Something's Brewing: Abhinav Mathur is Building India's Premier Coffee Community and Home Brewing Ecosystem
In the early 2000s, the "Coffee Revolution" in India was defined by the sudden explosion of cafes like Barista and Cafe Coffee Day. Behind the scenes, ensuring that every cup tasted perfect across hundreds of outlets was Kaapi Machines (Capi Machines), an Indo-German joint venture providing the technical backbone for the industry. But in 2020, as the pandemic shuttered cafes nationwide, Abhinav Mathur, CEO of Kaapi Machines, saw a different kind of revolution brewing. While the B2B side stalled, the Indian consumer was stuck at home, missing their high-quality brew. This led to the birth of Something's Brewing—a community-led e-commerce platform that has turned the "Dalgona" craze into a sophisticated home-brewing movement.
On the ELI Podcast, Abhinav shares his journey from scaling multinational brands like Philips and Black & Decker to building India's largest coffee equipment ecosystem. He discusses the power of the "Life Stage" pivot, the importance of omni-channel retail for experiential products, and how he scaled a B2C venture from zero to $1 million ARR in just one year.
The Specialty Coffee Wave
India used to export most of its high-quality coffee. Today, a new generation of passionate brewers and brands like Blue Tokai, Third Wave, and Araku are keeping that quality local. Something's Brewing curates this vast choice for the consumer, helping them find the right bean and the right gear for their specific palate.
The B2B Foundation: Kaapi Machines
Founded in 2007, Kaapi Machines was born to support the first burst of Indian cafes. Over 15 years, it became the industry standard, providing equipment and after-sales service to giants like Starbucks, McDonald's (McCafe), Tata Coffee, and ITC Hotels.
"Kaapi Machines is a stable, 100-employee company processing $7-10 million in revenue," Abhinav explains. "But when the pandemic hit, we realized our end consumers were missing their brew. We had to decide: do we wait for cafes to reopen, or do we bring the cafe experience to the user's kitchen?"
The Pandemic Pivot: Launching Something's Brewing
On October 1, 2020—International Coffee Day—Abhinav launched Something's Brewing. The timing was perfect. Social media was already full of DIY cooking concepts, and coffee enthusiasts were eager to learn. What started as a small team of 20 has quickly become a million-dollar business by focusing on Education First, Gear Second.
The Home Brewing Flywheel
- Education: Conducting free masterclasses and workshops to teach the difference between a French Press and a Moka Pot.
- Curation: Helping users navigate the overwhelming choice of 400+ coffee brands and gear options.
- Convenience: Providing a one-stop-shop for espresso machines, roasted beans, and subscriptions.
- Gamification: Engaging the community through creative events like the "Home Latte Art" championship.
The Omni-Channel Edge: Beyond the Screen
While many e-commerce brands stay purely digital, Abhinav realized that coffee is a sensory product. "You want to taste and smell the coffee before you buy expensive gear," he notes. This led to the launch of their first retail store in Indiranagar, Bangalore, exactly one year after the online launch.
Transitioning from Multinational to Startup
Abhinav’s path to entrepreneurship was a slow burn. After an MBA from XLRI, he spent 10 years in the corporate worlds of Philips and Black & Decker. His spark came from an unlikely neighbor—Sachin Bansal of Flipkart. "Seeing them grow from their apartment triggered the bug in me," he recalls.
However, instead of jumping into a garage startup, he eased in by taking senior roles in young companies like Bonhomia (India's first coffee capsule company) before leading Kaapi Machines as CEO. "I realized I had seen too much flexibility and independence to ever go back to a standard multinational role. Once your risk appetite goes up, you can't join back."
Scale and Success
- Kaapi Machines (B2B): $7-10 Million annual revenue; 100+ employees.
- Something's Brewing (B2C): $1 Million ARR achieved within 12 months.
- Presence: Offices in Delhi, Mumbai, Bangalore, and Hyderabad.
- Community: Thousands of home brewers trained through masterclasses.
The Meaning of Entrepreneurship
For Abhinav, an entrepreneur must balance three things: Passion, Patience, and Business Acumen. He warns that only having one or two isn't enough. "If the only measure of success is valuation, you will burn out. You have to love the process of creating a community."
Abhinav's Advice for Founders
"Ask the question 'Why?' before you start. You are married to this idea for 10 to 15 years. Don't do it just for a business opportunity; do it because the idea personally appeals to you. Through the ups and downs, that passion is the only thing that sustains you."
The Future: Brewing at Home
With plans to launch experience centers and IoT-enabled brewing solutions, Something's Brewing is positioned at the center of India's specialty coffee revolution. Abhinav Mathur isn't just selling machines; he is building the infrastructure for a more caffeinated, more sophisticated India. As more Indians move toward high-quality home brewing, Something's Brewing ensures that the perfect cup is always just a few steps away from the bed.