The Change-Makers | Third Wave Coffee's Ayush and Anirudh on innovation

For Ayush Bathwal and Anirudh Sharma, co-founders of Third Wave Coffee, the journey from their first store to making it to the Fortune India 40 Under 40 list has been nothing short of exhilarating.

The award recognizes India’s most promising young entrepreneurs, and for the duo, it’s not just an accolade, it’s a testament to a decade of hard work, constant reinvention, and deep connection with their customers.

Busting the Hustle Culture Myth

Both founders share a philosophy that challenges the glorification of burnout. They believe success doesn’t require burning the midnight oil, sometimes, working smarter beats working harder.

This mindset shift has helped them focus on strategy and efficiency, allowing Third Wave Coffee to scale without losing its essence.

The Power Move Nobody Saw Coming

Ayush and Anirudh credit much of their growth to their ability to remain calm under pressure and take a step back to reassess before making big decisions.

In a competitive industry where brands often rigidly stick to their initial plans, Third Wave thrives by adapting daily to customer feedback rather than clinging to a fixed roadmap.

The Bold Moves that Built the Brand

One of the boldest moves for Third Wave Coffee was the decision to constantly evolve, innovating across categories, flavors, and formats.

They launch four to five new products every month, keeping their loyal customer base curious and engaged. Instead of chasing a single “big moment,” they focus on creating small but consistent wins.

Unexpected Customer Moments

While coffee customization is common, the co-founders recall a humorous moment from their early days, a customer once ordered a sandwich and then asked if they could provide a finger bowl. While the request wasn’t about coffee, it remains one of their most memorable customer interactions.

The Future: Innovation Every Month

The next big thing for Third Wave Coffee isn’t a single launch, it’s their relentless commitment to innovation.

By introducing new products every month and responding to consumer tastes, Ayush and Anirudh ensure that the brand continues to stay fresh, relevant, and ahead of trends.

The Personal Bucket List Before 40

When asked about the one thing they want to do before turning 40 that would make their younger selves jealous, Ayush dreams of completing a marathon, while Anirudh has his eyes set on skydiving. These aspirations show that even amidst building a successful brand, the two continue to chase personal milestones that fuel their spirit.

As part of Fortune India’s 40 Under 40, Ayush Bathwal and Anirudh Sharma are proof that success comes from listening, innovating, and staying true to your customers, one cup at a time.