July 7 : in good co is a modern Indian café brand built around a simple idea: good coffee is about good company. The brand opened its first café at GK2, Delhi. Designed as a distinctive, contemporary social space for India to come together – in good co is progressively Indian in its design and rooted in neighborhood familiarity, while carrying a globally relevant point of view.
in good co, part of Aditya Birla New Age Hospitality , was founded by Aryaman Vikram Birla with the vision of creating not just a café brand, but a lifestyle and cultural narrative that fosters a neighborhood spirit and a sense of belongingness.
The philosophy behind in good co comes from a simple belief: in a fast-moving, constantly hustling young India, people increasingly seek stimulating rituals in spaces where they can connect, create and express themselves meaningfully. The brand was conceived as a response to the evolving café culture in India – one that often leaned heavily on borrowed Western aesthetics or a gaze that often stereotypes India, leaving space for a homegrown café identity that felt global and yet culturally rooted.
After conversations with more than 1000 consumers across cities, we recognised the need for a brand that reflected the way modern India lives today – ambitious yet social, globally aware yet deeply connected to local identity. The result is a café experience built around thoughtful hospitality, design-led spaces, wide and exploratory beverages menu and comfort-driven food.
On the occasion of the launch, Udai Pinnali, CEO of ABNAH said:
“At ABNAH, we believe the next generation of consumer brands will be built not just on products, but on culture. With in good co, our ambition is to create a homegrown café brand that reflects the confidence, optimism and evolving identity of modern India. Every element- from our visual identity and the design of our spaces to our menu and hospitality- has been intentionally crafted to bring that vision to life. We wanted to create a place where Indian familiarity meets global sensibilities; where a thoughtfully brewed filter coffee sits comfortably alongside an Americano, just as a Badam Halwa Croissant does alongside a Tiramisu.”
The Menu
The menu at in good co reflects the brand’s philosophy of bringing together global café culture with familiar Indian comfort. With over 60 beverages – more than half of which is the coffee range – and close to 50 food items across sandwiches, breakfast plates, wraps, bowls, croissants, desserts and five varieties of fresh breads, the menu is designed to feel wide and rooted in everyday cravings. Alongside specialty coffee that is single-origin, sourced from Chikkamagaluru, the beverage programme introduces offerings like Raf coffee, Tahini-based coffee, Matcha, Hojicha drinks, smoothies, protein beverages, hot chocolate that is made using Indian craft chocolate and seasonal cold drinks like Aam Panna and Shikanji-reflecting a generation of Indians whose tastes have become increasingly global. At the same time, classics like Southern Filter Kaapi and Asli Chai are created with the same authenticity and craft as an Americano or a Latte, celebrating Indian beverage rituals. Signature dishes include the Badam Halwa Croissant, Pindi Chole Hummus & Kulche, Butter Chicken Puff, Turmeric Brioche with Eggs. Even the naming of menu items carries the brand’s youthful, conversational tone-emotionally expressive, slightly philosophical and designed to feel relatable to modern India. The café follows an accessible pricing model, with both food and beverages priced in the range of INR 199–INR 450
The Brand identity
in good co’s brand identity is anchored in an iconic shade of blue – a colour that evokes ambition, confidence, and the spirit of champions, while also reflecting the optimism of a new India. The monogram, meanwhile, is designed as a subtle expression of plurality and togetherness – distinct forms and identities coming together within a shared visual language.
The Design
The interiors at in good co are designed to feel both distinctly Indian and globally contemporary. Designed in collaboration with the Singapore based Parable Studio, blue acts as the brand’s signature colour-symbolising openness, dreams and interconnectedness-while the spaces are intentionally laid out like a modern home, with a mix of communal tables and intimate corners. The first store features a central handcrafted puzzle table that represents connection and relationships, placed beneath a skylight inspired by traditional Indian courtyards. Hyperlocal details, custom ceramic installations and neighbourhood-inspired touches are layered throughout the space, alongside “The Goods”-a curated retail section featuring locally made merchandise in collaboration with home grown ceramic artists and entrepreneurs like Paperdom and Ekatra. The overall design language combines soft curves, textured materials and warm, human details to create a space that feels meaningful – appealing to what the brand describes as “The Romantics”: creators, founders, students, professionals and culturally curious individuals who see cafés as extensions of identity and lifestyle.