Mr Edward Tirtanata was running a cafe selling artisanal tea blends in Jakarta when he spotted a bigger business opportunity in the coffee market: There was no good mid-priced coffee targeted at those who cannot afford to splash out on high-end brews too often.

There were only two options at the time - cheap coffee from roadside stalls, or expensive brews from foreign coffee chains like Starbucks and The Coffee Bean & Tea Leaf.