A 10-Minute Pitch at a College Event Helped a Sibling Duo Win Rs 35 Lakh for Their Coffee Startup
On a January evening in 2025, Sheena and Karan Khurana took the stage at IIT Bombay’s E-Cell event, armed with a frozen espresso shot and just 10 minutes to share the story of their startup, Zenma Coffee. What followed was not just a pitch, but a significant turning point for their entrepreneurial journey, leading to on-the-spot funding of Rs 35 lakh.
The Moment of Truth
The auditorium was filled with eager students and a panel of angel investors ready to evaluate the next big idea. Sheena, holding a small plastic cup containing the frozen espresso shot, captivated the audience with her presentation. By the end of their pitch, investor bids for Zenma Coffee had soared beyond Rs 3 crore, validating the hard work and dedication that the siblings had poured into their venture.
The Journey to the Pitch
While the moment on stage felt exhilarating, the path leading up to it was marked by persistence and personal experiences. Sheena and Karan’s journey began in their hometown of Delhi, where they grew up discussing coffee and its potential.
Background and Education
Sheena pursued a degree in Economics at the Delhi College of Arts and Commerce and later built a career in real estate private equity. Karan studied Economics at St Stephen’s College and was still in college when their conversations about coffee began to evolve into a business idea.
Identifying the Gap
During her corporate years, Sheena frequented cafes and noticed a significant gap in the coffee market. Many North Indian households were still reliant on instant coffee, while cafes offered rich, flavorful drinks made from fresh espresso. Sheena recalls, “I was going to coffee shops every day, spending Rs 250 to 300 on a cup. At home, we still had instant coffee that just did not taste the same.”
Starting Small: The Kiosk
In 2019, the siblings opened a small kiosk named ‘16 Grams’ in Gurugram. This venture allowed them to learn firsthand about consumer preferences and behaviors regarding coffee. Karan assisted Sheena between his classes, and the kiosk became a hub for office-goers seeking quality coffee.
Learning from Experience
The kiosk provided valuable insights into what customers wanted. They discovered that people craved the depth and flavor of cafe-style coffee, particularly milk-based drinks that relied heavily on espresso. However, most homes lacked espresso machines, which limited their ability to replicate the cafe experience.
Challenges During the Pandemic
When the COVID-19 pandemic struck in 2020, the siblings faced a significant setback. The kiosk, built with their savings, struggled to survive without foot traffic. By 2021, they had to close it down and pivot to an online model, selling coffee beans and ground coffee.
Understanding Consumer Needs
As they transitioned online, they continued to receive feedback from customers who wanted cafe-style drinks but without the need for expensive espresso machines. This challenge became the focal point of their next steps.
Innovating the Coffee Experience
Determined to provide a solution, Sheena and Karan began experimenting with ways to deliver espresso-like quality without requiring a machine. They realized that most cafe orders were milk-based, which depended on the richness of espresso.
Months of Experimentation
From late 2020 through 2021, the siblings conducted extensive experiments to preserve the quality of espresso. They pulled shots on a commercial-grade machine, tested various grind sizes, and altered extraction times. However, they faced challenges as the crema began to collapse shortly after pulling the shot.
The Breakthrough: Rapid Freezing
After months of trial and error, they discovered a breakthrough technique: rapid freezing. By freezing the espresso shot immediately at extremely low temperatures, they could maintain the flavor compounds and prevent the crema from breaking down.
Perfecting the Process
Sheena explains, “For us to keep the same taste, we had to flash freeze it. We did a lot of experiments, and people really could not tell that it did not come out of a machine.” This innovation allowed them to offer a product that closely resembled the experience of freshly brewed espresso.
The Pitch at IIT Bombay
With their product ready, Sheena and Karan prepared for their pitch at IIT Bombay’s E-Summit. The 10-minute presentation was not just about showcasing their frozen espresso shots; it was a culmination of their journey, their struggles, and their innovative solutions to a common problem.
Conclusion
The success of Zenma Coffee at the E-Summit marked a significant milestone for the Khurana siblings. They transformed their passion for coffee into a viable business, earning recognition and support from investors. Their story is a testament to the power of perseverance, innovation, and the importance of understanding consumer needs in the ever-evolving market.
Note: This article highlights the journey of Sheena and Karan Khurana, emphasizing their innovative approach to solving a common problem in the coffee market and their successful pitch at IIT Bombay.
