Company Overview
Sleepy Owl Coffee is a direct-to-consumer coffee brand headquartered in New Delhi, India, focusing on the premium coffee segment with its specialization in 100% Arabica coffee. Founded in 2016 by Arman Sood, Ajai Thandi, and Ashwajeet Singh, Sleepy Owl has risen swiftly to prominence in India's coffee market. The brand is recognized for making freshly roasted coffee convenient and accessible, eliminating the need for intricate brewing techniques.
Product Range
Sleepy Owl offers a diverse array of coffee products:
- Cold Brew: Naturally sweetened and brewed overnight.
- Hot Brew: Quickly brewed in five minutes using classic coffee bags.
- Premium Instant Coffee: High-quality, convenient instant coffee.
- Ground Coffee: Utilizing the same beans as their signature Cold Brew.
- Cold Coffee Cans and Iced Coffee Bottles: Ready-to-drink options with milk and sugar added.
Leadership
- Arman Sood: Co-Founder, notable for market strategy contributions and listed as a Forbes 30 Under 30 honoree in India & Asia.
- Ajai Thandi: Co-Founder, whose background spans investment banking prior to Sleepy Owl.
- Ashwajeet Singh: Co-Founder, pivotal in operational strategies, also recognized as a Forbes 30 Under 30 honoree (India & Asia).
Financial Performance
Sleepy Owl's financial growth trajectory includes:
- A revenue increase from INR 1.8 crore in 2019 to INR 5.2 crore by March 2020.
- The brand's valuation stands at about $16 million as of October 12, 2023.
Funding Rounds
- Series A Funding: Secured $6.5 million in November 2021, led by Rukam Capital and DSG Consumer Partners.
- Cumulative funding rounds have attracted approximately $10.7 million from 18 investors.
Market Position and Growth
Sleepy Owl has broken cultural norms, notably by introducing cold brews to India’s traditionally tea-driven market. Their growth strategy includes subscription services and diverse coffee flavors such as hazelnut and French vanilla. The brand's products are widely available through digital platforms like Swiggy Instamart, Blinkit, Zepto, and Dunzo.
Values and Workplace Culture
Guided by the EPIC values—Entrepreneurial, People-first, Impact, Integrity, Communication, & Collaboration, Sleepy Owl fosters an inclusive and innovative workplace that supports both daily operations and long-term growth strategies.
Competitor Profiling
Overview
Sleepy Owl Coffee competes in a vibrant landscape alongside several notable players in the coffee industry.
Key Competitors
1. Blue Tokai Coffee Roasters
- Headquarters: Gurgaon, India.
- Product Offerings: Single-origin coffee beans, capsules, and subscriptions.
- Unique Selling Points: Focus on transparency in sourcing, high-quality standards, and sustainability practices.
- Financials: Raised $81 million from 70 investors.
2. Black Baza Coffee
- Location: Bangalore, India.
- Mission: Sustainable coffee practices and biodiversity conservation.
- Business Model: Works with smallholder producers; offers single-origin Arabica and Robusta coffees.
- Revenue: Approximately $6.7 million with a small team.
3. TrueSouth
- Location: Mysore, Karnataka.
- Product Focus: Ready-to-use filter coffee decoctions.
- Distinction: Unique blends derived from the Western Ghats.
4. Flying Squirrel Coffee
- Community Base: Mansfield, Texas.
- Specialization: Specialty coffees with a committed customer experience.
5. Beanly
- Headquarters: New Delhi, India.
- Key Offerings: Nitrogen-infused coffee cans and compostable pour-over brew bags.
- Growth: Expanding rapidly with innovative product offerings.
Financial and Market Position
Amidst this competition, Sleepy Owl sustains a robust presence with a workforce of 110 employees. Their strategic innovation and strong financial performance support continuous market expansion. Strategic partnerships, such as those with investors like Amazon Global Selling Propel Accelerator, enhance their competitive edge.
Sleepy Owl Coffee remains a formidable contender in India's premium coffee market, underpinned by strategic growth and an audacious approach to product development.
