“Even after Shark Tank, I’m still hustling. My phone number is on Theka’s page, and I still pick up the first call. I’m present at all openings and actively run the operations myself.”
Bhupinder Madaan, the founder of Theka, a premium coffee brand, began his journey in 2017 by selling coffee on the streets. His innovative approach quickly garnered attention, leading to the introduction of multiple coffee variants and the establishment of 14 franchise-operated Theka Cafes across Ahmedabad, Pune, Jaipur, and other cities.
Despite setbacks during the COVID-19 lockdown that forced the closure of Theka, Bhupinder rebuilt the brand with resilience. By 2022, his efforts culminated in a Shark Tank pitch, which, though it didn’t secure funding, boosted the brand’s visibility.
Soon after, Reliance approached him for a strategic partnership, resulting in the launch of Theka carts across 10 Reliance locations, signalling a new phase of growth for the brand.
Today, as Bhupender shares,
“Theka offers the same quality coffee but at a very affordable price. For example, you can get a coffee at Theka for ₹125 or ₹100, while the same quality coffee might cost ₹250 or ₹300 elsewhere.”
Founding Theka Coffee
Bhupinder’s inspiration came from a desire to elevate the coffee experience for the masses. As he explains,
“The inspiration for Theka came from the transition from premixed powder to freshly brewed coffee. I think a lot of upper-middle-class, lower-middle-class, and even poor people have not experienced good-quality coffee. They still go for premixed powdered coffee, which isn’t real coffee. That’s not the best coffee they should have.”
From the beginning, Bhupinder’s goal has been to provide an affordable, high-quality alternative to the coffee that people were accustomed to, enabling them to enjoy freshly brewed coffee without paying premium prices at larger chains like Starbucks or CCD.
The journey of founding Theka has been a long one. He reveals,
“I went to estates, and farms, roasted my own coffee, and did a lot of experiments. Only after perfecting my craft did I start Theka. That’s my approach—I need to be perfect before I start something.”
Bhupinder’s journey into the coffee business began unexpectedly. Initially, he wasn’t focused on creating a coffee brand but was planning to open a restaurant under the name Theka.
It was during a casual moment, while enjoying a beer, that the idea struck. He noticed how coffee was served in a plain, unappealing manner compared to his beer bottle, which looked much cooler. This led him to offer coffee in a more exciting and unique way. Eventually, he also enrolled in a coffee course, conducted extensive research, and refined his product.
The USP
Bhupinder’s entrepreneurial spirit was shaped early on through a variety of ventures, from selling momos at the age of 14 to running his own IT company. These diverse experiences in business development, sales, and freelancing taught him an invaluable lesson that true success comes from independence.
He realised that to build a sustainable business, he needed to avoid dependency on others and stay authentic to his vision.
His approach to Theka Coffee is knowing his product inside and out and believing in focusing on what he does best. Bhupinder emphasises a hands-off approach, refusing to let outside influences dictate the direction of his business, and ensuring his authenticity remains at the core of his entrepreneurial journey.
Navigating challenges
Bhupinder faced several challenges, both in terms of market preferences and the pressures of business expectations.
One of his key struggles was convincing people to embrace fresh coffee in a market that often leans toward convenience and preservatives. In India, the preference for fresh products, especially milk, is strong, and Bhupinder was determined to stay true to his vision of offering freshly brewed coffee.
When he pitched Theka Coffee on Shark Tank, he was offered funding on the condition that he create a non-fresh FMCG product with preservatives, but Bhupinder stood firm. He wanted to promote authenticity and freshness, even if it meant foregoing easier profits. Despite that, he says,
“Shark Tank was amazing—it was an overnight switch in my life. One day before my episode aired, I had no idea what would happen. After it aired, I was on continuous phone calls. I didn’t even have an office or a team—I was sitting in someone else’s office.”
Even though there were challenges, including the financial temptation of entering the FMCG market, Bhupinder chose to build his own kiosks across the country to ensure that customers experienced authentic, fresh coffee.
Major Takeaways
“Perseverance is the reason I’m here today. If you don’t give up, something magical happens, and life changes.”
Bhupinder believes that the key to making it big as an entrepreneur is to never give up. Lastly, he says,
“I don’t listen to people much. Everyone’s journey is different, and nobody truly understands your situation. People often give suggestions, but they don’t know your circumstances. I prefer to act according to my situation and learn from my experiences. If I ask someone a question, I value their suggestions, but unsolicited advice doesn’t interest me. Unless someone has lived my or anyone’s life, their advice may not be relevant.”
