A brand is psychological as much as it is physiological, and narrower the gap - better the brand. It is with this principle that Tarun set out to create what is one of the most differentiated personal care brands of today. Coffee is one of most celebrated products in the world. It has gone through different waves of evolution and is now considered a strong determinant of millennial and gen Z identity. Surprisingly, it was only after an experimental healing session with a bag of green tea that got Tarun to research and realise the potential for a world-class personal care brand. MCaffeine is one of the bestselling brands digitally, has one of the most innovative product lines, and knows what the modern consumers want.