I am a south Indian and coffee is regularly served in my house. We do not use instant coffee, but buy coffee seeds, roast it, grind it and filter it to get a tasty decoction. As I have developed this taste from my younger days, I never liked an instant coffee. But when I tasted bru, I felt different. it is no where near filter coffee, but is strong and gives me good satisfaction. I love to have hot cup of Bru on a rainy day, or just when I am bored of monotony.
Also I love the coffee at Barista - Cafe Mocha. Its a must taste.