Success in Indian Coffee Market: Sleepy Owl's Cold Brew Strategy
This article is a summary of a YouTube video "Blinkit Pitstop - Episode 2 - Arman Sood, Co-Founder of Sleepy Owl" by Blinkit
TLDR Sleepy Owl Coffee has achieved success in the Indian coffee market by focusing on cold brews, utilizing digital marketing and online sales, emphasizing design and storytelling, engaging with customers in retail stores, and partnering with distribution companies.
Sleepy Owl Coffee co-founders Arman Sood and Ashwajeet, along with their friend Ajay, started the business after graduating from law school, sharing a common experience of being sleepy owls.
Sleepy Owl co-founder explains how they entered the coffee business in India, focusing on cold brews instead of iced coffee, and became popular through digital marketing and online sales despite initial slow growth.
Sleepy Owl successfully expanded their portfolio and altered user behavior in the beverage space in India through great design and storytelling, making their visually appealing and captivating products stand out in a cluttered market, while also emphasizing the importance of sampling and engaging with customers in retail stores to improve their offerings.
The co-founders of Sleepy Owl faced challenges and confusion while starting their business, but through hands-on experience, they learned what worked for them and divided responsibilities based on their skill sets to grow the company with a strong team.
Despite efforts to change it, Arman Sood's personal phone number is still accessible on Google, but he sees it as an opportunity to gain valuable insights and build customer loyalty; Sleepy Owl successfully entered India's challenging beverage market by being hands-on with their business and customers, focusing on changing consumer behavior at home rather than competing with cafe outlets.
The coffee industry is benefiting from the growth of the cafe market and consumers' awareness, and Sleepy Owl welcomes competition in the cold brew space as it expands the market; they focus on providing options for consumers at home and have expanded their product line based on customer feedback.
The speaker emphasizes the significance of distribution in the success of an FMCG brand and how partnering with DSG helped them expand their offline presence in Delhi and Mumbai, highlighting the importance of understanding product channel fit and the impact of Q-commerce on both impulse and non-impulse categories in benefiting brands and consumers.
Sleepy Owl, a coffee brand in India, has been successful in expanding their product portfolio and contributing to the third wave coffee movement by collaborating with different brands and creating unique products for the Indian consumer.