Signals

India – A new kind of party is percolating across India, with Gen Z embracing caffeine over cocktails, as reported by Elle India. DJ Tanishq’s viral coffee rave at Corridor Seven Coffee Roasters in Nagpur kicked off a movement that swaps nightclubs for cafés, spinning house and Afro beats for sober crowds sipping iced matcha and espresso shots.

‘I was just bored with the nightlife,’ Tanishq explains. ‘Coffee is something I love, and I wanted to share that with my audience.’ His More Coffee, More Rave tour has since travelled nationwide, drawing in fans who prefer daytime parties without alcohol.

‘A café or coffee rave is about energy, connection and authenticity,’ says Vidur Mayor, founder of FES Café in Gurugram. ‘It’s not about excess or partying till you drop – it’s about enjoying great music, meeting like-minded people and being part of something new.’

While some café owners see it as a passing fad, others believe it marks a cultural shift. As Kareena Bulchandani founder of Mokai Café notes, ‘It has a lot to do with how alcohol is on a massive decline and the newer generation prefers maintaining a healthy lifestyle and not falling for hangovers.’

In our Sober Social Fix report, we analysed how, as the sober-curious movement strengthens in the US, younger generations are redefining how to enjoy going out with friends, opening up opportunities for hospitality and nightlife brands.