How Sarah Sarosh Turned Coffee Obsession Into Impulse Coffees Brand

If you’ve ever wondered what happens when a creator’s love for coffee turns into a full-blown brand, meet Sarah Sarosh and Impulse Coffees. From YouTube reels to roast & flavour experiments, her journey is everything a creatorpreneur dream looks like (and then some).

A Cup, A Calling

Sarah describes herself as a “crazy coffee lady” in her bio. Born into a South Indian household, she grew up on filter coffee traditions. That early love set the tone. According to her brand’s about us, she is an occupational therapist, creator, and founder of Impulse Coffees.  

Impulse Coffees launched in 2021, riding the wave of creator-led brands, but with its own distinct identity: premium instant coffee, no added sugar, flavour-first innovation. 

Flavours That Speak

Impulse doesn’t just do coffee, it does personality in jars. Some SKUs (instant coffee blends) include:

• NutKhat Hazelnut Premium Instant Coffee 

• Raat ki Rani Espresso Instant Coffee 

• Mocha Flavour Instant Coffee Powder 

• Masti Bhari Strawberry 

• They also offer Instant Hot Chocolate Powder and Iced Teas for non-coffee lovers

Each flavour is made to grab attention (taste + name) and reflect Sarah’s playful, bold personality.

Behind the Brand Moves

Impulse is all about Made-in-India, ethical & sustainable sourcing. Sarah says the beans are sourced from Chikmagalur, processed in Surat (instant / flavouring), packaged in Gujarat, and shipped from Mumbai.  

What sets it apart among creator-owned brands is how Sarah uses her content muscle. She integrates products into her reels, posts her packaging reveals, tests flavours live, and listens to audience feedback. It’s not just a brand, it’s a content ecosystem.  

On the business side, Impulse deployed performance marketing (ads + SEO) to scale. 

Challenges, Backlash & Critique

Of course, every creator brand gets scrutiny. Some users on forums have challenged pricing, ingredient transparency, and “instant coffee = premium” claims.  

But Sarah acknowledges the friction. In interviews, she admits juggling content + operations is hard, and that she learns constantly.  

This Diwali & Beyond

With International Coffee Day around the corner, Impulse Coffees is perfectly positioned for festive hype. Their bold flavours, gift-box combos, and creator storytelling give them a strong edge. Sarah has teased winter launches too (floral & fruity) in interviews.  

If there’s one takeaway from Sarah’s journey, it’s this: creators who build with heart + hustle don’t just sell products, they sell identity. And coffee has never looked cooler.