At Brilliant Read Media, it is our constant endeavour to identify and share some of the unique and compelling stories from the startup ecosystem. As part of this, we invited Ayushi Singh for an interview with Brilliant Read Media. To say it further, Ayushi is an Entrepreneur and Founder at Usmara. Let’s learn more about her background, inspiring journey so far and her advice for our growing community!
Excerpts from our exclusive interview with Ayushi:
What inspired you to start Usmara Coffee, and why Vietnamese coffee specifically for the Indian market?
Usmara started from a very personal place: my love for coffee and the comfort that comes with a truly good cup. I always felt that instant coffee in India was either too commercialised or lacked depth in flavour and experience. There was very little that bridged convenience and quality.
When I discovered Vietnamese coffee, especially the richness of Vietnamese Robusta, it completely changed my perception of what instant coffee could taste like. Vietnam has one of the strongest coffee cultures in the world and is the second-largest coffee producer globally, yet Indian consumers have had very limited exposure to its true potential.
We saw an opportunity to bring that richness, depth, and authenticity to India in a way that feels premium, modern, and accessible. Usmara is essentially our attempt to bridge convenience with craftsmanship.
Instant coffee often carries a “mass-market” perception. How are you transforming it into a premium experience?
I think that perception exists because, for years, instant coffee was designed primarily around speed rather than experience. We wanted to change that narrative completely.
For us, premium is not just about packaging; it begins with sourcing better beans, using advanced freeze-dried technology to preserve flavour and aroma, and creating a product that genuinely tastes like real coffee rather than a compromise.
Beyond the coffee itself, we’re building an entire experience around it, from aesthetics and storytelling to the emotional connection people have with their daily coffee ritual. We want instant coffee to feel intentional, comforting, and luxurious without sacrificing convenience.
Vietnamese Robusta has a distinct identity. What makes it different from the coffee Indians are already used to?
Most people associate Robusta with being harsh or overly bitter because that’s often what they’ve experienced historically. However, high-quality Vietnamese Robusta is very different.
It offers a naturally fuller body, richer crema, deeper chocolatey notes, and a boldness that works beautifully both black and with milk. The coffee feels more layered, indulgent, and satisfying.
Indian consumers are already familiar with strong coffee profiles, especially through milk-based coffee traditions. That’s why Vietnamese coffee has a natural compatibility with the Indian palate. What we’re introducing is a more refined and premium version of that boldness.
From Vietnam’s highlands to India, what were some of the biggest challenges in sourcing and building this brand?
One of the biggest challenges was balancing quality with consistency. When you’re building a premium FMCG brand, every detail matters flavour stability, packaging quality, logistics, compliance, and timelines all need to align perfectly.
Working across countries also means navigating cultural differences, communication gaps, shipping delays, and operational unpredictability. There were moments when timelines shifted unexpectedly, forcing us to adapt quickly.
But those challenges ultimately strengthened us as founders. They pushed us to think long-term and stay uncompromising about quality from day one.
What made you believe that Indian consumers are ready for a premium instant coffee category?
Indian consumers today are far more aware and experimental than ever before. People are travelling more, experiencing global café cultures, and becoming increasingly conscious about what they consume.
At the same time, convenience has become incredibly important. People want premium experiences without spending café-level time or money every day.
That intersection is exactly where premium instant coffee fits. Consumers no longer see coffee as just a source of caffeine it has become part of lifestyle, self-care, productivity, and personal identity. That shift creates a meaningful opportunity for brands like Usmara.
As a founder in the pre-launch stage, what has been the toughest lesson in building a consumer brand from scratch?
One of the toughest lessons has been realising that building a consumer brand is far less about having a great product idea and far more about execution, patience, and consistency.
In the beginning, you assume that once the product is ready, everything else will naturally fall into place. In reality, every detail matters, from sourcing and packaging to logistics, communication, timelines, and consumer perception.
I’ve also learned that building a brand requires a high tolerance for uncertainty. Delays, unexpected challenges, and setbacks are inevitable. The key is learning how to adapt quickly while staying committed to the larger vision.
Most importantly, I’ve learned that staying connected to your original purpose helps you navigate uncertainty with clarity and confidence.
Coffee today is as much about lifestyle and rituals as it is about taste. What kind of experience do you want people to associate with Usmara?
We want people to associate Usmara with comfort, warmth, and effortless indulgence.
Modern life moves fast, and not everyone has the time to brew specialty coffee every day. But that shouldn’t mean compromising on quality or experience. Usmara is designed for people who want café-like richness in a format that fits seamlessly into their daily routine.
Whether it’s before a busy workday, during a late-night brainstorming session, or while travelling, we want Usmara to feel dependable, uplifting, and genuinely enjoyable.
There are already many coffee brands in the market. What will make someone choose Usmara over established names?
I believe today’s consumers connect deeply with authenticity. Usmara isn’t trying to be just another coffee brand; we’re building a brand rooted in emotion, storytelling, and intentionality.
Our focus is on delivering café-like richness in an instant format while creating a premium experience that feels personal rather than commercial.
We’re also introducing many consumers to Vietnamese coffee in a way that feels both approachable and aspirational. That combination remains relatively untapped in India and gives us a unique position in the market.
Can you share a behind-the-scenes moment from your founder journey that made you think, “This is going to work”?
One moment that really stayed with me was when we began sharing early glimpses of the brand online, even before launch.
People connected emotionally much faster than we anticipated. The responses weren’t just about coffee; they were about the feeling, the aesthetics, and the warmth of the brand story.
That’s when I realised we weren’t simply creating a product. We were building something people genuinely wanted to belong to. It was a powerful validation of the vision behind Usmara.
What is your long-term vision for Usmara? Do you see it remaining a coffee brand or becoming something larger?
I definitely see Usmara growing beyond just being a coffee brand.
Our long-term vision is to build a modern lifestyle brand that redefines how people experience instant coffee. We want to create products that combine quality, convenience, and strong brand identity in a way that feels aspirational yet accessible.
Coffee today is deeply connected to creativity, work culture, travel, and everyday rituals. We want Usmara to become part of those moments a brand people genuinely connect with, not just consume.
At its core, the vision is to build a globally inspired Indian brand that brings premium coffee experiences into everyday life in a more effortless and contemporary way.
What’s your personal relationship with coffee? When did it become more than just a beverage for you?
For me, coffee has always been deeply emotional. Some of my most meaningful conversations, moments of reflection, stressful work nights, and peaceful mornings have all involved coffee.
Over time, it stopped feeling like just a beverage and became more of a ritual something that creates space for pause, comfort, and clarity. That emotional connection is honestly what inspired Usmara in the first place.
If someone is trying Vietnamese coffee for the first time, what’s the perfect first-cup experience you recommend?
I would recommend starting with a simple cup using hot water and enjoying it black first. This allows you to experience the full depth, richness, and chocolatey notes of Vietnamese Robusta.
After that, try it with milk to discover how beautifully the bold flavours balance with creaminess. The key is to take your time and appreciate the complexity that makes Vietnamese coffee so unique.
What’s one myth about instant coffee you would love to break?
The biggest myth is that instant coffee automatically means lower quality.
Coffee technology has evolved tremendously. When made with high-quality beans and advanced freeze-drying techniques, instant coffee can preserve incredible flavour, aroma, and character.
Convenience and quality no longer have to be opposites.
What advice would you give aspiring founders looking to build a premium FMCG brand?
Don’t build solely for trends; build with emotional clarity and consistency.
Consumers may try products because of marketing, but they stay because they connect with the story, quality, and reliability behind the brand.
Most importantly, understand that execution matters far more than ideas. Building a consumer brand requires patience, resilience, and a willingness to learn every single day.
At BrilliantRead, we don’t just share startup stories; we bring you journeys that challenge perspectives, spark ideas, and fuel ambition. Every story we feature is carefully chosen to add real value, inspire action, and ignite possibility within our growing community of entrepreneurs and dreamers.
If you have a powerful story, one that can inspire, educate, or create impact we want to hear from you.
