Bharat Sethi Brewing Success in the D2C FMCG Space with Rage Coffee

In the burgeoning landscape of India’s direct-to-consumer (D2C) and fast-moving consumer goods (FMCG) markets, exciting opportunities are on the horizon. According to industry estimates, the D2C segment is poised for rapid growth in the coming years, with investments in the FMCG sector expected to reach half a billion dollars in the next 12-18 months. Among the trailblazers in this space is Rage Coffee, a Delhi-based brand founded in 2018 by serial entrepreneur Bharat Sethi. Specializing in a range of vegan-friendly, vitamin-infused instant coffee flavours, Rage Coffee has already made its mark. The brand currently boasts a presence in over 2,500 retail outlets across India and has ambitious plans to expand its offline footprint fivefold within a year by strengthening its distribution channels.

Learning from Mistakes:

Bharat’s entrepreneurial odyssey began in 2011-2012 with the creation of PosterGully, a D2C brand that he would eventually exit through acquisition. His immediate transition to his next venture, however, turned out to be a pivotal learning experience. Bharat reflects on this period, saying, “I did not take a break at all because PosterGully was a great ride. I immediately started building this marketplace for architects, designers, and builders, bringing all the stakeholders of the home improvement and renovation space onto one platform. But I realized later on that not taking a day off for years is not a good thing to do.”

Acknowledging the mistakes made during this period, Bharat emphasized the importance of thorough research before launching a business, understanding the customer, and identifying the right strategy for success. He confessed to making numerous pivots during this time, as the passion and enthusiasm he felt for his initial venture were lacking. Realizing that he was more attuned to consumer-focused businesses and brand building, Bharat took a data-driven approach in 2017-18, following his marriage. He meticulously collected data from distributors, super stockists, traders, and others in the market, which led him to a significant insight: the need for a brand that combined great taste, quality, and an invigorating caffeine boost—an idea that laid the foundation for Rage Coffee.

Building a D2C FMCG Brand:

In 2018, with a newfound clarity of purpose, Bharat embarked on the journey to create Rage Coffee. Unlike his previous venture, this one was driven by both passion and data-driven decision-making. Bharat recognized the demand for a product that not only delivered a caffeine kick but also offered exceptional taste and quality, aligning with the preferences of modern consumers. Since its inception, Rage Coffee has experienced remarkable growth, claiming a 500% increase in business volume. With a focus on taste, quality, and a dash of innovation, the company is on track to achieve INR 100 crore in sales this year, marking a significant milestone in its journey.

Bharat Sethi‘s story is a testament to the power of resilience, adaptability, and a relentless pursuit of one’s passion. As he continues to push the boundaries of D2C FMCG innovation with Rage Coffee, his entrepreneurial journey stands as an inspiration for aspiring business leaders and a testament to the immense potential within the Indian consumer market.