Sleepy Owl’s Co-founder on Building India’s Cold Brew Culture

In a recent session at Masters’ Union, Ajai Thandi, co-founder of Sleepy Owl Coffee, shared the remarkable journey of building India’s first ready-to-drink cold brew coffee brand. This session was all about decoding pivot from leaving a high-paying banking career to brewing a product that changed India’s beverage landscape. Ajai’s story is an epitome of bold decisions, market insight, and hands-on execution.

Students and aspiring entrepreneurs gained practical lessons on spotting opportunities, scaling products, and building a brand that resonates with modern consumers.

A Bold Career Pivot: From Banking to Brewing

Ajai Thandi began his professional journey in investment banking, gaining valuable skills in market research, strategic execution, and financial discipline. While the career path was secure, Ajai was drawn to the idea of creating something meaningful, bringing premium cold brew coffee to Indian consumers.

The move was risky, but Ajai’s background prepared him to understand the market, manage resources efficiently, and take calculated risks. By identifying gaps in India’s beverage sector, he built a brand that combined quality, innovation, and consumer focus.

Career Foundations That Shaped Sleepy Owl:

• Built strong market research and strategic execution skills

• Recognised urban millennials’ growing demand for premium coffee

• Leveraged banking discipline to manage resources and scale effectively

Finding the Gap: Sleepy Owl Cold Coffee

Before Sleepy Owl, ready-to-drink cold brew options in India were limited. Ajai saw a clear opportunity to create a premium, convenient product that suited evolving consumer preferences.

By launching India’s first ready-to-drink cold brew in bottles, Sleepy Owl bridged the gap between café-style beverages and at-home consumption. Packaging choices and eco-conscious solutions added further appeal to millennials and Gen Z consumers.

Strategies That Made Sleepy Owl Stand Out:

• Introduced India’s first ready-to-drink cold brew product

• Tapped into café culture trends to shape positioning

• Focused on eco-friendly and visually appealing packaging

The MVP Approach: Perfecting Core Products First

Instead of launching multiple products at once, Sleepy Owl focused on refining one core offering. Real-time feedback on taste, shelf life, and packaging guided continuous improvements.

This disciplined approach allowed the brand to maintain quality, build credibility, and establish a strong foothold before scaling further.

MVP Strategies for Product Excellence:

• Perfected one product before expanding

• Gathered and applied real-time consumer feedback

• Maintained consistent brand quality and premium perception

Building a Brand Beyond Coffee

Sleepy Owl Coffee isn’t just a beverage; it’s a community and culture. Ajai focused on storytelling, social media engagement, and influencer collaborations to create an authentic brand experience.

By hosting pop-ups, live brewing sessions, and offering branded mugs and accessories, Sleepy Owl built loyalty and a sense of belonging among consumers.

Creating a Community Around the Brand:

• Engaged audiences through Instagram and social media storytelling

• Partnered with influencers for brand visibility

• Offered branded mugs and accessories to strengthen consumer connection

Entrepreneurial Lessons From Ajai Thandi

Ajai Thandi’s journey from a high-paying banking career to building Sleepy Owl Coffee is full of lessons for anyone looking to start or scale a business. His approach shows that success doesn’t always come from grand launches or huge funding; it comes from smart decisions, listening to the market, and focusing on what truly matters. Each step of his journey offers actionable insights for aspiring entrepreneurs.

Guiding Principles for Aspiring Founders:

• Start small, plan big: Test products in controlled markets before scaling

• Solve core problems first: Focus on products that meet real consumer needs

• Listen to your users: Let feedback guide iterations

• Iterate fast, innovate faster: Turn challenges into growth opportunities

• Build a community, not just a customer base: Engage beyond transactions

What’s Brewing Next for Sleepy Owl Coffee

Sleepy Owl Coffee has established itself as a category-defining brand in India’s cold brew and ready-to-drink coffee market. Looking ahead, Ajai Thandi and his team are focused on scaling thoughtfully while staying true to the brand’s core values of quality, innovation, and sustainability. Growth is not just about expanding the product line; it’s about enhancing the overall experience for consumers and reaching new audiences both domestically and internationally.

Future Plans for Growth and Innovation:

• Explore international markets for Indian cold brew

• Launch personalised subscription services

• Focus on sustainable sourcing and eco-friendly production

• Expand product lines while preserving brand DNA

Impact on India’s Beverage Landscape

Sleepy Owl Coffee has set a benchmark for startups in India by combining innovation, quality, and community engagement. The brand demonstrates how a small, well-executed idea can redefine an entire category.

Shaping India’s Beverage Culture:

• Popularised ready-to-drink cold brew coffee.

• Built trust and loyalty through consistent quality.

• Inspired other consumer-focused and sustainable startups.

FAQs

1. Who is Ajai Thandi?
Ajai Thandi is the co-founder of Sleepy Owl Coffee, an Indian startup known for its ready-to-drink cold brew and beverage innovations.

2. What products does Sleepy Owl Coffee offer?
Sleepy Owl offers cold brew coffee, ready-to-drink beverages, and branded accessories like mugs for community engagement.

3. How did Ajai Thandi identify the opportunity?
He noticed rising urban coffee culture, a lack of ready-to-drink cold brew options, and changing consumer preferences among millennials.

4. What lessons can entrepreneurs learn from Sleepy Owl?
Focus on core problems, iterate based on feedback, start small but plan for growth, and build a loyal community.

5. How does Masters’ Union support aspiring founders?
Through direct access to startup leaders, hands-on learning, live projects, and mentorship from industry experts.