Cold Brew Coffee Concentrates From Brew Ex Machina | Indie Eats
With claims of being India’s first company producing cold brew coffee, Brew Ex Machina has a lot to live up to. Their small range of products makes them ideally positioned to qualify as an independent coffee producer, especially since you can taste the refreshing smoothness in their coffee.
The brand is also present at The Daily, where you can sip on the cold brew in cocktails at one of the nicer casual bars in Mumbai.
We had a quick chat about the company, its origins, and its plans ahead with founder Vishal Sainani. Here are some edited excerpts:
We are seeing coffee grow by leaps and bounds over the last couple of years. What do you think has caused this?
I think mainly after the ‘third wave of coffee’ in the west, people’s interest in coffee grew a lot more all over the world. It was all along run mechanically only by big corporations, but then the third wave brought about importance right from the farmer to the barista. Everyone worked towards their craft in achieving a quality product that the customer deserved.
Along with the people in the business, the customers are also getting involved and evolving. With the internet and social media, there’s so much exposure. People in the smallest cities know what’s happening all over the world. Something that’s good and popular is always sought after.
What started off as a lifestyle and social beverage has now become deeper rooted.
As an entrepreneur, do lots of openings encourage you or does it feel like more competition?
Well there are pros and cons to everything. I just want to be able to make the best cold brew in the world. It’s okay if others are doing better. That doesn’t bother me. For someone as lazy as me it’s a motivation to be honest. It’s also good to know that there are more and more people who are as passionate about spreading good coffee around.
What made you start Brew Ex Machina?
The answer lies in the name inspired by deus Ex Machina. To simplify, I didn’t enjoy most of the coffees served in cafes around. I was working in my family business since years, but I also wanted to do something that was entirely mine.
I would’ve loved to start a band but I kinda sucked. Luckily my cold brews weren’t that bad.
Are you self-taught or do you have a background in hospitality?
I have no background in hospitality or the coffee business. It’s pure passion and interest and years of research and gallons of trials and error.
Take us through the best and worst thing about running an upcoming beverage business?
I believe that BXM was probably the first cold brew company in India. Although we didn’t have a name and company, but when we did our first tastings in March 2016, barely anyone had heard of cold brew. So it was a task to explain and educate, but people have gotten more aware since then.
But it’s still only the tip of the ice berg. There’s a long way to go. The internet has little to offer other than some basic information about cold brew, which is relatively new all over the world. There are no machines or experts specifically for converting this into a business. I’ve had to try and do everything myself. It’s been a pain and I’ve lost most of my sanity, but I’ve enjoyed it.
Tell us about the strangest request you’ve ever received from a client!
During one of our tastings I was explaining to a lady that a cold brew is naturally sweeter and smoother. She expected it to be something like a frappuccino. She added sugar syrup at least 5 times which was eventually more than the cold brew concentrate. I wonder how that must’ve tasted.
What sort of a space do you operate out of?
I converted my mum’s kitchen into a lab. As much as she was happy that her son had finally become a scientist, her whole wardrobe and hair started to smell of coffee. So now we’re in the process of starting a full-fledged brewery in Andheri.
Where do you get your ingredients from?
I have developed a blend specially for cold brewing with a roaster in Bangalore who sends us beans in small batches. Our original blend is a 100% arabica from Chikmagalur.
Towards who have you targeted Brew Ex Machina?
Well it’s for people who enjoy coffee for what it is. Having it the way it was meant to be had. Someone who loves a typical ‘cold coffee’ might not enjoy our drinks a lot. It’s for people who need brewed and not instant coffee in the comforts of their homes and offices and don’t have the time to go to a cafe and take selfies.
Luckily there are more than a few. We’re the only company who make cold brew in concentrates. We want people to have the freedom to have it anyway they like it. You’ll be surprised to know how versatile cold brew coffee can be. But then there are the lazy ones too. We shall be introducing some ready to drink variants soon.
What’s your favourite drink from the Brew Ex Machina menu?
As much as I’d wish I was a purist, the Cold Brew Latte is my favourite.