India, March 28 -- India's coffee culture is thriving. With a $500 Mn industry brewing fast, it's no surprise that coffee lovers are seeking better brews. While giants like Nestle, HUL, and Tata dominate the instant coffee market, true connoisseurs often struggle to find their preferred cup.

The gap became even more evident during the Covid-19 lockdowns when limited choices and poor-quality brews left many craving better options. To bridge this gap, Abhinav Mathur and a group of coffee enthusiasts launched Something's Brewing in 2020, a D2C marketplace dedicated to all things coffee.

As new-age D2C brands like SLAY Coffee, Third Wave Coffee, First Coffee, Rage Coffee, and Blue Tokai gain traction, India is shifting towards premium, arti...