India has long been a tea-drinking nation, but in recent years, a new wave of craft beverage brands has started reshaping the way the country drinks. Specialty coffee, kombucha, and premium mixers are carving out space in an industry dominated by mass-produced options. While the demand for high-quality, homegrown beverages is growing, breaking into this space isn’t as easy as it looks. Import duties drive up costs, fragmented supply chains make scaling difficult, and price-sensitive consumers often hesitate to pay a premium. Unlike mass-market beverages, where marketing muscle can drive sales, craft brands have to build awareness, educate consumers, and create demand from scratch. In episode #22 of “WTF Is” Podcast, Nikhil Kamath sits down with some of the biggest names in India’s craft beverage industry—Rahul Reddy (Subko), Matt Chitharanjan (Blue Tokai), Aneesh Bhasin (Svami), and Adithya Kidambi (Mossant). They share their journey of navigating regulations, shifting consumer habits, and competing with legacy brands to bring high-quality, locally made beverages to the mainstream. Resource doc: https://www.notion.so/Resource-Craft-Beverages-19d26a5adf3180b68f1adbbbd2eea2f5#NikhilKamath Co-founder of Zerodha, True Beacon and GruhasTwitter: https://x.com/nikhilkamathcio LinkedIn: https://www.linkedin.com/in/nikhilkamathcioInstagram:https://www.instagram.com/nikhilkamathcioFacebook: https://www.facebook.com/nikhilkamathcio#MattChitharanjan Co-founder of Blue Tokai LinkedIn: https://in.linkedin.com/in/mchitharanjan Instagram: https://www.instagram.com/matt_chit #AdithyaKidambi Co-founder of Mossant Fermentary LinkedIN - https://in.linkedin.com/in/adithya-kidambi-8866b1269 Instagram - https://www.instagram.com/kidambiadithya/ #AneeshBhasin Co-founder of Svami Twitter: https://x.com/aneeshb LinkedIN - https://www.linkedin.com/in/aneesh-bhasin-252b661/ Instagram - https://www.instagram.com/aneeshb/ Facebook - https://www.facebook.com/gentlemenlisten/ #RahulReddy Co-founder of Subko Coffee Twitter - https://x.com/rahulreddysc LinkedIN - https://www.linkedin.com/in/rahulgreddy/ Instagram - https://www.instagram.com/raah_hool Facebook: https://www.facebook.com/rahul.gurram.reddy/ Time stamps:00:00:00 - Intro00:01:48 - Matt’s Intro | Childhood & Family 00:05:13 - Starting Blue Tokai & Career Journey 00:07:29 - Adithya’s Intro 00:14:13 - Building Mossant 00:17:54 - Challenges in the Industry 00:20:05 - How big is Blue Tokai?00:21:39 - Aneesh’s Intro 00:25:36 - Starting Career Path leading to Beverage Industry 00:27:38 - Rahul’s Intro00:39:26 - Building Subko 00:42:40 - How are Subko & Blue Tokai different?00:47:54 - Hacks for a 25 year old to Compete with Subko & Blue Tokai00:50:30 - Cafe Offerings of both Coffee & Food00:58:09 - Waves of Coffee - Shift to Coffee01:04:27 - How Big is the Craft Industry in India01:10:21 - How to Influence the Crowd at a Coffee Shop 01:12:31 - Difference between Good & Bad Coffees 01:18:13 - Difference in Coffee Culture of India and USA 01:24:11 - Opportunities in Tier-2 Cities01:28:59 - Recent Consumption Trends01:33:21 - What’s Kombucha?01:41:28 - Difference of Flavour Palette in India and Abroad01:44:01 - Consumption Patterns in India 01:49:24 - Awareness of Kombucha as a Product01:58:21 - Craft Beverage Taxation Policies02:05:47 - Mossant’s Journey 02:09:27 - East Asian Beverage Markets02:10:12 - Building a Global Indian Beverage Brand 02:19:12 - How to Compete as a New F&B Brand 02:21:57 - Svami’s Journey 02:30:20 - Differentiating as a Tonic & Non-Alcoholic Brand 02:31:59 - Is Quick Commerce Sustainable in India? 02:41:12 - Svami, Mossant vs Schweppes 02:47:32 - Effects of Coffee as a Commodity02:49:13 - Steps to Starting a Cafe 02:58:07 - Learning from Abroad Beverage Markets 03:01:12 - Favourite Coffee Shops, Kombucha Brands, Non-Alcoholic Beverages 03:14:59 - Beverage Industry as an Investor #WTFiswithnikhilkamath

India’s craft beverage industry is on the rise, with brands redefining the way the country drinks. Specialty coffee, kombucha, and premium mixers are no longer just niche products—they’re part of a larger shift toward quality and innovation. As global trends in artisanal drinks take hold, Indian consumers are becoming more curious and willing to experiment. But building a brand in this space comes with unique challenges. In this episode, Nikhil Kamath sits down with Rahul Reddy (Subko), Matt Chitharanjan (Blue Tokai), Aneesh Bhasin (Svami), and Adithya Kidambi (Mossant) to explore the challenges and opportunities in India’s evolving beverage space.From sourcing the best beans to disrupting the beverage industry, they break down the art of brand-building, competition in this industry, and what lies next for craft beverages in India. #NikhilKamath Co-founder of Zerodha, True Beacon and GruhasTwitter: https://x.com/nikhilkamathcio LinkedIn: https://www.linkedin.com/in/nikhilkamathcioInstagram:https://www.instagram.com/nikhilkamathcioFacebook: https://www.facebook.com/nikhilkamathcio#MattChitharanjan Co-founder of Blue Tokai LinkedIn: https://in.linkedin.com/in/mchitharanjan Instagram: https://www.instagram.com/matt_chit #AdithyaKidambi Co-founder of Mossant Fermentary LinkedIN - https://in.linkedin.com/in/adithya-kidambi-8866b1269 Instagram - https://www.instagram.com/kidambiadithya/ #AneeshBhasin Co-founder of Svami Twitter: https://x.com/aneeshb LinkedIN - https://www.linkedin.com/in/aneesh-bhasin-252b661/ Instagram - https://www.instagram.com/aneeshb/ Facebook - https://www.facebook.com/gentlemenlisten/ #RahulReddy Co-founder of Subko Coffee Twitter - https://x.com/rahulreddysc LinkedIN - https://www.linkedin.com/in/rahulgreddy/ Instagram - https://www.instagram.com/raah_hool Facebook: https://www.facebook.com/rahul.gurram.reddy/

In this conversation, we seem to be headed towards more questions than answers.. but perhaps questions that need to be asked. Most importantly... Where is Health headed?

In this episode of WTF is Podcast, we have Nithin, Prashanth, Jitendra, Seema and Bryan uncover many such questions/concerns, trying to determine what is next in this space of Heath & Longevity.

As AI progresses, I wonder if tomorrow, an algorithm is built to tell us how to live our life the best... would we accept that integration? How far are we willing to go to live longer or perhaps "forever"?

#NikhilKamath Co-founder of Zerodha and Gruhas Host of 'WTF is' & 'People By WTF' Podcast Twitter: https://x.com/nikhilkamathcio/ Instagram: https://www.instagram.com/nikhilkamathcio/ LinkedIn: https://www.linkedin.com/in/nikhilkamathcio?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app Facebook: https://www.facebook.com/nikhilkamathcio/

#NithinKamath - Founder, CEO Zerodha, RainmatterInstagram - https://www.instagram.com/nithinkamath/Facebook - https://www.facebook.com/nithin.kamath/Twitter - https://x.com/Nithin0dhaLinkedin - https://www.linkedin.com/in/nithin-kamath

#BryanJohnson - Founder & CEO of BlueprintInstagram - https://www.instagram.com/bryanjohnson_/Facebook - https://www.facebook.com/profile.php?id=100089952947799Twitter - https://x.com/bryan_johnsonLinkedin - https://www.linkedin.com/in/bryanrjohnson/

#PrashanthPrakash - Founding Partner of Accel India, Founder BioPeak & Longevity India Twitter - https://x.com/prashanthpLinkedin - https://www.linkedin.com/in/prakashprashanth

#JitendraChouksey - Founder, FITTR

Instagram - https://www.instagram.com/fittrwithjc/Facebook - https://www.facebook.com/jitendra.chouksey.7/

Linkedin - https://www.linkedin.com/in/jitendrachouksey/

Special Appearance - #SeemaKamath, Director at Zerodha

00:00 - Introduction 00:56 - Air Quality & Blue Zones 5:39 - Bryan’s Lifestyle 09:20 - Roundtable Introductions 12:14 - Future of Medical Innovations 16:25 - Understanding Bio Transformations, Enzymatic Reactions 19:03 - Bryan’s Early Days 27:20 - Bryan’s journey into understanding Longevity 32:18 - Understanding Health Supplements 43:10 - Thought experiment 1: the algorithm 46:13 - Thought experiment 2: the 25th century 54:30 - Thought experiment 3: enabling an intelligence 1:03:00 - WTF is ‘Don’t Die’? 1:20:28 - Testing & Supplementation 1:26:50 - Business Opps in Testing & Supplementation 1:35:17 - 10 years from now, what’s Bryan's goal? 1:38:37 - Food Break! 1:39:35 - Air Quality Index (AQI) - Massive Opportunities 1:46:05 - Lifestyle Management Opps | Fittr 1:50:00 - Consumer Diagnostics Opps | BioPeak 1:59:16 - Building India Focused Datasets 2:13:33 - Influencers in the Longevity space 2:20:53 - Cancer Recurrence Detection 2:34:12 - Health Gadgets 2:39:40 - Longevity Supplements Opps & Growth Hormones 3:06:55 - Regenerative Medicine 3:10:30 - Where’s the next big opportunity? 3:15:13 - Bonus Round: Women’s Reproductive Health 3:21:28 - If men live forever and women can't give birth beyond 35 - Where's the future? #WTFiswithnikhilkamath #PeopleByWTF

How far are we all willing to go for Good Health & Longevity? Is technology & AGI closer to figuring it all out? Can an algorithm tell us how to live our best life? Stay Tuned! #NikhilKamath Co-founder of Zerodha and Gruhas Host of 'WTF is' & 'People By WTF' Podcast Twitter: https://x.com/nikhilkamathcio/ Instagram: https://www.instagram.com/nikhilkamathcio/ LinkedIn: https://www.linkedin.com/in/nikhilkamathcio?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app Facebook: https://www.facebook.com/nikhilkamathcio/ #NithinKamath - Founder, CEO Zerodha, Rainmatter Instagram - https://www.instagram.com/nithinkamath/ Facebook - https://www.facebook.com/nithin.kamath/ Twitter - https://x.com/Nithin0dha Linkedin - https://www.linkedin.com/in/nithin-kamath #BryanJohnson - Founder & CEO of BlueprintInstagram - https://www.instagram.com/bryanjohnson_/Facebook - https://www.facebook.com/profile.php?id=100089952947799Twitter - https://x.com/bryan_johnsonLinkedin - https://www.linkedin.com/in/bryanrjohnson/#PrashanthPrakash - Founding Partner of Accel India, Founder BioPeak & Longevity India Twitter - https://x.com/prashanthp Linkedin - https://www.linkedin.com/in/prakashprashanth#JitendraChouksey - Founder, FITTR Instagram - https://www.instagram.com/fittrwithjc/ Facebook - https://www.facebook.com/jitendra.chouksey.7/ Linkedin - https://www.linkedin.com/in/jitendrachouksey/ Special Appearance - #SeemaKamath, Director at Zerodha #wtfiswithnikhilkamath #PeoplebyWTF

There seems to be a preconceived bias about the real estate ecosystem in India. With this episode, we aim to dive into the nuances that explain the complexities of the business.

And who better to explain it than Irfan Razack from Prestige Group, Nirupa Shankar from Brigade Group, and Karan Virwani from WeWork & Embassy. We deep dive into family businesses, passion versus wealth, new-age real estate, and much more.

For those who know me, I’m not the biggest fan of real estate (as an asset class), but I may also not know enough. This episode will give you insight into what really happens in the world’s biggest asset class.

#NikhilKamath Co-founder of Zerodha, True Beacon and Gruhas

Twitter: https://x.com/nikhilkamathcio/

Instagram: https://www.instagram.com/nikhilkamathcio/

LinkedIn: https://www.linkedin.com/in/nikhilkamathcio?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

Facebook: https://www.facebook.com/nikhilkamathcio/

#IrfanRazack Chairman & MD of Prestige Group

Instagram: https://www.instagram.com/irfanfalcon/?hl=en

LinkedIn: https://www.linkedin.com/in/irfan-razack-844a78114/?

#NirupaShankar Executive Director at Brigade Group

Instagram: https://www.instagram.com/nirupa.shankar/?hl=en

LinkedIn: https://www.linkedin.com/in/nirupa-shankar-1309371/?

#KaranVirwani CEO of WeWork India

Twitter: https://x.com/karan_virwani10

Instagram: https://www.instagram.com/karanvirwani/?hl=en

LinkedIn: https://www.linkedin.com/in/karanvirwani/?

Timestamps -

00:00:00 Intro

00:01:02 Irfan Razack's Intro

00:03:38 Why did Irfan start a real estate company

00:06:15 What defines the Value of Land : FSI, Laws and more

00:09:35 What is Joint Development

00:11:10 Guidance for Growth in Real Estate

00:17:09 Managing a Family Business

00:22:58 What's the Minority Rule

00:25:01 Is passion overrated ?

00:34:25 Building Wework

00:38:31 What's happening in Indian Real Estate

00:47:39 Is Real Estate Pricey now?

00:53:26 How to get into Real Estate Now

00:57:57 Careers in Real Estate

00:58:38 Step by Step guide to start a Career in Real Estate

01:04:31 How to get the highest return on real estate

01:07:40 LiteStore and their unique concept

01:09:01 Affordable or Luxury Housing

01:12:12 Renting,Buying,Flipping Houses

01:16:31 Land Prices Then vs Now

01:21:51 What is a REIT ?

01:25:12 Benefits if REITs

01:27:39 India's 4 Listed REITs

01:31:19 What's Strata

01:33:12 Commercial Real Estate Experience

01:35:54 Selling an Experience

01:40:20 World Trade Center | The Office Experience

01:43:26 Real Estate is a Regional Game | Cluster Cities

01:46:30 What is Redevelopment?

01:50:49 Two Real Estate rules that can be changed in Karnataka

01:53:02 Innovation in Real Estate

01:58:49 Real Estate Perspectives | Working with Adam Neuman

02:03:58 Nirupa and her Sister

02:05:04 Gender roles in Real Estate | Balancing Personal Life

02:07:29 Nirupa and Sports

02:10:52 Nirupa's Dreams and Ambitions

02:14:04 Essentials of a Mall: Financials, Creativity & more

02:22:54 What made Brigade Group build a Mall

02:24:30 Food Break

02:24:59 Nirupa Shankar's Intro

02:32:04 Karan Virwani's Intro

02:37:06 Karan: We Work & Embassy in India

02:44:03 How to start a Co Working Space

02:48:09 What's the ROI on Commercial Properties

02:49:44 How Important is Building Relationships in Real Estate?

02:52:05 Is Building Relationships with Politicians Important?

02:52:34 Will Real Estate Be a Monopoly in the Future?

02:54:59 Future of the Commercial Real Estate Culture

02:59:48 Pre Fabricated Real Estate | Black Money in Real Estate

03:02:28 Opportunity in Senior Living

03:04:07 Jobs Opportunities in Real Estate

03:07:23 AI in Real Estate

03:10:16 Services that Real Estate Companies Outsource

03:11:19 Outro

03:11:37 What Kind of Marketing helps in Selling Real Estate

03:13:46 What are GCC's

#nikhilkamath #WTFiswithNikhilKamath

Diving deep with India's real estate titans who collectively shape over 100 million sq. ft. of prime property. I probe Irfan, Nirupa, and Karan on navigating a $200 billion industry through economic shifts and tech disruptions. From innovative funding strategies to sustainability challenges, uncover the blueprints behind their empires in this candid discussion.

Psychology believes that you start telling yourself you’re passionate about something when you realize you’re better at that 'something'. This could be one of those episodes. Stay tuned to find out!