From Milkshakes to Mochas: A New Chapter in F&B Expansion
After scaling the legacy milkshake brand Keventers from scratch to over 375 outlets across India and the Middle East in just four years, hospitality entrepreneur Sohrab Sitaram is now turning his attention to his next big play — coffee.
Founded in 2024 by Sitaram and co-founder Dhawan, First Coffee aims to capture one of India’s fastest-growing consumption trends: accessible, everyday coffee experiences.
An Ambitious Regional Vision
Speaking at the People Matters TechHR India 2025 conference, Sitaram unveiled plans to establish 5,000–6,000 outlets across India, Nepal, Bangladesh, and other South Asian markets.
“With Keventers, we had strong partners like Domino’s, which has over 3,000 stores in India. For coffee, I believe we can scale to 5,000–6,000 outlets — not just in India, but in Bangladesh, Nepal, and beyond,” he said during a panel on building sustainable business models.
Riding the Wave of India’s Changing Coffee Culture
India’s coffee culture is shifting from aspirational indulgence to everyday habit, and First Coffee is positioning itself to meet this moment. The brand will focus on frequency, familiarity, and cultural relevance, making coffee an accessible daily ritual rather than a luxury.
Sitaram draws on his proven speed-and-agility playbook, noting:
“If you’re 70% ready, you just go for it. In F&B, you don’t get endless opportunities. You have to be agile, and speed is non-negotiable — especially in QSR, where even dispensing time matters. Growth has to be fast-paced.”
Fueling Growth With Capital and Local Soul
Last year, First Coffee secured $1.2 million in funding from venture capital firm Beenext. The company is now channeling resources into expansion, hiring, marketing, and brand building — aiming to compete with global coffee giants while staying rooted in local taste and culture.
With Sitaram’s track record and a rapidly growing café market, First Coffee is positioning itself to be a dominant homegrown player in South Asia’s coffee revolution.
