Rage Coffee
Rage Coffee is a Delhi-based, digital-first Indian coffee FMCG brand that sells flavoured instant coffee, sachets, whole beans, cold brew and accessories direct-to-consumer online and via quick-commerce, with Virat Kohli as ambassador and a 44% strategic stake held by GRM Overseas.
- Company typePrivate
- Founded2021
- HeadquartersNew Delhi, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rage Coffee does
Rage Coffee (legal entity Swmabhan Commerce Pvt. Ltd.) is a Delhi-headquartered, digital-first Indian coffee FMCG brand founded in 2018 that manufactures and markets flavoured instant coffee, Silk Blend instant coffee, single-serve sachets, cold brew bags, ground coffee, whole beans and complementary accessories. Its core technical differentiator is a proprietary crystallization (non-heated) process combined with a fixed 275mg blend of six plant extracts — L-Theanine, Ginkgo Biloba, Panax Ginseng, Bacopa Monnieri, Rhodiola Rosea and L-Glutamine — added per 3.25g serving to position the product as a 'plant-powered' performance coffee with no acidity, no bitterness and no crash. The brand is backed by Virat Kohli as investor and ambassador since March 2022 and received a 44% strategic stake from GRM Overseas in August 2024 to fund physical retail and distribution scaling.
The business model is a multi-channel D2C-plus-marketplace model. Primary revenue is unit-priced e-commerce through ragecoffee.com (Shopify), supplemented by Amazon India, Amazon Global Selling Accelerator for US/Europe/GCC, Blinkit/Zepto/Swiggy Instamart quick-commerce for 10-minute urban delivery, a PAN-India distributor network, B2B corporate gifting to enterprises such as L&T, Google, American Express and Samsung, and an emerging HORECA channel. SKUs are priced across a wide INR ladder — Rs.150 for entry sachets up to Rs.1,596 for premium 4-flavor bundles — and a 'Ragers' subscription community supports retention. The company reports 1.7 lakh+ customers served and 4.5-4.7 star ratings across Facebook, Amazon and Google. It holds FSSAI, ISO, GMP, WHO and US FDA certifications, enabling both domestic and export distribution.
Rage Coffee firmographics
Firmographics- Name
- Rage Coffee
- Legal name
- Swmabhan Commerce Private Limited
- Website
- https://ragecoffee.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Rage Coffee is a Delhi-based, digital-first Indian coffee FMCG brand that sells flavoured instant coffee, sachets, whole beans, cold brew and accessories direct-to-consumer online and via quick-commerce, with Virat Kohli as ambassador and a 44% strategic stake held by GRM Overseas.
- Ownership category
- akta.pro rank
Rage Coffee industry classification
Industry- Product category
- Specialty Instant Coffee
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)
- akta.pro secondary industries
- Coffee Blending & Flavoring (AFAFADAC), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Ready-to-Drink (RTD) Coffee (CRADAHAF)
Keywords
Where Rage Coffee is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Rage Coffee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- D2C E-commerce Sales: Direct-to-consumer sales through ragecoffee.com with products including instant coffee (50g-200g jars), Silk Blend flavored coffees, sachet shots, whole beans, gift boxes, and merchandise. One-time purchase model with subscription option for recurring orders.
- Marketplace Sales: Sales through Amazon India marketplace and Amazon Global Selling Accelerator program for international reach to US, Europe, and GCC markets.
- Quick Commerce & Distribution: Distribution through quick commerce platforms (Blinkit, Zepto, Swiggy Instamart) for 10-minute delivery in urban areas, supplemented by distributor network partnerships.
- Corporate Gifting: B2B corporate gifting sales to enterprise clients including bulk pricing for corporate houses like L&T, Google, American Express, Samsung.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | World's Favourite Flavoured Instant Coffee - Rs. 399-649 for 50g-100g jars |
| Unit Pricing | Pay-as-you-go | Silk Blend Coffee - Rs. 165-749 for 50g-200g jars |
| Unit Pricing | Pay-as-you-go | Sachet Shots - Rs. 150-300 for 10-20 single-serve sachets |
| Unit Pricing | Pay-as-you-go | Combo Packs - Rs. 799-1,596 for multi-flavor bundles |
| Unit Pricing | Pay-as-you-go | Whole Beans - Rs. 599 for 500g pack |
| Subscription | Monthly | Subscription/Membership - 'Ragers' community |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels10 records
Rage Coffee product offering
Product offeringCore offering
Rage Coffee produces and sells flavoured instant coffee products blended with functional plant extracts, including its flagship 11-flavor 'World's Favourite Flavoured Instant Coffee' range, Silk Blend premium instant coffee, single-serve sachet shots, liquid coffee decoction, cold brew bags, ground coffee, and whole beans. The company also offers branded merchandise and accessories, and operates a corporate gifting vertical targeting enterprise clients in India and international markets.
Product overview
Rage Coffee is a digital-first Indian FMCG coffee brand that offers a diversified portfolio of flavoured instant coffees, cold brew products, and coffee accessories. The core product line includes the flagship World's Favourite Flavoured Instant Coffee (available in 11 flavors with functional plant extracts), the Silk Blend premium instant coffee line, Instant Coffee Sachet Shots for single-serve convenience, Cold Brew Bags, Ground Coffee, and Whole Beans. The company also markets merchandise including branded mugs and steel flasks, as well as accessories like coffee frothers, coasters, and South Indian filter coffee makers. Products are primarily sold through the company's Shopify e-commerce platform and major online marketplaces, with distribution expansion supported by a 2024 investment from GRM Overseas.
Differentiator
Problem solved
Functional benefit
Products and services
- World's Favourite Flavoured Instant Coffee Premium flavoured instant coffee made with 100% Arabica beans, available in 11 flavors (Original, Irish Hazelnut, Butterscotch Delight, Dark Chocolate, Creme Caramel, French Vanilla, Sparky Orange, Mint Mocha, Vanilla Bubblegum, Chai Latte). Each 3.25g serving contains 275mg of all-natural plant extracts including L-Theanine, Ginkgo Biloba, Panax Ginseng, Bacopa Monnieri, and Rhodiola Rosea. Available in 50g, 100g, and 200g jars priced Rs. 399-1,298.
- Silk Blend Coffee A fine blend of gourmet instant coffee made using proprietary crystallization technology with 100% A-grade Arabica beans. Available in Classic, Belgian Chocolate, Creamy Hazelnut, and Vanilla Velvet flavors in 60g, 100g, 200g jars (Rs. 249-749) and sachet packs of 30 (Rs. 498).
- Instant Coffee Sachet Shots Single-serve instant coffee sachets containing 3.25g of flavoured instant coffee with 275mg of all-natural plant extracts. Available in packs of 10 (Rs. 150), 20 (Rs. 300), 30, or 40 sachets in Original, Irish Hazelnut, Creme Caramel, Dark Chocolate, and Butterscotch Delight flavors.
- Liquid Coffee Decoction Ready-to-use flavoured liquid coffee decoction for convenient preparation.
- Cold Brew Bags 100% natural and biodegradable cold brew bags made using compostable corn fibre mesh, packaged in upcyclable tin boxes for cold brewing at home.
- Ground Coffee Pre-ground coffee for use in various brewing methods including filter and drip.
- Whole Beans Whole coffee beans available in two blends: 75:25 (Arabica:Robusta) and 90:10 (Arabica:Robusta), sourced from high-altitude farms in 500g packs (Rs. 599). Requires grinding and brewing equipment.
- Gift Boxes Curated coffee gift sets and combo packs suitable for corporate gifting, featuring multiple flavors and formats. Corporate clients include L&T, Google, American Express, and Samsung.
- Virat Kohli's Fortune Favours The Bold Mug 325ml branded coffee mug featuring Virat Kohli's signature tagline. Sold as a combo add-on with coffee purchases.
- Matte Finished Rage Coffee Steel Flask - Limited Edition Limited edition 400ml stainless steel flask with matte finish, bearing the Rage Coffee brand.
- Coffee Combo Packs Various bundled combo packs combining multiple flavors and formats, including The Rager's Favourite Coffee Bundle (Pack of 4), Bestseller Flavoured Coffee Bundle, Irish Hazelnut & Dark Chocolate Combo, and other flavor combinations at Rs. 799-1,596.
Quantifiable outcome
- 4.7 stars on Facebook, 4.5 stars on Amazon, 4.5 stars on Google, 4.5 stars on Stars - strong customer satisfaction ratings
- +2 more outcomes
Companies that use Rage Coffee
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
Rage Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rage Coffee partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- BlinkitcoreQuick commerce partnership for 10-minute delivery in urban areas. Rage Coffee is one of seven D2C brands highlighted as benefiting from increased app visibility and algorithm-driven product discovery on Blinkit.
- ZeptocoreQuick commerce partnership for 10-minute delivery enabling Rage Coffee to scale faster through impulse purchasing in urban areas.
- Swiggy InstamartcoreQuick commerce partnership through Swiggy's Instamart for rapid delivery in urban markets, expanding Rage Coffee's reach beyond traditional e-commerce.
- Amazon Global Selling AcceleratorminorRage Coffee participates in Amazon's Global Selling Accelerator program enabling international reach to US, Europe, and GCC markets through Amazon's cross-border infrastructure.
Scale indicators6 records
Recent moves6 records
Expansion highlights7 records
Rage Coffee competitors and assessment
Company assessmentRegional players
- Hatti Kaapi: South Indian filter coffee chain with strong regional brand equity. Comparable as a coffee brand combining retail cafés with packaged coffee SKUs, though concentrated in South India.
Direct peers
- Sleepy Owl Coffee: Indian D2C coffee brand selling flavoured instant coffee, cold brew, and whole beans through e-commerce and quick commerce. Most directly comparable to Rage on channel mix (D2C-led, urban millennial targeting) and product category (flavoured instant and cold brew).
- Blue Tokai Coffee Roasters: India's largest specialty coffee roaster, operating a D2C e-commerce platform plus physical cafés and wholesale channels. Comparable on D2C-led Indian coffee positioning, premium pricing, and multi-channel (D2C + café + B2B) strategy.
- Country Bean Coffee: D2C instant and flavoured coffee brand targeting Indian millennials with subscription-driven e-commerce. Directly comparable on product format (flavoured instant coffee) and digital-first acquisition strategy.
- Levista Coffee: Indian instant and filter coffee brand with growing D2C and modern-trade presence. Comparable as a domestic instant-coffee competitor targeting the same premium-leaning urban consumer.
- Subko Coffee: Mumbai-based specialty coffee roaster with D2C e-commerce, cafés, and B2B wholesale. Comparable on the brand-led specialty-coffee positioning and the dual D2C + café model Rage is moving toward.
Broad incumbents
- Bru (Hindustan Unilever): India's largest mass-market instant coffee brand owned by HUL with universal distribution and massive advertising scale. Comparable as the dominant incumbent setting pricing and shelf norms that Rage must compete against.
- Nescafé (Nestlé India): Global and Indian instant coffee category leader with broad SKU portfolio and unmatched distribution. Comparable as the global incumbent against which Rage positions its premium functional-coffee differentiation.
- Tata Starbucks: Joint venture between Tata Consumer Products and Starbucks operating cafés across India. Comparable as a premium coffee brand operating at scale in India that Rage will compete with as it expands into coffee shops.
- Davidoff Coffee: Premium global coffee brand selling roasted whole beans, ground coffee, and capsules. Comparable as a premium-positioned coffee brand that anchors the upper end of the price ladder Rage competes in.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Rage Coffee social profiles
Digital presenceRage Coffee compliance and trust
Trust signalCompliance5 records
Rage Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rage Coffee leadership team
Management profileNumber of profiles
Profiles1 record
Rage Coffee funding detail
Funding detailFunding overview
Funding rounds6 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rage Coffee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rage Coffee
What does Rage Coffee do?
Rage Coffee produces and sells flavoured instant coffee products blended with functional plant extracts, including its flagship 11-flavor 'World's Favourite Flavoured Instant Coffee' range, Silk Blend premium instant coffee, single-serve sachet shots, liquid coffee decoction, cold brew bags, ground coffee, and whole beans. The company also offers branded merchandise and accessories, and operates a corporate gifting vertical targeting enterprise clients in India and international markets.
Is Rage Coffee a public or private company?
Rage Coffee is a private company. It is classified as corporate owned and is currently operating.
When was Rage Coffee founded?
Rage Coffee was founded in 2021. It employs 101 to 250 people.
Where is Rage Coffee based?
Rage Coffee is headquartered in New Delhi, India, in the Asia region.
How does Rage Coffee make money?
Four revenue lines are on record. D2C E-commerce Sales are the primary driver. The others are marketplace Sales, quick Commerce & Distribution and corporate Gifting.
Who are Rage Coffee's main competitors?
Hatti Kaapi is listed as a regional player. Direct peers are Sleepy Owl Coffee, Blue Tokai Coffee Roasters, Country Bean Coffee, Levista Coffee and Subko Coffee. Broad incumbents are Bru (Hindustan Unilever), Nescafé (Nestlé India), Tata Starbucks and Davidoff Coffee.
Does Rage Coffee have an API?
No public API is recorded for Rage Coffee.
What industry is Rage Coffee in?
Rage Coffee's product category is Specialty Instant Coffee. Its primary akta.pro industry code is AFAFADAD, Instant Coffee & Coffee Extract Manufacturing, with a secondary code of AFAFADAC, Coffee Blending & Flavoring. Its NAICS code is 311920 and its SIC code is 2080.