From College Idea to San Francisco Café: The Birth of Aura

Today, we’re joined by Kashish Juneja, the founder and operator of Aura Tea & Coffee. Kashish’s journey began quite humbly in her college dorm room at UC Berkeley. While many business students pursue conventional paths like consulting or banking, Kashish yearned for something more meaningful. After building a college social media app that reached more than a quarter million users, she realized her true passion was building community rather than chasing short-term financial goals.

Inspired by the vibrant boba scene of Berkeley and her personal health struggles with weight, Kashish envisioned offering healthier alternatives in the boba market, a space typically dominated by sugary drinks. What started as an exploration of sugar-free and even CBD-infused boba drinks eventually evolved into a broader mission: creating a welcoming “third space” café where people could experience community, health, and culture all wrapped into one.

Redefining Aura’s Vibe: The Power of Experience Over Product

When Kashish launched Aura at 101 Spear St in downtown San Francisco, she wasn’t just selling drinks; she was creating an environment where the drink was merely an excuse for people to gather, relax, and recharge. This desire to foster a “third space”, a place separate from home and work, has become central to Aura’s identity.

Many customers visit a café not just for what’s in their cup but for the atmosphere, the shared energy, and the chance to connect. Kashish references the importance of this concept heavily. She noted that where many workplaces or homes don’t encourage genuine breaks and social interaction, Aura aims to be that refreshing escape to restore one’s “aura,” or energy and light. This holistic view of a café as a community hub rather than purely a retail spot differentiates Aura in a city buzzing with many options. Creating a vibe where customers feel part of something bigger is key to her brand’s success.

Challenges and Pivots: Evolving Aura’s Menu and Mission

Originally, Aura experimented heavily with sugar-free boba options, using alternative sweeteners such as erythritol, alulose, and stevia. However, feedback from nutritionists and health-conscious customers led Kashish to rethink whether these concoctions were actually beneficial or just trendy substitutes.

Going back to the basics, she began making her own almond milk from organic almonds and sweetening with raw jaggery, a traditional unrefined sugar cane product from India. Infusing these drinks with Indian spices like saffron and cardamom gave Aura an authentic cultural twist. Through this iteration, Aura’s offerings have become a blend of health, authenticity, and cultural pride. Kashish openly shares that grappling with cultural identity played a big role in defining the brand’s direction. Initially hesitant about embracing her Indian roots for fear of cultural appropriation accusations, she later realized that bringing her own heritage into the drinks and ambience gave Aura a unique voice. This journey of embracing health, community, and culture has shaped Aura into a space people can both trust and feel proud to support.

The Importance of Authenticity in Branding and Personal Growth

Kashish’s story resonates deeply because it goes beyond the food and beverage aspect into a personal narrative about authenticity. Like many first-generation Americans, she struggled with insecurities and a desire to fit in, sometimes molding herself in partnerships and business relationships to please others. This came at a cost of passion and clarity in her mission.

Now, with Aura fully under her guidance, she’s recommitting to herself and the brand’s core values. She emphasizes that sales and growth will naturally follow when she stays true to her why, building genuine community rooted in health and cultural pride. This emphasis on authenticity extends into Aura’s marketing. While early marketing efforts were bold and sometimes “crazy,” Kashish has refined her approach to better align with her evolving audience and corporate clients, though she’s excited to reintroduce some of that original energy to reconnect with her core base.

Innovating Beyond the Café: Catering, Classes, and Workplace Experiences

Location and foot traffic challenges in downtown San Francisco forced Kashish to think creatively about generating additional revenue streams. She developed a catering business that brings Aura’s drinks and experiences directly to offices, turning workspaces into mini Aura environments. This includes setting up pop-up boba bars and even partnering with her mother, who runs a Bollywood Zumba company, to offer dance classes as workplace wellness events. These multifaceted offerings emphasize hospitality and community, enhancing Aura’s brand beyond the physical shop. Such adaptations highlight the importance of diversifying income for food and beverage entrepreneurs, especially when traditional retail metrics fluctuate.

Navigating Rising Costs and Finding Pricing Balance

The café business is notorious for slim margins, and rising labor costs, inflation, and higher prices for ingredients in San Francisco have hit Aura just as they have others. Kashish speaks candidly about the decisions she faced: raise prices, cut costs, or grow volume. Initially reluctant to increase prices, she ultimately chose to honor the handcrafted quality of her drinks with a modest price bump.

Her philosophy is grounded in giving customers value through the taste and experience they receive. When quality and care are evident, customers understand the price. Kashish insists that competing solely on price does not serve most businesses long-term; instead, competing on experience and authenticity makes a lasting impact.

Scaling with Personality: The Human Side of Growth

A major concern for many growing brands is maintaining a personal touch as they scale. Kashish shares how she still personally connects with her catering clients and customers, answering their messages, building relationships, and creating a sense of family.

However, she acknowledges this will become unsustainable if Aura experiences rapid growth, so she’s thinking ahead about building a team that embodies Aura’s values. Hiring people who reflect the brand’s energy, personality, and dedication to authenticity is critical to maintaining the Aura experience even as operations expand.

She also openly discusses her growth edge: building efficient processes. Despite loving marketing and being herself on social media, systemizing operations remains a challenge, reflecting an area where strong team members can support future growth.

Marketing Mastery Through Authenticity and Old-School Hustle

Kashish believes marketing success hinges on authenticity. Her marketing is grounded in being herself, telling the truth, and building trust. She admires brands like Liquid Death, who combined problem-solving with memorable, disruptive marketing. Yet she also emphasizes old-school tactics, like in-person events and door-to-door outreach, especially for consumer products like Aura’s drinks.

While social media serves as a branding tool, Kashish stresses it is not a quick path to sales. The personal, face-to-face approach secures dedicated customers who genuinely support the brand over time. Despite adapting her messaging for corporate clients on LinkedIn, Kashish is keen to bring back some of her original “crazy” personality in marketing, recognizing that trying to please everyone diluted her authentic voice. She encourages entrepreneurs not to fear being themselves and to embrace the unique vibe they bring to the table.

The Road Ahead: A Shared Journey of Resilience and Growth

In closing, Kashish and her interviewer reflect on their shared experiences as entrepreneurs facing failures, learning curves, and reinvention. Running a food business is challenging in any city, especially San Francisco, but Kashish’s journey illustrates how staying true to core values, community, health, culture, and authenticity, provides a strong foundation for sustainable growth.

Aura’s path forward includes expanding its cultural fusion menu, deepening its third-space experience, and scaling mindfully while preserving personal connection. For business owners and brand builders alike, Kashish’s story is a compelling example of how authenticity and adaptability go hand in hand. For those visiting San Francisco or looking to partner on catering or unique events, Aura Tea & Coffee offers more than a drink, it offers a sense of belonging, flavor, and light.