Press Release

SLEEPY OWL Brings To the Indian Consumer 100% Biodegradable, Equipment Free, On the Go Coffee


Sleepy Owl, the country’s pioneer brand of coffee, today announced its entry into the hot coffee segment with the introduction of an entirely new category- 5 min Dip-N-Sip Brew Bags. With this, Sleepy Owl eyes a larger chunk of the Coffee Industry in India which is projected to be a 5 billion dollar industry by 2020. The brew bags are a great innovation and a product to be reckoned with for today’s millennia’s and Gen x who like a strong cup of hot coffee, hassle free and on the go, making coffee drinking experience extremely convenient and enjoyable.

The new launch- ‘Brew Bags’ are a warm storm of revolutionary entry in the Indian Coffee market, giving consumers a gourmet experience at their convenience with simple equipment free two steps – Dip-n-SipDip the brew bags in hot water for 5 minutes to set the bags to brew and Sip to enjoy after. The Brew Bags are perfectly measured, roasted and ground to make a single solid cup of hot coffee.

Having received a seed fund of 3.26 crores ($500,000) from DSG Consumer Partners inApril 2016, Sleepy Owl has already launched eight SKUs in the market in the last 2 years- (mention the various products.)Commenting on the new variant, Ashwajeet Singh, Co-founder, Sleepy Owl, said, “As a result of 14 months of extensive R&D, we  have used a specific paper for the Brew Bags that is 100% biodegradable which lets the flavors seep through itself.”  Mr.AjaiThandi, Co-Founder, Sleepy Owl added, ” We are confident that our consumers will enjoy these new tiny and portable packs, which are surely be a part of everyone’s morning ritual, henceforth. Getting a great cup of pure coffee will no longer be a hassle, it’s easy and equipment free.”

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The Dip N Sip Sleepy Own coffee bags comes in a pack of 10 priced at INR 300. The company is already very big on digital marketing and a majority of their promotion spends will be focused on digital platforms for Dip N Sleep. The variant is introduced in  two flavors, The Original -signature blend of Arabica Coffee and the Dark Roast which is a stronger version and is meant for peoplewho like their coffee with milk.

Sleepy Owl currently retails through Foodhall, Le Marche and Modern Bazaar,Nature’s Basket, 24X7 retail outlets apart from its own website. 

Ishita Khanna

Just a small town girl living the big city dream! Travel, Food, Fashion and Photography is what she lives for.

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