India’s coffee market has long been dominated by instant blends, but Bharat Sethi saw a growing niche for specialty coffees driven by evolving consumer preferences.

“Coffee is no longer just a morning ritual; it’s a lifestyle.”

To capture this cultural shift, Bharat launched Rage Coffee in 2018. With its bold flavors and savvy marketing strategies, Rage Coffee has quickly become a fan favorite.

✴️ INR 24.9 Cr revenue in FY24

✴️ Presence in 5,000 retail outlets

✴️ 1,000+ HoReCa touchpoints

✴️ 7.5 L+ Customer Base

The key differentiator? Infusing coffee with plant-based vitamins for a functional kick that resonated with millennials and Gen Z consumers.

The Raging Marketing Strategies Behind INR 100 Cr In Sales

Rage Coffee’s growth trajectory is nothing short of phenomenal. In December 2023, the brand crossed INR 100 Cr in cumulative sales, a testament to its robust strategy and consumer loyalty. Over 7.5 L customers have tried its products, with 80% of that base coming in the last two years alone.

Let’s dive into how Rage Coffee cracked growth, why it chose Virat Kohli as its brand ambassador, and what the recent GRM Overseas acquisition means for its future.

Omnichannel Approach

Rage Coffee built its initial momentum through its website and social media channels, tapping into a digitally savvy audience. Over time, it expanded its footprint across e-commerce platforms, ensuring it remained accessible to consumers across India.

By partnering with 75+ distributors and 5000+ offline touchpoints, Rage ensured a seamless omnichannel experience!

The Virat Kohli Effect

Onboarding Virat Kohli as an investor and brand ambassador was a game-changing move. Kohli’s association gave the brand credibility and amplified its visibility, especially among millennials and Gen Z.

As Sethi noted, “The deal was structured to ensure mutual value, and Kohli’s alignment with our vision made the partnership seamless.”

Customer Loyalty and Repeat Purchases

With 35% of its D2C website orders coming from repeat customers and 70% of revenue generated by loyal buyers, Rage Coffee has built a community of “Ragers” who swear by its products. Over 7.5 L customers have experienced the brand across different platforms, solidifying its position in the market.

Manufacturing Excellence

Rage’s 30,000 sq. ft manufacturing facility in Manesar allowed them to maintain quality control and scale efficiently. This operational backbone supported the rapid rollout of products, including cold brew bags, frothers, and gluten-free snack bars.

Aggressive Marketing and Innovation

Rage Coffee adopted a hyper-targeted marketing approach, leveraging influencers and social media campaigns. With periodic new product launches, the brand keeps consumers engaged and curious. Today, they have 18+ SKUs across categories.

From Bean to Boardroom: GRM’s Strategic Investment In Rage Coffee

Why Rage Coffee Became An Eye-Candy For GRM?

▶️ Entry into High-Growth Markets: GRM sought to expand its portfolio beyond staples into high-margin, lifestyle products like coffee. Rage Coffee’s strong brand equity and innovative approach offered the perfect entry point.

▶️ Revenue Synergy: GRM expects its investments in digital-first brands like Rage Coffee to contribute 20% of its overall revenue in the coming years.

What Sweetened The Pot For Rage Coffee?

🔥 Infrastructure Boost: GRM’s operational expertise and resources will support Rage Coffee’s rapid expansion into new markets, including North America, Saudi Arabia, and Europe.

🔥 Increased Capital: This infusion will fuel Rage Coffee’s ambitious retail expansion and product innovation plans.

🔥 Retail Dominance: The partnership accelerates the rollout of Rage Coffee-branded retail outlets in India.

The Final Sip For Rage-ing Success

Rage Coffee’s journey is a masterclass in how a D2C brand can disrupt a legacy category with innovation, grit, and a finger on the pulse of its consumers. From being a bootstrapped startup to clocking INR 100 Cr in sales and attracting a powerhouse like GRM Overseas, the brand has consistently punched above its weight.

As it heads toward its INR 500 Cr dream, Rage Coffee is more than just a caffeine brand—it’s a movement. Whether it’s the flavor, the functionality, or the sheer audacity to innovate, Rage Coffee is a reminder that sometimes, all it takes is the right brew to stir up a market.

Here’s to brewing bigger dreams, one cup at a time.