Rage Coffee, a fast-moving consumer goods (FMCG) start-up backed by Indian cricket team former captain, Virat Kohli, has recently partnered with Keventers, a popular milkshake chain in India, to launch a new cold coffee flavour. The Hazelnut flavoured cold coffee will be sold at more than 200 Keventers outlets across the country.

This move is in line with the company's strategy of expanding its presence across quick service restaurants (QSR) and consolidating its omnichannel approach. Previously, Rage Coffee has collaborated with Nirula's and 99 Pancakes on similar menu engineering associations.

According to the founder and chief executive officer (CEO) of Rage Coffee, Bharat Sethi, such collaborations allow the company to cover multiple touchpoints and leverage the customer base of each brand. In addition, the partnership with Keventers is expected to create economies of scale in delivering consumer experience.

Rage Coffee was founded in 2018 and has since gained popularity for its unique blends of coffee, catering to the growing demand for specialty coffee in India. The brand aims to provide high-quality coffee that is affordable and accessible to a wider audience.

With the backing of Virat Kohli, Rage Coffee has gained significant attention in the Indian market. Kohli's involvement with the brand has helped to create brand awareness and build trust among consumers. The company reportedly raised $5 million from Sixth Sense Ventures as part of its Series A funding round in 2021.

Later in 2022, Virat Kohli invested in the start-up and joined the company as its brand ambassador.