GRRIND COFFEE - A new age instant coffee brand which is set to disrupt the market

Co - founders - Jagrit Sabharwal, Aprajita Upadhyay and Nikhil Kumar

GRRIND COFFEE is a premium instant coffee brand that started with a vision to provide the best coffee experience at best value possible. Officially launched 7th March it's already close to selling 100 units with no marketing, that's how good GRRIND COFFEE is.

Instant coffee is a market that is dominated by Nescafe and Bru for a long time but there have been quite new developments in recent times. GRRIND COFFEE is a part of the development and is set to bring out a new take on it. Started by three college friends at IMM Delhi in December 2021, they promise to deliver something out of the box. Everyone knows instant coffee but the people who love coffee or coffee addicts I should say now that there is more to coffee than what is already being offered in the instant coffee market. With the third wave of coffee rising, people want that extra quality coffee in terms of aroma, essence, and taste.

Everyday instant coffee is made up of two components - coffee beans which comprise about 60-70% mixed with 30-40% chicory. For those who don't know what chicory is, it is an economical substitute for coffee which is more affordable than traditional coffee beans. Chicory is mixed after roasting the roots of the Chicory plant which brings the overall cost of Instant Coffee production lower but loses the essence and aroma of coffee. India is a tea-consuming nation, but in recent years there has been a high rise in new Cafes, coffee chains, new coffee brands in the market. It is due to the fact of the increase in consumption of coffee by the new-age millennials.

With the increase in consumption, youngsters are opting for premium instant coffee more than traditional coffee. They want 100% coffee, which contains a better taste, quality, and aroma. There has been a rise of multiple new coffee brands which promise the same. The only catch is the price at which the new brands are positioned is still higher than what is comfortable for a wider range of consumers. GRRIND COFFEE is founded for the sole purpose of making the best coffee possible at the same time providing the best value as well. After researching and working on the best formula for the coffee, GRRIND COFFEE was launched officially in the presence of Dr. Kiran Bedi on 7th March 2022.

Founded by Nikhil Kumar, Jagrit Sabharwal, and Aprajita Upadhyay, they all handle their part in the company. With love for coffee, they wanted to do something together and made GRRIND COFFEE. Nikhil Kumar previously founded Cafetech Media - Social Media Marketing Agency and worked with influencers in the past. Jagrit Sabharwal and Aprajita Upadhyay take care of Operations and Customer Service to make it a brand that cares for its customers. With a vision to be a stand out from the competition, GRRIND COFFEE has a unique design to it.

They also promise to donate 5% of profit to NGOs which is quite commendable at this stage. This shows the vision of these three individuals. Currently GRRIND COFFEE offers two flavors - ASLI COFFEE (classic) and MAKHAN SCOTCH (butterscotch). So far they have sold over 100 units in around just 15 days and already crossed 20k revenue. Also, they are highly focused on making it a unitarily profitable company. In addition to that, there has not been single negative feedback. With a plan on bringing more and more flavors in the coming months possibly, MOCHA MAUKA and HAZELNUT really soon. GRRIND COFFEE doesn't seem to slow down anytime soon.

The most crucial part of positioning is associated with pricing, GRRIND COFFEE has priced their 60 gm Jar at Rs.269 which undercuts the competition. GRRIND COFFEE wants to build a whole ecosystem for Coffee Lovers, a brand to whom they can relate and inculcate in life. With plans to add up new exciting flavors, they plan on getting into the Cold Coffee market as well. The complete vision and strategy can't be explained just with one blog only. Just follow them and try if you want the taste of a new age premium coffee brand. We are excited to see where they will be going in the future and so far they look promising with strong fundamentals and branding.