Question 1 of 11
How many cups of coffee do you have on a typical day?
I don't drink coffee regularly
1 cup — measured and intentional
2–3 cups
4 or more — I don't count anymore
Question 2 of 11
What's your go-to coffee format most days?
Instant coffee (Nescafé, Bru, etc.)
Whipped / dalgona-style at home
Café or canteen coffee
Pour-over, French press, or filter
Ready-to-drink — canned or bottled
Question 3 of 11
What's the main reason you reach for coffee?
Focus or deep work
Morning ritual — the day doesn't start without it
Social — it's a vibe, not a dependency
Pure taste — I genuinely love coffee
Energy — keeping the crash at bay
Question 4 of 11 Pick up to 2
When is your absolute "must-have" coffee moment of the day?
Immediately after waking up (First thing in the morning)
Mid-morning punch (Getting to work/desk)
Post-lunch slump cure (2 PM – 4 PM)
Late afternoon/Evening ritual (5 PM – 7 PM)
Late-night fuel (Studying/Working late)
Question 5 of 11 Select all that apply
What frustrates you most about the coffee options available to you right now?
Instant coffee tastes cheap or chemical
Cafés are too expensive or inconsistent
Good coffee takes too much effort to make
Too much caffeine gives me jitters or kills my sleep
Nothing feels genuinely premium at an accessible price
Honestly? No major frustrations
Question 6 of 11
How much do you usually spend on a single coffee — at home or outside?
Under ₹50 — instant at home
₹50–150 — quick coffee, convenience
₹150–300 — café, third wave
₹300+ — I don't think about it
Question 7 of 11
If a new instant coffee brand promised a "barista-level/café-like" experience at home, what format would you be most eager to try?
Premium micro-ground/freeze-dried powder in a sleek re-sealable tin
Single-use, pre-portioned stick sachets for consistent taste every time
Single-serve "Ready to Brew" portable cans/filters
Liquid coffee concentrates/decoctions
Question 8 of 11
How important is it that a coffee brand has a strong identity — something that feels like yours?
Doesn't matterEverything
Question 9 of 11
Where would you most likely discover and buy a new coffee brand?
Zepto / Blinkit / Instamart
Instagram or online ad → brand website
A friend put it in my hand
Supermarket or convenience store
Amazon or e-commerce
Question 10 of 11
What would make the coffee itself unforgettable — the taste, the experience of making it, how it hits?
0/120
Reading between the lines...
Question 11 of 11
And what would make the brand unforgettable — the kind you'd actually feel something about?
0/120
Before we go deeper
What we heard
Analysing your answers...
Does that land?
Yes — that's exactly it
Close, but not quite
Not really — you missed it
Signal detected
You're the kind of person we're building this for.
Tuning signal
I'm in — ask me everything
Just submit my core answers
Going deeper Instant habits Select all that apply
Which instant brand do you currently use most?
Nescafé
Bru
Rage Coffee
Sleepy Owl
Bevzilla
Continental Xtra
Country Bean
Third Wave Instant
Blue Tokai Instant
I don't buy instant coffee
Going deeper Instant habits
What would actually make you switch to a different instant brand?
Noticeably better taste — not subtle
Packaging I'm not embarrassed to leave on my desk
Cleaner ingredients — no fillers or additives
A brand I actually feel something about
Better price for meaningfully better quality
Going deeper Instant habits
Have you ever felt slightly embarrassed serving instant coffee to a guest?
Yes — I apologise for it before they even taste it
Sometimes, depending on the guest
No — coffee is coffee
I've genuinely never thought about this before now
Going deeper Café habits
How often do you actually enjoy the café experience — versus just needing the coffee?
Always the experience — the coffee is almost secondary
Mostly just the caffeine, if I'm honest
Depends entirely on the day and the mood
Going deeper Café habits
If café-quality coffee were available at home for ₹80–120 per cup, would you make the switch?
Yes — immediately, no hesitation
Maybe — if the taste honestly held up
No — I go for the space, not just the drink
Going deeper Functional coffee
Would you pay a premium for coffee with functional ingredients — like L-Theanine for smooth focus, or adaptogens for calm energy?
Yes — if the science is legit
Maybe — only if I could actually feel the difference
No — keep it simple, I just want great coffee
Going deeper Functional coffee
Do you currently manage your caffeine intake consciously?
Yes — I time it around sleep, focus windows, meals
Sometimes — when I've had a rough few days
Not at all — it flows freely
Going deeper Functional coffee
Have you ever reduced coffee or switched to decaf because of anxiety or sleep issues?
Yes — I've had to cut back
I've considered it but haven't made the move
No — my body handles it fine
Going deeper Brand identity
Which best describes how you relate to the brands you buy?
I pick based on who I am — brand matters deeply
I pick based on what works — function over feeling
I don't really think about it either way
Going deeper Brand identity
If a coffee brand had a strong subculture around it — like a streetwear drop or a music label — would that make you more likely to try it?
Yes, 100% — that's exactly the kind of thing I respond to
Maybe — only if the coffee was actually good
No — feels gimmicky to me
Going deeper You as a consumer
Do you read ingredient labels on food and drink products?
Always — it's a reflex
Sometimes — when something feels off
Never — if it tastes good, I trust it
Going deeper You as a consumer
How do you feel about Indian brands vs imported ones in the premium food and drink space?
Prefer Indian — it just fits better
Prefer imported — still signals quality to me
Doesn't matter at all — quality is quality
Going deeper You as a consumer
Have you tried any specialty or third-wave coffee brands?
Yes — and I loved it
Tried it — not really my thing
No — but I'm genuinely curious
What even is third-wave coffee?
Going deeper The product
If Martian launched a premium coffee at home for under ₹50 a cup — genuinely good, not a compromise — at what price does it stop being interesting?
Under ₹30 — otherwise I stick to what I have
₹30–50 — that's the range that works
₹50–80 — I'd pay it if the quality showed
₹80–120 — café quality at home, fair trade
Price isn't the deciding factor for me