Sleepy Owl, a Delhi-based D2C company in the ready-to-drink coffee business has raised $6.5 million in growth capital in Series A funding. The latest round led by existing investor Rukam Capital leads the way followed by existing investor DSG Consumer Partners with Dexter Capital as the exclusive financial advisor on the transaction.

Founded in 2016, the company has an attractive product portfolio that includes cold brew packs, hot brew bags, ReadyToDrink cold brew bottles, ground coffee, brew boxes and a wide range of merchandise. The company was co-founded by Ajai Thandi, Arman Sood and Ashwajeet Singh. This trio is also featured in Forbes 30 under 30 India, for the year 2020.

The pandemic put a spoke in their growth plans, however, the company navigated the Covid crisis and managed to come out stronger. The company is slated to close with an ARR of Rs60 crore by March 2022.

The company aims to solidify its core team, build a robust distribution network across India for increased demand of their brews, and firm up its marketing initiatives.

Speaking on the funding, Thandi said, “The pandemic played the role of a catapult for us. It forced us to take a few steps back to aim at the target. We were agile and quick on problem-solving and were able to get back on track with higher numbers. At Sleepy Owl, we are elated on receiving the latest round of funding as it reflects investors’ faith in our business model and growth potential in the Indian market. We plan to utilize the funds to go deeper into our existing retail markets across India and add as we grow.”

Rukam Capital invests in early-stage consumer products and services companies that have exceptional growth prospects and exhibit the potential for substantial returns.

Archana Jahagirdar, Rukam Capital’s managing partner, said, “We are thrilled to have partnered with Sleepy Owl Coffee and DSG Consumer Partners to further strengthen the brand’s pan-India presence. The company has demonstrated a strong growth pattern since its launch in 2016, despite the pandemic. With this investment, we are confident that Sleepy Owl will get the required impetus to further scale up its business and expand operations. The brand has a huge potential of being amongst the fastest growing formats within the coffee business category.”

Deepak I. Shahdadpuri, managing director of DSG consumer partners, said, “Sleepy Owl’s growth is driven by continuous innovation and an obsession, being the most loved coffee brand in India. Since our first investment in 2018, founders Ajai, Arman and Ashwajeet, have expanded their product portfolio from Cold Brew to Hot Brew bags, drip coffee formats, ready-to-drink formats, flavored ground coffee, and have recently launched a subscription service. As it grows, Sleepy Owl is working towards making its products sustainable, reducing plastics and using paper and aluminum. They have stayed true to their mission to introduce more Indians to coffee.”


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