In a primarily tea-drinking country, getting people to drink more coffee has been a tough challenge for years. However, with the growing interest in café culture and F&B overall, TCPL was convinced that there is potential to innovate coffee and to grow the category in India. Our approach to helping them do this was to investigate groups of friends with an interest in coffee from across India…

This investigation was led by hyprlocl’s women entrepreneurs – so it hit unsettlingly close to home at many times. That said, we walk away more inspired than ever before - not only by YWEs, but also by the new kinds of parents, husbands, in-laws and others opening-up social norms with them 🦄