Abhinav Mathur is a visionary leader reshaping India’s coffee landscape as Managing Director of Kaapi Machines and Founder‑MD of Something’s Brewing. With over two decades of experience spanning FMCG, consumer durables, and beverage ventures—sharpened by an MBA from XLRI Jamshedpur—he has transformed Kaapi Machines from an equipment supplier into a full‑service coffee innovation and consultancy powerhouse.
Since taking on CEO/MD responsibility in 2017, Abhinav has overseen the launch of award‑winning coffee technologies in India—Ripple Maker, PuqPress, Brood Nitro‑Coffee, La Marzocco Modbar—and built partnerships with McDonald’s, Starbucks, ITC Hotels and others. In response to the pandemic, he co‑founded Something’s Brewing in 2020—the country’s first coffee‑centric e‑commerce platform offering gear from 30+ roasters, masterclasses, and a vibrant home‑brewers community. Passionate about democratizing quality coffee, Abhinav is at the intersection of innovation, education, and community building—leading India’s shift from instant habit to brewed delight. He talks to Best for Him editorial team about his experiences with Coffee and more.
What was your first personal “coffee moment” – the cup that made you realize coffee could be more than just a beverage?
I grew up in North India. In college hostels, in peak winters, chai was our go to beverage for warmth and concentration, as we did last minute studies. The habit of chai continued at work, till I visited a resort in Coorg during holidays and as part of the tour, was shown the entire process of coffee growing, processing, roasting and then received a delightfully brewed cup of filter coffee with jaggery. This experience made me appreciate how complex the entire process of coffee is, till it reaches your cup.
Having now stayed in the world of coffee, I have met countless roasters, estate owners, baristas, equipment designers and more and the love for coffee has only grown. Each cup can be a new experience depending on where the coffee comes from, which crop grows around it, how it is processed, roasted, ground and finally how it is brewed for you!
Men today are becoming more intentional about rituals- fitness, grooming, even coffee. How do you see coffee fitting into the modern man’s lifestyle?
Coffee fits right in the life of men today. It’s one of the few daily rituals that hasn’t been over-automated. You have to show up for it. You either brew it right or you settle for average. And increasingly, I think more men are choosing to take that extra step.
It is less about the drink itself and more about what it represents: ownership of your time, your choices, your pace. For many of us, it’s the one pause before everything else kicks in.
Coffee can be a pre-gym drink, a slow brew in the morning or a post lunch shot to finish your day well.
What brewing method do you personally use at home and why? Is there a “man’s brew” in your opinion – something bold, simple or rugged?
My go-to drink is a V60 pour over. Just good beans and hot water with a little bit of patience. I also like an afternoon espresso shot from my Budan Espresso Machine.
For men who are ok to experiment, manual brews with single estate coffee will give you a lot of variety.
Men who like something bold, do give the evergreen Espresso a shot – nothing like a well balanced espresso with great crema to get yourself going!
From boardrooms to baristas – how has the perception of coffee evolved among Indian men over the last decade?
A decade ago, coffee for most Indian men meant a quick fix, maybe an instant sachet, maybe a cappuccino at a cafe chain. It wasn’t about taste or process. It was about convenience.
Now people are learning about the coffee’s origin, the roasting, grind size and so on. At a boardroom coffee becomes a talking point and home it has become a ritual. The coffee someone takes becomes a part of their identity and shows how they carry themselves.
What are the essential tools every man should own if he’s serious about home brewing? Could you recommend a beginner’s coffee kit from Something’s Brewing?
If you’re getting into home brewing, the goal isn’t to buy everything, it’s to find what works for your taste and routine.
For a strong, no-nonsense cup, the Budan Moka Pot is a solid place to start. It is compact, classic, and delivers that punchy, espresso-style brew. If you prefer something smoother and a bit more hands-on, the Budan French Press is ideal. It brings out the body of the coffee and gives you control over brew time.
Then there’s the Budan One Touch, perfect for those who want quality with convenience. It’s a two-in-one machine, you can use both capsules and freshly ground coffee, which makes it versatile for beginners figuring out what they like. If you like your cappuccino, this is the easiest way to make it at home and even serve it to your friends and family!
There’s a lot of talk about “third-wave coffee.” What does that mean for men who’ve grown up on instant coffee and how can they step into this world without feeling overwhelmed?
The third wave happened when people started treating coffee like wine – finally paying attention to where their coffee comes from, how it is roasted, and the different ways it can be brewed.
But honestly, we’re already stepping into the fourth wave now, where that knowledge meets accessibility. You do not have to be in a specialty café to enjoy great coffee. You can brew it right at your convenience.
The shift from instant coffee may not be as big as it seems. Instead of mixing a flavour of coffee, which has no unique character, why not brew fresh coffee, and get to know more about the roaster, the estate and prepare your own unique recipe. It is easy to learn and for noobs, we offer a lot of courses at Something’s Brewing!
Do you think there’s a link between coffee and creativity or productivity? How do you personally use coffee in your daily workflow or downtime?
I believe so but it is rather subjective. For me it is how I switch on to execution mode. It can be both something that triggers me to get things done, and it could also be a break away from chaos.
What role does coffee play in social connection for men – whether it’s networking, bonding, or solo reflection?
While there are always exceptions, in general, men have found it more difficult to open up and make connections except with a few close friends and colleagues. As Howard Shultz always said, he wanted Starbucks to be the “third place” after home and work where people spend time.
Cafes have become the space where men can make connections through planned meet-ups as well as new concepts like mixers and even coffee raves. Most dates take place at cafes though the new GenZ men take pride in cooking and brewing coffee for friends and loved ones at home also.
Brewing coffee itself is a meditative experience as you want for your coffee to get extracted and having that morning cup does provide a good start to the day and gives you as chance to reflect.
You have worked with giants like Starbucks and McCafe. What do these global players get right about male coffee consumers, and where do they miss the mark?
Starbucks introduced India to premium coffee and created the café culture ; McCafe made it accessible for regular middle class consumers.
For a lot of men, especially in urban India, brands like Starbucks and McCafé were the first step into a good coffee experience, which is great.
With the advent of speciality coffee, a new generation of roasteries and cafes have emerged who tell the story of origins of the coffee, have manual brew options and are more conscious about sustainability. Large chains need to adapt to this changing world if they are to stay relevant. We see Starbucks launch Reserve Stores which are more coffee forward – but there are too few in India. Hope we see more action from top brands!
Looking ahead, how do you envision the Indian male coffee drinker evolving in the next 5–10 years? Is India ready for its own “espresso culture” like Italy?
Things are changing now. Health and well-being is on top of the minds of men, who want to stay and look fit. Many studies have spoken about the harmful effects of alcohol and the benefits of black coffee.
Indian men are now bragging more about their knowledge of coffee origins, roast profiles and recipes as much as they used to be proud of their bar corner and single malts.
Our coffee culture may mature in new ways – it can be espresso, cortado, filter coffee or a cold brew. One thing is clear – there is no going back to a world without the magic of coffee!
