How Blue Tokai is DISRUPTING India's ₹4,000 Crore Coffee Industry | GrowthX Wireframe

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Blue Tokai is leading the wave for India's specialty coffee industry ☕️
In roughly 10 years, they have not only created a loyal set of customers who are crazy for them but have also turned into ₹650 Crore worth of business. In this episode, we'll dive in-depth into their strategies to crack ₹4,000 Crore Coffee Industry.
Timestamps 👇
00:00 - Context & Intro
01:08 - 3 Waves of Coffee 🌎
02:16 - India's Coffee Landscape
03:18 - Blue Tokai's Inception
04:16 - Insight 1: Product Depth (Roasting, Beans & Supply Chain)
08:03 - Insight 2: The Relationship Formula (Customer Education)
11:05 - Insight 3: Scaling Secrets (Channels & B2B/B2C Split)
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#casestudy #startups #business #entrepreneurship

[@GrowthX]

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[@TheConcernedIndian]

Can't wait for it. My 4th Demo Day 💙

[@Tyro8]

Congratulations! You just watched an advertisement.

[@akashghodake1870]

true

[@akshayde]

Kids, its important to know that none of what matt did with bluetokai is mind-blowing or different. Yes it's different for India, but he basically followed what speciality coffee roasters were doing in the US and UK. But he was the first to do it, and he did it well. And Of course replicating it in India would have brought forth its own challenges. Also great video

[@kevnev342]

looking to start a similar model for african countries

[@KaranNagarajan]

I'm not a coffee fanatic, but I'm an insights fanatic. Free class, let's go.

[@hiareeb]

Coffee is mostly subjective, I like to brew myself. But where mostly market is captured by instant coffee powder, Blue Tokai def is a + because of the ease of supply of freshly roasted coffee.

[@piyushgoyani]

The thing is BlueTokai provides whole lots of coffee varieties and with different grinds for your make home brew easy. And it's just awesome.

[@tejaswiniv99]

I'm not a coffee person! But after seeing this case study, I would want to try Blue Tokai coffee! Brilliant Case study! What a wonderful business model they have created, keeping the customers' needs and the Environment / Ecosystem along with building their revenues and profits.

[@AnkurWat]

So it seems like they took the concept of direct from small farms, and then introduced a grind that people could make in existing steel filters at home. And then they opened up cafe around India for brand awareness. Drink anything but Starbuck's! Support all these smaller roasters and cafes.

[@tabish10]

This case study on Blue Tokai is❤‍🔥

[@nikitapadhye5655]

Great video, love the attention to detail.

[@hitenvaswani3779]

Loved every bit of the video ❤️

[@niharsmentalhealthchannel9885]

Awesome research 🎉

[@nabheysamant1360]

Never heard of this brand, But Great insights

[@bikramsengupta3411]

Simple and efficient explanation. Keep ‘em coming!

[@Snehal]

Loved this case study on Blue Tokai! You have done an amazing job of explaining the coffee culture in India. I have one correction for coffee beginners, at 5:05 When he is talking about the freshness of the coffee, the pictures show roast profiles from light to dark roast of coffee beans. Coffee does not change colour as time passes. It just loses flavour.

[@sujithkumar4395]

Great Video

[@claymadness]

I think people are missing the point - they just make damn good coffee. Compare that with garbage coffee which focuses entirely on marketing and branding like Sleepy Owl and it’s easy to see why they stand out. The fact that the food (a tad expensive) is equally good and appeals to the increasingly globalised Indian urbanite, it’s not difficult to see why they’re succeeding. More power to them, their model and simple focus on quality definitely makes them stand out in a cluttered market.

[@axem.8338]

Drinking Blue Tokai Coffee while watching a casestudy on Blue Tokai.

[@jayanthjayaprakashjj4796]

How's it

[@axem.8338]

Pretty good. Have been using it for around 5 years now.

[@hs_747]

@@axem.8338 yeah I also like BT and prefer this over starbucks any time

[@dopa_explainz0080]

0:38 coffee is not 2nd nost consumed beverage, its tea. Coffee comes at third

[@rewatipatil891]

From bean to cup, Blue Tokai's commitment to quality and sustainability sets a new standard for the coffee industry.

[@yatinbhardwaj1]

Best coffee I ever had

[@EcomCarl]

Blue Tokai's impact on the Indian coffee industry through its dedication to quality and direct trade practices is truly inspirational. Their model not only enhances the coffee drinking experience but also supports sustainable farming practices, setting a benchmark for others in the industry. ☕

[@pathikdesai5853]

Really good video and very well explained

[@EastIndianSongs]

Big fan of Blutokai Vietnamese Coffee 😊

[@scorproy123]

Seriously, what an innovative wave for Indian coffee drinkers. Nopes.

[@avikadu1]

Great content keep it up

[@ishitaagarwal0911]

keeping everything aside to watch this

[@pranjaltiwari9817]

Blue Tokai's FY23 revenue stood at Rs 129 crore. The company reported a loss of Rs 42 crore during the said period. The coffee chain runs over 100 outlets across Delhi-NCR, Mumbai, Bengaluru, Hyderabad, Kolkata, Chandigarh, Mohali, and Pune.

[@AshishKumar-od4ig]

Great research!! What's the name of the songs getting played in the background?

[@adig478]

This too shall pass

[@rahulsatish4970]

Love the quality of these videos

[@dharminparekh7214]

Don't just post revenue.. they're in massive loss..

[@rishimishra4122]

why? They charge pretty high for a cuppa

[@saarthakmb3339]

They are a startup.

[@ajam3086]

INDIA is Chai territory

[@raghuveermaduvinakody379]

It doesn't matter to coffee drinker whether the company is profit making or otherwise. Revenue tells the general public about their market size or popularity.

[@kunaldev1257]

Aaahh now i get it.....its freshly roasted and origin .....plus time

[@jshagarwal6138]

how to attend demo day offline in Mumbai

[@puneetarora1456]

The bit about farmers learning how to grow specialty coffee from bt and Indian roasters is very generic and incorrect, the third wave has been going on for a bit, India exports 70% coffee, ergo they know what the global markets want and started work on it way before bt.

[@jshaan75]

They might have the numbers but i've witnessed the quality of coffee degrade over time. with losses that come up with lack of profits and VC pressure i guess. Makes more sense to order from other gourmet roasters now.

[@malooa1]

Audio seems to be but awkward as it was clearly added later

[@sekkizhar001]

theres a samosa guy here in Madras, who has now opened quite a few stores here. I do know him personally, great samosas! In your language - I know a samosa CEO here whos made great strides in improving the taste of these 'bytes' & hes disrupting the multi-crore samosa market here in TN. he has also scaled up with many franchises. care to cover his growth story? pls lemme know, shall provide his details.

[@chandanbilagunda]

Precisely said. This is new age Gen Z business insight model. Call anyone on the street, the best and tops and make it viral. The message going viral is the validation not the actual real deal...

[@Mukilan.youtube]

4:01 wow

[@Gaurav555]

Kab bana bhai ye..tear 1 city me kya kya ban raha hme kuch pata bhi nhi chal eaha

[@arnabbhattacharjee3618]

I really like their coffee but not their food. They would need to improve that too.

[@dhruveechauhan6767]

Watching this while sipping on a Blue Tokai cup

[@mangalsain]

Nothing beats South Indian filter coffee and even roadside coffees

[@avikadu1]

Best thing about the brand is they are giving good coffe and food at reasonable price

[@Arun14741]

Never heard this company name

[@JavaBusiness]

Meet too

[@naveen12]

Am in Banglaore and have never been to Blue tokkai and it has limited cafes, its all Third wave coffee here..

[@ajitnandakumar]

Very interesting. What is their profit?

[@AbGupta]

They’re in severe losses

[@puneetarora1456]

Erm actually, instant coffee came up in the 1900s.

[@jujugarcianyc]

What?! Women didn't get to divorce their husbands just because they didn't like coffee in ancient Asian-Arab culture (or really any culture for that matter). Divorce was way more complex and handled by elders, not based on some quirky coffee rule. Coffee was important, but not a legal dealbreaker by any means. Misinformation like this twists history, so let's stick to facts!

[@nehharathi1733]

Too good coffee ❤❤

[@AbGupta]

Do they make money?

[@msnann77]

Indian Bru coffee and filter coffee still the best

[@RBR66]

South Indian filter coffee still rocks 😅

[@GrowthX]

Maybe we should breakdown insights behind Rameswaram Cafe's growth 🤔

[@gautamb0927]

​@@GrowthXDefinitely❤

[@editedbyaneditor]

Video is great thumbnail needs to improve❤

[@akhilchalil1585]

If someone is boasting about unimaginable valuation, be ready. Their intention is to flip the company and not to make profit.

[@momentswithdonald]

Never heard of it

[@harishgovekar3274]

Ha, good prmtn

[@kmagnepal]

so this was basically a content marketing !

[@rishirajchoudhury3230]

💯

[@my0.02cents]

WRONG after water its tea then juice then coffee.

[@cosmicwarriorx1]

This just sounds like a massive PR and brand building excercise... They don't even have a foot print in Chennai, the coffee consumption capital. Only substantial presence in BLR you call it disruption in india. They are so disruptive that before this video didn't even know their name 📛

[@MarkRyanNZ]

You missed the part of marketing and branding budget that was enabled by the well known angel investors to fast track growth.

[@aklogs2963]

Make a video hindi

[@YourBoyMoose]

atleast you tried

[@bablusonavne384]

The other day I saw a video about the same brand , it felt like an ad, today i got this suggestion, without starting the video I felt this could be an as well, read the comments not surprised. Indian brands too have started going the youtube route it seems.

[@niluc111]

The coffees are terrible as a coffee fanatic. But it’s probably just doesn’t match my taste. But an amazing lesson to learn from them.

[@puneetarora1456]

And why is South Indian filter coffee not included in the home coffee market?

[@TheConcernedIndian]

First again ✋

[@sahdev15ankit]

Starbucks has much better customer service and outlet ambience and amenities.

[@user-ie3qq2yp5v]

The stores are basically empty all the times! Nothing new to the product and personally seeing their ground scenario I feel they are in same path to the brands like chaipoint, chaiyos and all. Look at ccd ones it was a hit in indian market but went bankrupt and now its profitable due to its presence in commercial spaces mostly where ppl are drinking their coffee for free.

[@darpandalal]

indias new coffe king is third wave :)

[@vindiyaiyanna8571]

Please show coffee estates and not tea gardens when you are talking about coffee

[@abheetnigam]

Insights on steroids 🧠

[@vangujral]

the thumb looks amazing

[@abheetnigam]

Thanks bro, just like the viral shorts you’ve been creating.

[@srivatsakumar2844]

Great business analysis but coffee beans don't become a darker roast over 4 weeks to 5:11

[@deepakps2002]

Hype

[@rajatgupta6272]

Their coffee tastes okayish, actually below average for the price they’re selling at.

[@ElectricPiya]

Try Tribal Coffee. These coffee companies are nothing in front of it.

[@kshitijasarda1002]

☕

[@craiggomes]

There are way better coffee companies than Blue Tokai. Most of their cafe’s do not even have a proper trained staff and management - the experience has mostly been bad.

[@SanthoshVenkatesh221b]

2:30 - Man, get your facts right. Home brewed coffee is not dominated by instant coffee. Have you ever been to south Indian households? You just mentioned two categories of coffee (home brewed and cafe coffee), where is simple south Indian filter coffee served at darshinis, you know one where a cuppa coffee costs about INR 20/30?

[@aryansingh5575]

3 waves of coffee ,lmaoo

[@anushagr14]

0:45 Stop spreading misinfo about that turkish divorce over coffee. There were basically no rules about divorce in the entire empire. The divorce was presided over by an elder. The coffee beans could be reason for one divorce but there was no law or condition.

[@mithunmahato309]

Bdw i went to starbucks, thirdwave cofee . I was conpletely dissatisfied. This is just ultra rich "chochle". This freshly roasted bean, western ambience , trained english speaking baristas are just part of rubbish old story telling.

[@mohankumarr.k3753]

Coffee shops of blue tokoi sucks It isn't hygienic lacks professionalism in the staff hired still a long way to go. Not impressed by the coffee experience at their outlet.

[@nilavbghosh]

Wtf! Maan..this is a failing brand. I tasted their over roasted coffee. Stop selling shit founder stories when they JUST HAVE NO IDEA OF HOW TO MAKE A PROFIT. ''''Blue Tokai revenue surges 70% in FY23; loss up 3.5 times as firm expands footprint''''

[@VivekShahMrIndia]

Why are they still making a loss?

[@pkhatoon9236]

Again same think school kinda channel

[@agungsfamily1673]

I dont think this brand gonna work here in Indonesia, TOKAI means SHIT 😅

[@howtodrawyourself9992]

you look like comedian yash rathi

[@harshithbangera007]

BS. Never heard of blue tukai till now and I have coffee every time I am at home and every time I am outside my home.

[@nilavbghosh]

These false stories are the sole reason the startup ecosystem is in a bad shape. Who's the fool here celebrating 70% revenue growth against 350% loss piling up! Please get basic math right.

[@fortuneltd3591]

Blue Tokai still made loss of +40cr last FY so they just playing valuation game, no need to hype till they actually cash positive

[@MustufaBaldiwala]

Try Sleepy Owl and you'll never touch blue tokai.. BTW, the video is an ad.

[@varunpathak2678]

Ye sab Ameeron ki chonchle baazi ha bas!!!

[@ajam3086]

Why didn't you just say Turkish culture lol

[@ishanharshvardhan6687]

While I agree Blue Tokai is awesome and am sure it works for a lot of people , idk I have found that Nescafe Gold....its just perfect

[@gv007gv]

I don’t believe this nonsense. Their cafe in Koramangala is horrible. Badly behaving staff. Below average food. Worst part - no water in toilet. And it’s quite unhygienic. It’s almost like some chairs and tables to make the startups crowd sit

[@anushagr14]

Some their stores are very bad while some are very good

[@GoBizBaz]

I believe it was one of their franchises?

[@krutika263]

Blue tokai in.koramangala is bad franchise Even their food n portion sizes weren't as how any normal blue tokai is This complain needs to reach BT though. OW I'll suggest please try when you're in other city

[@kc4276]

Garbage take (there is no other explanation, except that this is a sponsored video). Blue Tokei is a niche brand that will absolutely not disrupt the market in any noticeable way.

[@Islam.A.i]

Nice way of marketing this never heard before brand through your video to attract the audience into this brand. Nope! I'm a chai lover and i'm not buying this bs.

[@krutika263]

People who drink good coffee all know very well how good this brand is.

[@activeoneaudio7792]

Blue tokai is not disrupting s h i t.