Archive · 22 May 2025
Something's Brewing: How Home Coffee Brewing Grew in India
During the COVID-19 lockdown, people spent more time at home and wanted to make their own good coffee.
Abhinav Mathur started Something's Brewing to help people learn about and buy coffee-making tools.
People like the control of making coffee themselves and enjoy the process.
Mathur's business offers many tools, and big brands are noticing, too.
They are starting to offer more specialized coffee.
Mathur also builds a community to teach people how to make great coffee.
Abhinav Mathur built a home brewing community through Something's Brewing during the COVID-19 lockdown.
The lockdown increased interest in home brewing due to cafe closures and more time at home.
Convenience, control, and experimentation fueled the trend of people wanting cafe-style coffee at home.
Something's Brewing offers a wide array of brewing tools and has built a community.
Mainstream brands are responding to the home brewing movement by expanding specialty coffee offerings.
- Who
- Abhinav Mathur, founder of Something's Brewing
- What
- A shift from cafe culture towards home coffee brewing.
- When
- The trend accelerated during COVID-19 lockdowns.
- Where
- India
- Why
- Increased desire for control and experimentation, and convenience.
- Key Figure
- Abhinav Mathur, Managing Director of Kaapi Machines and Something's Brewing
- Launch Date
- Something's Brewing launched during the COVID-19 lockdown.
- Offerings
- Over 500 brewing tools and 40+ roasters on board.
- Trend Shift
- Increased demand for home-brewed coffee due to convenience and desire for control.
- Recommended Gear
- Popular tools include pour-over drippers (like Hario V60) and digital scales.
- Industry Response
- Mainstream brands like Starbucks are responding by offering specialty brews.
- Content Strategy
- Emphasis on community engagement through content like tutorials and contests.