Country Bean Brings Home Café-Like Instant Brews

How a coffee lover’s quest for quality instant coffee led her to build a custom brand

Before starting her maiden venture, Aditi Satnaliwala was a working professional who chugged several cups of coffee to cope with the daily hustle. But the self-proclaimed coffee lover felt that the instant versions available in the market lacked the flavour and failed to give her a much-needed caffeine kick. For some time, she used to shell out a significant chunk of her salary on overpriced coffees sold at cafés. But realising the need for an affordable alternative, Aditi and her husband Aneesh (a former investment banker at Goldman Sachs) decided to launch Country Bean.

The D2C brand kicked off its journey with a range of instant coffees but soon added cookies, hot chocolates, palm jaggery and milk frothers to its product range. Between October and December 2022, the brand ventured into new categories with the launch of a nordic drinkware collection and a range of flavoured hot chocolates. Its number of SKUs went up to 40, and its products were sold to more than 5 Lakh customers. It also earned INR 15 Cr in revenue in FY22.

Aditi experimented with different flavours like caramel and coconut and finally figured out the blends she believed would work. Today, Country Bean offers a wide range of flavour-packed instant coffees, including unique blends such as strawberry cheesecake, blueberry muffin and cocoa mint. The brand also claims its products are vegan and gluten-free, suitable for diet-conscious consumers.

In 2023, Country Bean will launch new categories to make coffee drinking at home more enjoyable. In the next two-three years, it aims to become a household name for affordable and flavoursome instant coffee.