Rage Coffee is at the top of India’s coffee market; founded in 2019, the D2C coffee brand sells instant coffee, ground coffee, liquid coffee, cold brew bags, and coffee shots and uses them to compete for frothy supremacy with coffee giants such as Bru, Nescafe, Tata Coffee, and young D2C brands such as Blue Tokai, iD Fresh, and Sleepy Owl.
As per Research and Markets, India’s coffee market size will reach $855.0 million (Rs 6,637 crore) by 2025.
Rage is funded with $5 million from Sixth Sense and an undisclosed amount from cricketer Virat Kohli in March 2022.
Since its inception, Rage Coffee has had a unique look with a claw mark across the name and a guy in a blue suit holing up a cup of coffee. Cut to 2022, a mighty stag standing atop a jagged mountain with a deep purple sky in the background is the new visual identity of Rage Coffee. The brand today wants to appeal to millennials, GenZs, 40-year-olds as well as 35-year-old housewives.
Rage Coffee aspires to be a global coffee brand, and when it comes to coffee consumption, many consumers, outside of South India, where coffee consumption is high, are flirting with it because they do not consume it on a daily basis and only at parties or events where it is served.
Rage’s bet was to lower the cost and offer a 10-time better coffee experience at home and get people addicted to coffee.
Bharat Sethi, the founder reveals Rage Coffee’s 60-75% of sales before 2021 came from cities outside South India and that the brand has started targeting the South from January 2022. He also reveals Rage Coffee since its inception has grown 5X every year and expects a 4-5X growth this year.
Despite being a popular name among the new-age coffee brands, Rage Coffee hasn’t been into bid campaigns and has in its place released influencer-led campaigns from time to time. Turns out, it was all by design.