Big Idea

Cupshup is brewing a storm in a teacup

This Mumbai-based start-up has found an effective way to convey an advertiser’s message — serve it with hot tea or coffee

Faisal Magray

Sidharth Singh had his eureka moment in 2014. Just like some of the founders of the biggest companies today, he was struck with the idea in college, working on a cup-branding project for an assignment. The idea seemed ingenious. For most of us Indians, our day doesn’t start without a hot cup of chai or coffee. Even a workday is incomplete without a trip to the nearby tapri and sipping away our misery. Chai and coffee are everywhere, so why not monetise the cups they are served in?