Sarah Sarosh is an occupational therapist by background, but more than that, she’s a maker, a content-creator and, most relevant for this story, a “crazy coffee lady,” as she sometimes describes herself.

She grew up in a household of South Indians, and filter coffee ran deep. It’s an early experience that has stayed with him. But coffee wasn’t just a drink, it was tradition, taste, solace, energy and a vibe. Eventually, coffee transformed from ritual to obsession. And that obsession started to wonder  what if coffee was more than coffee? What if coffee could be a brand, like really, with identity, personality and flavour at its core?

From that passion, and from those ‘aha moments’, out of that love, sometimes an addiction to the bean came a company, Impulse Coffees. She was looking for something bold, tasteful and contemporary  but tied to tradition and coffee culture. Impulse Coffees is Sarah’s obsession, in the physical form of her acuity, aptitude and ambition.

Impulse serves up bold instant coffees, flavour-first mixes and modernist vibes coffee made for the dreamers, hustlers, and flavour seekers. For Sarah, Impulse Coffees is not just a company: it’s identity, it’s expression, it’s energy. The very name “Impulse” connotes spontaneity, emotion, and desire. It plays to that craving coffee cravings, flavour cravings, lifestyle cravings.

The Origin Story & Brand Genesis: What is Sobie?

Having been brought up in a South-Indian household, filter coffee was part of daily life. That meant warm, strong coffee in the morning, its aroma streaming through the house  with taste bound to remembrance; comfort and routine and tradition. It was this early coffee exposure that formed her palate, as well as her perspective on coffee not just as a beverage but as an experience. Over those years, the coffee seed was planted; it grew slowly, silently, patiently, until it flowered.

With this background, when she considered doing something on her own, coffee just became the vehicle naturally. It managed to mix heritage and memory with universality, since everyone drinks coffee, although not everyone drinks it with the same soul.

Transition: Creator → Entrepreneur

Sarah is more than just a caffeinated drinker. She makes content, lifestyle, travel, beauty, and daily musings and builds a presence out of it, a voice. That identity of the creator matters: it gives her perspective on building brand personality, engaging with the audience, and speaking in a tone that translates. This combination creator and coffee enthusiast laid fertile ground for constructing a coffee brand that could rely on storytelling, identity and relatability as much as it did on flavour and quality.

So in 2021, she took the plunge: Impulse Coffees was founded. The brand would not merely peddle coffee powders; it would peddle mood, vibe, palate, energy. Bold. Instant. Flavorful.

About the brand Philosophy: What Impulse Coffees believe in

Impulse Coffees is based on a few simple thoughts/values:

• Instant + Premium: Unlike regular slow-brew coffee or premium brew rituals, Impulse has instant flavoured coffee blend, convenience and flavour. The mission is “instant satisfaction, instant flavour, instant energy.”
• Flavour-first innovation: The blends won’t be boring coffee but flavourful, tempestuous and personality-driven flavours, mocha, hazelnut, “Raat ki Rani,” even dessert or unconventional ones.
• Made in India–Ethical & Sustainable sourcing:  Impulse sources coffee beans from areas such as Chikmagalur, processes and packs within India (processing in Surat, packing in Gujarat, logistics out of Mumbai). This traceability is appealing to customers who value the origin, ethics and Indian identity.
• Content-driven brand building: Since Sarah is a creator, the brand isn’t built only on traditional marketing. She leverages her content creation expertise, reels, videos, and stories to seamlessly weave Impulse products into lifestyle content that feels natural, aspirational and part of everyday life. It’s that intersection of creator authenticity and product marketing, which is a driving difference.

This philosophy sees Impulse Coffees as “not just another instant coffee brand,” but a lifestyle brand younger, bolder, urban, flavour forward, identity-driven.

Products, Offerings & Flavour Range

The Impulse Coffees are more than mere instant coffee: they come with a hint of flavour, mood, vibe. Here’s a selection of them.

NutKhat Hazelnut Premium Instant Coffee: a hint of hazelnut flavour for those who like it nutty sweet

“Raat ki Rani” Espresso Instant Coffee: What it means “Raat ki Rani” Espresso Instant Coffee, a name evoking mystery, perhaps nighttime sounds or strong musky vibes

Mocha Flavour Instant Coffee Powder: a delicious chocolatey mocha flavour and real coffee kick

Hot Chocolate Powder & Iced Teas: For anyone other than sweetened-coffee drinkers, who might prefer some other drink option (hot chocolate, iced-tea flavoured drinks)

 A beverage brand, a lifestyle brand. It’s about serving various moods: morning coffee, indulgent mocha, iced tea, hot chocolate when you’re curled up at home, whatever best represents “your mood.”

What’s more, by focusing on instant products, the brand grabs convenience for now busy mornings, on-the-go lifestyles, quick energy fix without compromise (so says the brand) to taste or quality.

Brand, Marketing & The Creator-Powered Strategy

One of the most striking things about the Impulse Coffee’s of this world is that it defines brand and marketing around its creator background, and that doesn’t happen by chance.

Content-first marketing

And she keeps a presence on social media (video, reels, posts) so that she isn’t just dependent on ads. Instead, she integrates products into content things like lifestyle videos, “taste-test” vids, behind-the-scenes and packaging reveals, recipe-esque content. This creates authenticity, the audience watches the founder making coffee, trying it, tasting; they experiment with flavours, not just a slick ad. This sort of integration makes the brand feel genuine, likeable and organic (which is very true to the “Impulse” name).

Transparency and traceability

Impulse’s supply chain (beans from Chikmagalur, processing in Surat, packaging in Gujarat and logistics from Mumbai) is laid out — an effort to be transparent, to interest customers for whom the origin of the product and ethics are important selling factors. In a sector where “instant coffee” is often the butt of jokes, openness also builds trust.

Strong identity: flavour + personality

Impulse doesn’t pretend to be “just coffee.” It has ambitions of authenticity-claims that are seldom questioned these days-for boldness, youthfulness, experimentation, flavour-craving. They have fun names for flavours, modern packaging and conversational marketing. The company capitalizes on today’s contemporary Indian youth craving for novelty, identity and lifestyle. It’s as much about spirit as it is about coffee. This is what helps Impulse create a clear space in the minds of older, more staid coffee/instant tea players.

Performance-based marketing + community feedback loop

Beyond content-led marketing, Impulse leans on performance marketing ads, SEO, and digital campaigns to scale reach. They augment that with community feedback: early customers, reviews, social media virality to iterate and evolve flavour, packaging, product offering. The brand is a shared adventure with the consumers.

Agile product-branding approach

The Impulse approach looks nimble: roll out new flavours, experiment with offerings (coffee, hot chocolate, iced tea). It’s a matter of remaining dynamic, to always be mindful of consumer tastes, not static. It dovetails with Sarah’s creator ethos: Content grows and changes, moods swing, tastes shift; the brand ought to too.

Growth, Reception & What’s Working

Since launching (circa 2021), Impulse Coffees has been discovered mostly by younger, more digital-native audiences – who are attracted to the brand’s flavour-first approach, fresh wording and content-driven aesthetic.

Creating a niche

In a market saturated with traditional coffee and tea brands, Impulse has found its niche: instant coffee that doesn’t taste “instant”, created in innovative flavours, presented by youthful branding and a bit of attitude. That niche helps distinguish the brand, particularly among younger adults, urbanites, students, and young professionals.

Leveraging creator credibility

The fact that Sarah is already on the internet should help, because she has nothing to prove; people know who she is. Her followers, accustomed to her voice, taste, and reviews, serve as first customers, early adopters, and brand advocates. That pre-existing customer base gives Impulse a leg up over many other typical startups.

Additionally, the brand’s transparency around where it sources and how it makes its product resonates with values-conscious consumers. And in a market where more instant coffee brands are processed anonymously, the traceability of Impulse adds value.

Product-variety & lifestyle offering

Impulse’s mix of coffee blends, hot chocolates and iced teas promises to provide flavours, moods and variety, extending its potential customer base beyond the scope of coffee drinkers. This inclusiveness (coffee lover + flavour seeker + non-coffee drinker) also broadens market appeal.

Also, the fact that instant coffee, modern packaging, and delivery take care of the needs of young urban buyers, we are kind of looking at offering a product and service that matches modern lifestyle: on-the-go, convenience-driven & digitally ordered.

Challenges, Critiques & What’s Not Always Smooth

And for all its appeal and momentum, Impulse Coffees and Sarah Sarosh’s business have encountered setbacks, some a product of consumer perception; others complicating the creator-brand model.

The “instant coffee = premium” skepticism

In (much of) the Indian coffee drinker’s head, and for that matter among more general coffee puritans,” instant coffee” is a bad word: one to be associated with poor taste, lack of richness, low quality, compromise. For a brand that positions itself as “premium + instant + flavourful,” negating that bias is difficult. Many might wonder whether an instant coffee can compare to a freshly brewed filter/espresso / barista-style brew, especially long-time traditional coffee fans. 

Questions of what is in it, how transparent they are and the price

Any time a brand, particularly a newer, hipper one, advertises itself with premium claims, skepticism ensues: are the ingredients top-drawer? Are there additives? Is the taste genuinely better? Is the price justified? For some detractors or doubting consumers, Impulse’s instant blends still can come off as “processed,” albeit even with the promise of revolution; they also may seem pricey compared to more traditional instant coffee options. Indeed, some of the forum-style discussions express these kinds of concerns – while some users rhapsodize about the flavours on offer, others ask if it’s too expensive or over-hyped. (Reddit)

The balance of creator and brand: content vs operations

Managing a brand while at the same time creating content, particularly as a solo founder, is difficult. As Sarah says, she now and then keeps in mind the amount of balls she is juggling: managing logistics, quality control, customer feedback, manufacturing or sourcing, delivery marketing, etc ETC on top of being content creation, video shoot, social presence, it really is a “planetary collision”. All such a double life could mean burnout, even hat-switching fatigue and stress. 

Secondly, Fast flavour experimentation or expansion, quick growth can create a mindset of quality variance, supply chain complexity and customer expectation management, something that is tricky to do if you are still only a small/medium brand.

Perception vs reality: expectations management

Bold branding, catchy names, lifestyle imagery and social-media hype have people thinking or at least hoping they’re in for a “gourmet” cafe-style coffee experience. However, at the end of the day, it’s instant coffee; there may be sacrifices to taste versus freshly ground and brewed specialty coffee. That space between what we expect and what we get is hard to navigate. Some early adopters may be crazy about the brand; some purists, or coffee snobs, who have given it a whirl so far have expressed little enthusiasm.

Also, like any “creator-driven” brand, long-term sustainability depends on not just continued novelty and consistent quality but also appropriate scaling, which only becomes more difficult as the brand gets larger.

Why Impulse & Sarah Sarosh’s Story is Compelling and Important

What is it that makes Sarah Impulse’s story so relatable? What can we learn from it for would-be founders, consumers, the coffee business and creators?

It’s the “creator → entrepreneur” success model of today.

Impulse Coffees is a classic proof-point of how a digital creator with personality, taste, and content skills can turn passion, audience, and strategy into a consumer brand. It proves that in the 2020s , India (and around the world), purpose and passion-based entrepreneurship one rooted in a deep desire for coffee, personal story, childhood memories and authenticity creator background, can win. This is a path that’s distinct from the VC-backed startup or corporate brand; it’s more personal, more authentic, more relatable.

For creators/founders trying to make it: If you have deep, authentic passion, a following and a clear vision with your brand, do something greater than content creation. Build something sustainable – build out a business.

Reinventing “instant coffee” for a new generation

Coffee in an instant has long been associated with “cheap,” “low-effort,” “nostalgic,” or as a “compromise” (for purists). Impulse challenges that. By adding flavour, style, identity and marketing, it repositions instant coffee as something modern, fun, accessible coffee for youth, urban life, quick morning routines flavour seekers. It strikes a balance between convenience and us unwittingly having pretensions of grandeur.

In the process, it opens a fresh door to instant coffee: not only for people who need accessible, fast caffeine, but also those looking for accessible indulgence, flavour and identity coffee as a lifestyle accessory as well as a drink.

Localization + global sensibility

Impulse is fully Indian: harvested in Indian coffee regions, processed and packed till its final delivery (and possibly beyond). But the package design, the marketing tone and content have global sensibility: bold, modern, young and shiny. And that concoction resonates with young Indians who are steeped in tradition but cosmopolitan in their outlook.

It’s a powerful positioning, this localization-with-global-aspiration: brand is Indian at heart, but cosmopolitan in vibe.

Transparency, ethics, and consumer awareness

In a market befogged by mystery (anonymity in supply chains, lack of transparency about sourcing and product quality), Impulse’s work at providing tracking capability and openness — from the bean’s origin to its treatment to packaging as well as delivery — is remarkable. It’s for the socially conscious consumer who wants to know more about ethics, sustainability, origin, and value clarity.

For a lot, a brand that says “we know where our beans come from, we know how we process, we act responsibly as concerns packaging and shipping” is more reliable. And that can challenge Indian consumers to let their thoughts stray from flavour and price alone to ethics, origin, and sustainability.

Challenge & opportunity: filling the void between/excitement and substance

Impulse’s path stands in for the perennial struggle to reconcile hype and substance. Aggressive marketing, sexy flavours, social media, these sell. But maintaining customer satisfaction demands reliable quality, transparent branding and reasonable expectations. For the Impulse to have any staying power beyond novelty, it has to come through on promises: taste, transparency and quality.

This tension between brand identity/hype and product reality is a reminder for any new brand: storytelling will bring them in; quality keeps them around.

What the Media and Industry Are Saying About Impulse Coffees and Sarah’s Approach

As reported by the media and separate write-ups:

• Another write-up talks about how Sarah turned “coffee-obsession into a brand,” drawing attention not just to her love for coffee, but also her ability to translate that passion into an organized business.
• Her brand’s point of difference is that it offers “gourmet instant blends”, flavour-forward, bold blends that target the modern customer.
• The brand trajectory is described as the “creator-led brands” trend in India: personal story, digital presence, community building, direct-to-consumer model, and fast product-market fit.
• This also reflects the difficulty in positioning “instant coffee as premium” — a proposal that, some proponents admit, may be a tough sell to coffee purists; that branding is backed up with real quality, taste and transparency, lest one run the risk of being dismissed entirely.

Personalities, Values & Vision of the Brand

Sarah’s Identity & Voice

A mix in the millennial salad that makes Sarah who she is: Occupational therapist by knowledge, content creator by heart, coffee lover by soul and entrepreneur with ambition. This hybrid gives her a special vantage: She knows human needs health, comfort, aesthetic sensibilities from lifestyle content and consumer emotions community, identity, craving.

As the face and founder of the brand, Impulse Coffees is heavily personalized. The name, the flavour options, the marketing voice are all Sarah’s taste, quirks and ambition.

Sarah’s openness to experimentation to playing around with flavour hybrids, taking creative risks and embracing the audacious  suggests that she puts a premium on innovation, expression and breaking outside of moulds. She does not want Impulse to be “just another coffee brand.” She wants it to be a statement.

At the same time, she is grounded: She acknowledges that it is hard to run operations and create content; she knows that working in shadows is gruelling, and she strives to be transparent about sourcing, production and quality. It’s that honesty between creator and audience that is at the heart of the trust in the brand.

Brand Values: Adventuresome, Accessibility/Optimism & Friendliness, Dare We Say, Transparency

Impulse Coffees as a brand represents boldness (in flavour, in name, in persona), convenience (instant coffee, ready-to-mix powders, easy online ordering), identity (youthful urbanity and flavour-forward appeal) and transparency (traceable sourcing and ethical packaging). These numbers are what set it apart from your typical coffee/tea brand.

And in providing a variety of different flavours, hot chocolate, and iced teas, the brand acknowledges that people’s beverage desires and moods differ. Not everyone cares for dark, bitter black coffee; some prefer sweet mocha, or nutty hazelnut, others prefer comforting hot chocolate, and still others would like a refreshing iced tea. Impulse embraces that variety.

The Vision: Coffee as a Lifestyle, Not Just a Beverage

Instead of coffee as a daily check-in for caffeine, Impulse envisions coffee as lifestyle mood-shaping and identity-bearing and personality-signalling. A tin of “NutKhat Hazelnut Instant Coffee” isn’t just a product; it’s a flavour proclamation. Raat ki Rani Espresso is an attitude in itself.

Impulse wants to make coffee “cool again” for the youth of India who otherwise may opt for tea, cold drinks and energy drinks. By presenting coffee as flavour, vibe, identity, the brand is hoping to move perceptions, bringing coffee into wardrobes in the way we think about fashion, music and lifestyle.

What Comes Next: Possible Roads Ahead, Opportunities & Things to Watch

Considering what Impulse Coffees has achieved to date, there is a question as well of what might come next for the brand itself.

Scaling up & Product Expansion

Impulse could expand its flavour palate even more: seasonal tastes, limited editions, region-specific blends; maybe premium ground-bean coffee or cold brew lines. As more and more Indians start getting into coffee (particularly the instant + modern ones), there is scope for a lot of innovation in dessert-style coffees, decaf blends, ready-to-drink coffees, subscription models with personalized recommendations, gift packs, etc.

With the success of content-driven marketing, Impulse might consider extending to merchandise, brand collabs (with lifestyle brands), pop-ups, coffee culture events, so Impulse is not just a product but also a community/movement.

Deepening transparency & quality assurance

As more and more skeptics pay attention, and as the brand grows, what will matter is steady quality across product lines, honest sourcing, clean ingredient lists and transparent communication, not aesthetics and marketing. Impulse’s commitment to traceability, sustainability and manufacturing transparency will have to run deeper in order to sustain it for time, trust and true customer loyalty.

And packaging, logistics, scaling the supply chain, sourcing enough beans before processing them and storing the coffee in warehouses across India, they all become complicated as you grow. Managing them without compromising quality will be critical.

Creating Coffee Culture, Not Just Sales

Impulse has an opportunity to shape Indian coffee culture especially among younger consumers who might not be acclimated to filter coffee or espresso culture. Making coffee available, instant, tasty, branded: Impulse can catalyze a change: coffee becomes everyday, mainstream and fashionable. This cultural shift could have a huge impact beyond business.

Impulse might also play with educational content: on brewing, on beans, on sustainability and where coffee comes from, so they have a space not just as a product brand but as the coffee-culture advocate/educator.

Risks & Need for Balance

With expansion comes risk: over-expansion that dilutes brand identity, a slide in quality with mass production, consumer push-back if flavours don’t hit the mark, or merely oversaturation at the novelty end. In order to avoid that, Impulse will need to spend not only on taste, but in quality control itself, honest branding and constant iteration of flavour would come as part of this package too.

And, as competition heats up (other brands, big players gobbling up small ones, supermarkets selling indirect brands and global coffee chains), Impulse will have to stand out by capacity for unique flavours, its ethical supply chain and fair trade intentions, sustainable packaging, or a commitment to strong community building.

Also Read :Malavika Hegde| Nykaa Fashion

Conclusion: A Tale of Passion, Coffee & Boldness

At its core, the tale of Sarah Sarosh and Impulse Coffees is one of metamorphosis: of childhood tastes turned consumer brand; creator energy transformed into business ambition; coffee addiction converted into burgeoning enterprise; taste and identity distilled into lifestyle statement.

Impulse Exotic Coffees is at the confluence of tradition and modernity, drawing on the legacy of Indian coffee but designed for an urban, young, global audience. It smashes the stereotype of instant coffee, insisting on flavour, convenience, and character. It uses creator culture, storytelling, and community above product.

But in the end, beyond hype and marketing, Impulse’s real test will be one of consistency, quality, sincerity and sustainable growth. If it does that, while protecting its values in the process, it will have achieved more than the status of a brand; it will be a force for changing how an entire generation drinks coffee. To early adopters, customers and curious onlookers, Impulse is more than just about caffeine; it’s identity, vibe, flavour and a piece of this coffee-culture revolution.

FAQ – Sarah Sarosh