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Blue Tokai launched without a business plan, targeting a niche of coffee lovers.
  • The founders simply set up a 500 g tabletop roaster in a bedroom and began selling to friends and early adopters.
  • They believed there were other people like them who wanted high‑quality, specialty coffee at home.
  • This minimalist start let them test the market before committing capital to a full‑scale operation.
MattNikhil Kamath00:05:21

Supporting quotes

we started it without a business plan ... we felt that there would be other people like us who were looking for specialty coffee Matt
we started very small, we had a 500 gram tabletop roaster Matt

From this concept

Bootstrapping a Coffee Brand in India

Matt recounts how Blue Tokai started with no formal plan, a tiny tabletop roaster and a belief that Indian consumers would eventually crave specialty coffee. The founders convinced local growers to sell export‑grade beans, proved the market was ready, and grew from a bedroom operation to a multi‑city chain.

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