consumer Brands

Something’s Brewing builds India’s specialty coffee ecosystem with education and community

By Startup Enthusiast · 30 June 2026

What they do

Something’s Brewing is a platform that sells coffee equipment, teaches brewing techniques, and connects coffee enthusiasts in India

The company launched in 2018 to meet growing demand for home brewing, driven by changing consumer habits and the rise of specialty coffee culture

It combines e-commerce, in-person stores, and educational content to create a full-stack coffee experience for home brewers and cafés

Something’s Brewing is a platform that sells coffee equipment, teaches brewing techniques, and connects coffee enthusiasts in India.
The company launched in 2018 to meet growing demand for home brewing, driven by changing consumer habits and the rise of specialty coffee culture.
It combines e-commerce, in-person stores, and educational content to create a full-stack coffee experience for home brewers and cafés.
The idea came from observing a shift in consumer behavior, where people wanted to understand brewing and recreate café-quality coffee at home.
India’s coffee culture changed significantly over the last few years, with café chains like Starbucks and Blue Tokai introducing more consumers to specialty coffee.
The real push toward home brewing came during the COVID-19 lockdown, when people started experimenting with gear and brewing techniques at home.
Something’s Brewing focuses on building trust through education, offering blogs, brew-along videos, bean reviews, and hands-on workshops.
One milestone was India’s first online Latte Art Contest for Home Brewers during lockdown, which helped create real community and credibility.
A major challenge was convincing customers to invest in high-ticket equipment online, so the company built experiential retail centers in Bengaluru and Surat.
These stores allow customers to test equipment before buying, and the company also expanded support with warranties, spare parts, and after-sales service across more than 70 cities.

India’s coffee culture has evolved from viewing coffee as an occasional or instant beverage to embracing specialty coffee and home brewing.
The rise of café chains like Starbucks and Blue Tokai introduced more consumers to specialty coffee, but the real push toward home brewing came during the pandemic.
Something’s Brewing recognized the need for education and community in the specialty coffee space, which traditional retailers often lacked.
By building experiential retail centers and offering after-sales support, the company addressed trust issues in the high-ticket equipment market.
The company’s focus on education and community has helped it grow in a capital-efficient way, supported by the stronger foundation of Kaapi Machines.

Something’s Brewing sells coffee equipment and provides educational content to help customers learn brewing techniques.
The company operates e-commerce platforms and physical experience stores in Bengaluru and Surat.
It also launched Budan, an in-house coffee equipment brand that makes brewing tools more accessible.
The two brands serve different but complementary roles: Something’s Brewing focuses on education and community, while Budan strengthens the product layer.
The company’s model combines commerce, education, and community-led growth to create a high-touch, high-trust customer experience.

Abhinav Mathur sees three major shifts defining India’s coffee market over the next five years: premium home setups, a stronger roaster marketplace, and experiential retail spaces.
Consumers are moving toward better equipment, curated bean choices, and brands that can teach as well as sell.
The long-term vision is to build a deeply informed and connected ecosystem that links the farm, café, and home.