Top 10 Promising Tea and Coffee Startups

Vol. 09 | Issue 04 | 2024 Top 1 Joy in a Cup How Tea and Coffee Startups are Rejuvenating the Indian F&B Industry? Promising Tea Coffee Startups and Promising Future Challenges and Opportunities for Modern F&B Startups to Boost the Ecosystem of Innovation Nithara Coffee Nitish Harihar, Founder The Mesmerizing Blend of Ambrosial Coffee Brews

Top 1 Promising Tea Coffee Startups and

Editor’s ONLY ONE.‘‘ Note LET’S GET INSPIRED OVER A CUP OF TEA OR COFFEE…! A READER LIVES A THOUSAND LIVES BEFORE HE DIES . . . THE MAN WHO NEVER READS LIVES T he tea and coffee industry has witnessed a remarkable transformation in recent years, driven by a surge of innovative startups that are redefining how consumers experience these beloved beverages. In 2024, a new wave of promising tea and coffee startups is emerging, each bringing unique offerings and approaches that cater to evolving consumer preferences. These startups are not only focused on quality and flavour but also emphasize sustainability, health benefits, and the overall customer experience. media and digital marketing strategies to engage with their audiences, creating vibrant communities around their brands. Health and wellness are also at the forefront of many of these startups' missions. With a growing awareness of the health benefits associated with tea and coffee, several companies are focusing on functional beverages that offer added health benefits. Whether it's through unique blends that incorporate superfoods or products designed to boost energy and focus, these startups are catering to health-conscious consumers looking for more than just a caffeine fix. One of the key trends among these startups is the emphasis on sourcing high-quality, ethically produced ingredients. Many of these companies prioritize direct relationships with farmers and producers, ensuring that their products are not only delicious but also support fair trade practices and sustainable farming methods. This commitment to ethical sourcing resonates with a growing segment of consumers who are increasingly conscious of the impact their purchasing decisions have on the environment and local communities. In this exclusive edition, we can see that the tea and coffee landscape in 2024 is vibrant and dynamic, with a host of Insights Success India, ‘Top 10 Promising Tea and Coffee Startups,’ leading the charge. These companies are not only redefining how consumers engage with their favourite beverages but also championing sustainability, health, and community. As they continue to innovate and inspire, these startups are poised to make a lasting impact on the industry and the way we enjoy tea and coffee. In addition to ethical sourcing, many of these startups are leveraging technology to enhance the customer experience. From innovative brewing methods to subscription services that deliver fresh products directly to consumers' doors, technology is playing a crucial role in how tea and coffee are marketed and consumed. These startups are also utilizing social

08 P R O F L E S COVER STORY 18 Madras Premium Coffee Energizing People with Refreshing Filter Coffee 26 Teasana Hand-Blended Tea’s Wa?ing Aroma Warming Your Senses and Soul A R T C L E S 14 Joy in a Cup How Tea and Coffee Startups are Rejuvenating the Indian F&B Industry? Nithara Coffee 22 Promising Future Challenges and Opportunities for Modern F&B Startups to Boost the Ecosystem of Innovation The Mesmerizing Blend of Ambrosial Coffee Brews

Top 1 Promising Tea Coffee Startups Vol. 09 | Issue 04 | 2024 and Top 1 Joy in a Cup How Tea and Coffee Startups are Rejuvenating the Indian F&B Industry? Promising Tea Coffee Startups and Promising Future Challenges and Opportunities for Modern F&B Startups to Boost the Ecosystem of Innovation www.insightssuccess.in Editor-in-Chief Pooja M. Bansal Nithara Coffee Company Featuring Description Nitish Harihar, Founder Managing Editor Gaurav PR Wankhade Assisting Editor Prajakta Zurale The Mesmerizing Blend of Ambrosial Coffee Brews Kannan Jubilee Coffee Company J. Shanker Krishnan, CEO Kannan Jubilee Coffee company is one of the premium coffee manufacturers in India for the past 50 years. sales@insightssuccess.in SEP, 2024 Visualizer Sandeep Tikode Art and Design Head Sameen Arif Sr. Graphic Designer Nagaraj Patil Krishna Coffee is an ethical coffee brand with the simple goal of providing people with flavorsome and most aromatic coffee blends. Krishna Prasad M, Managing Director Krishna Coffee Works Corporate Offices: Insights Success Media and Technology Pvt. Ltd. Survey No.133/134, Brand Square, Office No. 512, Kunjir Chowk, Pimple Saudagar, Pune, Maharashtra 411027 Phone - India: +91 8793630422/24 Email: info@insightssuccess.in For Subscription: www.insightssuccess.in At M.L Coffee House, the decoction is obtained by percolation brewing of finely ground coffee powder in a traditional Indian filter. Vice President Swapnali Vasaikar Asst. Vice President Asst. Manger Pratiksha Jagtap Team Lead Nishant Sinha, Founder M.L Coffee House Tejaswini Whaval Nitin Patil Madras Filter Coffee is passionate about bringing the authentic taste of South Indian coffee to coffee lovers everywhere. Madras Premium CoffeeVaruntej Krishnamsetty Founder and Chairman Technical Head Prachi Mokashi Technical Specialist Rajeshwari Avhad Insights Success Media Tech LLC 555 Metro Place North, Suite 100, Dublin, OH 43017, United States Phone - (614)-602-1754 Email: info@insightssuccess.com For Subscription: www.insightssuccess.com Nithara Coffee is a coffee powder manufacturing company based in Salem, Tamil Nadu, providing the best quality coffee powder from deep rooted understanding of growing, harvesting, curing, roasting and blending of coffee. Nitish Harihar, Founder Nithara Coffee Digital Marketing Manager Renuka Kulkarni SME-SMO Executive Nikita Khadalkar Circulation Manager Tanaji Fartade Mr Sunil D'Souza, MD & CEO Ripple Tea is scaling into branded retail outlets with the launch of three ChaiBazaar outlets across Munnar. Ripple Tea Chai Bazaar Honey Khatri, Purchasing and Operations Manager Saltoro Coffee Roasters is a food production company based out of Noida, India. Saltoro Coffee Roasters Sleepy Owl is a homegrown Indian Instant Coffee brand that offers flavored Instant Coffee. Arman Sood, Director Sleepy Owl Coffee 300/- Teasana is a GMP certified, highest quality, symphony of flavours, ranging from calming herbal infusions to invigorating green teas. Biswajit Tripathy, Founder and CEO Teasana https://twitter.com/insightssuccess Follow us on : www.facebook.com/insightssuccess/ We are also available on Third Wave is dedicated to providing you with freshly roasted 100% Arabica speciality beans from around the world. Third Wave Coffee Roasters Anirudh Sharma, Co-founder Copyright © 2024 Insights Success Media and Technology Pvt. Ltd., All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success Media and Technology Pvt. Ltd. Reprint rights remain solely with Insights Success. Printed and Published by Insights Success Media and Technology Pvt. Ltd. RNI NUMBER: MAHENG/2018/75953

Top 1 Promising Tea and Coffee Startups Nithara The Mesmerizing Blend of Ambrosial Coffee Brews Coffee Nithara Coffee procures its coffee from its own award-winning estates and other leading estates from the southern hills of India, mainly from Chikmagalur, Kushalnagar and Wayanad. Cover Story Nitish Harihar, Founder

T has led to many different offshoots in the filter coffee market, such as Single Origin Coffees and Make to order coffees. This market has seen a sharp turn towards quality- specific coffee. he coffee market has always been a quality driven market. Consumer awareness has increased with regard to the different quality aspects of coffee. This The proof of the recipe is always found in the pudding. “Having said that, Nithara Coffee invites you to try its Coffee Products to experience Coffee at its Best.” A Delight in Bequest Nitish Harihar, the Founder expresses, “We have implemented novel practices unique to us, which include rigorous quality control measures to ensure that the customer’s experience while drinking coffee is at its best.” Coffee Consumption in the past has been more prevalent in South Indian Markets compared to North India. With the increased awareness of coffee, it is seen that coffee consumption has risen slowly but steadily over the last 20 years, even in North India. Hotels/Restaurants/Cafes serving liquid coffee are also on the rise both in the urban and rural areas. Nithara Coffee do not overstock finished goods. Rather, the company incorporates novel practices that are unique, which include rigorous quality control measures to ensure that the customer’s experience while drinking coffee is at its best. Many leading brands are opening up cafes in metropolitan areas and are providing unique experiences for the coffee connoisseur. Similarly, people can experience coffee shops sprouting up in semi-rural and rural areas. All of these go to indicate that the awareness of coffee has increased and is motivating the consumer to consume more coffee regularly. He further adds, “As I see it, the way forward is to customise the coffee for each customer after understanding the kind of coffee they are expecting. For a newbie to coffee, Nithara Coffee always have its standard blends, which the company recommends try for starters.” Coffee has been a part of our daily routine; people tend to have coffee for breakfast or with their afternoon snacks. However, despite it being absolutely rooted in our routine and social customs, the truth is that we do not always focus on the factors that distinguish the qualities of a nicely brewed coffee. Compared to instant coffee, filter coffee takes more time and effort to brew. However, the filter coffee experience remains at the zenith as it is brewed and served freshly. Embracing the Fundamentals The market is also now becoming more aware of the different brewing methods available such as Moka Pot, Aeropress, and Siphon, which are a little different from the classical way of brewing filter coffee using the Stainless steel/Brass South Indian Filter. A filter coffee customer would like his/her coffee freshly to the ground and have a consistent taste year-round. The brewed coffee should have Good Taste, pleasing Aroma, Consistency in every purchase, a pleasant Mouthfeel, and a Lingering Aftertaste. Nithara Coffee procures its coffee from its own award- winning estates and other leading estates from the southern hills of India, mainly from Chikmagalur, Kushalnagar and Wayanad. Nowadays, we come across many customers who want their coffee blends as per their formula/requirements. Nithara Coffee is a family of coffee growers with a long history in coffee cultivation and the sale of coffee. Nithara, meaning “deep-rooted,” represents its fundamental ideals being Quality, Consistency and Service. Its coffee products are manufactured just in time to ensure that the coffee has the highest degree of freshness. This is done only after rigorous quality checks and positive cup tasting. We take the guidance of a good team of cup tasters who cup-taste the coffee even before we procure it. This ensures that the raw material of the green beans is of excellent quality. Coffee is roasted only on an order basis, and we maintain a very bare minimum stock of roasted coffee at our premises. This is to ensure that the coffee does not become stale. These different brewing methods have also aroused customers’ curiosity to try differently brewed coffee. Hence as a coffee grower/roaster, Nithara Coffee is always on the edge to ensure that the customer ultimately is happy with the coffee they are drinking. These aspects of brewed coffee are essential for a hotelier/restaurant as coffee is usually the last drink consumed by a customer before he/she leaves the hotel premises. Hence, the coffee is of excellent quality and should have an excellent lingering aftertaste. The taste must be a good balance of Sweetness, Sourness and Bitterness. www.insightssuccess.in 03 | MM | 2023

When coffee is roasted and ground freshly, it gives a better experience to the coffee customer. Once the coffee is roasted at our premises, it is transported to our company- run outlets, where we grind it freshly and pack it in the presence of the customer. the customer within the shortest period of time to ensure that the coffee is fresh, fragrant, and tasty. Adding to this, Mr Nitish shares, “This is the reason we have set up many stores in and around Tamil Nadu to cater to our customer’s needs.” customized coffee blends for wholesalers and large hotel chains for their use. These blends remain unique to the buyer, and they can maintain their own taste profile of coffee at their establishments. Nithara Coffee’s Estates Ramagiri and Krishnagiri are situated in Chikmagalur. Its Ramagiri Estate has been awarded “The Best Among the Arabica – Bababudangiri Region” in the “Flavour of India – The Fine Cup Award 2012” Competition. This ensures that the coffee retains maximum freshness before being brewed and consumed. We have invested in world-class imported roasting machinery and grinders which are used to process roasted coffee and powder. This ensures that there is no compromise in the roasting quality and grinding quality of the coffee powder. Quality is the most crucial factor that the company upkeeps in the whole manufacturing process. Quality in the procurement of raw coffee beans, quality in processing equipment, quality in processing methods and quality in service. Its Krishnagiri Estate has been awarded “The Second Best Among the Arabica – Bababudangiri Region” in the “Flavour of India – The Fine Cup Award 2011” Competition. Nithara Coffee was awarded the “Food & Beverage Start-Up of the Year” on August 17-18, 2021. Enriching Significance Being the Prominent Choice Nithara Coffee has two segments of coffee. The first is the Filter Coffee Blends. The company has three categories of filter coffee it produces. “Our customers always request for the same quality of coffee powder all year round. Hence, it is important to maintain consistency in the product being processed,” expresses Mr Nitish. The last and most important is Service. Coffee has to be freshly ground, packed, and delivered within short spans of time to ensure that the coffee delivered is fresh and flavourful. Hence Nithara Coffee strives with a Mantra, ‘Quality, Consistency and Service!’ Embracing the Future Roadmap The first is the “Superior/Signature Blends,” which is roasted and blended for our retail customers, i.e., those who brew coffee at home. The company maintains a minimum stock of coffee beans at its retail outlets and grinds them only on a need basis when ordered by its customers. “We give our customers options on the grinding size of coffee powder which basically depends on the kind of brewing equipment they use.” The future roadmap for Nithara Coffee is to improve its presence all over India, starting with South India. This is done to ensure that all its products reach the customers within the minimum time possible, which then ensures the quality of the product. Nithara Coffee is positioned as a B2B and D2C brand in the market. We sell coffee at wholesale prices to the HoReCa (Hotel/Restaurant/Cafes) Establishments and also to customers directly through its Physical Branches situated in select cities in Tamil Nadu; Nithara Coffee also courier coffee directly to its customers and also through its shop on its website Nithara.com. Its products are also available on leading e-Commerce websites. “The company is improving its production capacities and sales team to ensure that its products are reachable for the purchase of coffee products,” concludes Mr Nitish. These coffee powders are available both as pure coffee and also blended with 20% chicory. Our Pure Coffee is named “Nithara Coffee Classic PB (Perfect Blend),” shares Mr Nitish. “Our Chicory Blended Coffee (80% Coffee and 20% Chicory) is named Nithara Coffee Premium,” he adds. With a Continuum of Superlative Services The second category of blends is Economy Blends. These blends are blended and roasted in a way where the decoction can be stored for a longer time and may cater to the hotel/restaurant’s need which is a good balance between quality and cup page. It offers pure coffee named “Nithara Coffee Unique,” a 90:10 blend named “Nithara Coffee Best,” an 80:20 blend named “Nithara Coffee Perfect,” and a 70:30 Blend named “Nithara Coffee Prime.” Nithara Coffee’s Roasting Unit was started in the month of January 2020. “Our roast and ground outlets are presently available in Coimbatore, Erode, Salem and Chennai. We are slowly moving into other cities in Tamil Nadu to widen our presence and improve service. We also courier coffee powder to our customers who are not able to access our R&G Branches,” shares Mr Nitish. Nithara Coffee’s just in Time policy sets it apart from others in this segment. The company aims to reach the product to The third category of coffee blends is purely dependent on the wholesale/hotel customer. The company provides

I ndian’s love for tea and coffee goes back to the era when Britishers introduced them to these hot-brewing tasty beverages. Early on, the Britishers established almost all the farm and factories in India that catered not only to the Indians craving for the beverages, but also quenching the global thirst, establishing what today is called the Indian food and beverage (F&B) industry. Joy in a Cup That is how, post-independence, too, this industry has always been dominated by traditional players. However, as always, times change. In recent years, a new wave of startups has emerged. The tea and coffee companies brimming with entrepreneurial zeal is bringing with them a fresh perspective and a renewed sense of excitement. These innovators are transforming the way we Indians consume our favourite hot beverages, while at the same time, they are revitalizing the entire F&B realm. How Tea and Coffee Startups are Rejuvenating the Indian F&B Industry? A key success-driving factor for these tea and coffee startups is their uncompromising commitment to quality. Staying away from the mass-produced, generic offerings of the past is their distinction. Also, prioritizing the sourcing from local farmers and producers, the modern startups vouch for their high-quality, ethically produced ingredients. The reason is that they have a direct contract, agreement, dealing, and relationships with their suppliers. They further ensure that every cup of tea or coffee under their brand name is crafted with the utmost care and attention to detail. 14 | www.insightssuccess.in Sep, 2024 15 | www.insightssuccess.in Sep, 2024

Subscribe Today Example: Teabox is a Darjeeling-based startup. It made waves in the industry with its exceptional teas. Kausshal Dugarr Founded it. Teabox procures its leaves directly from its officially contracted finest tea gardens in Darjeeling, Assam, and Nepal. The company ensures the quality by testing each batch for surety of its quality, naturality, and freshness. Its innovative approach to packaging and delivery has also set it apart. Also, today, its teas reach customers across the globe within 24-72 hours of being plucked. Under the leadership of Bala Sarda, Vahdam Teas serves a wide range of teas. It includes flavours such as classic Darjeeling and exotic blends. Vahdam Teas ships them directly from the original land and deliver it to the customer's doorstep. The firm's user-friendly digital portal and its mobile app offers a uniquely convenient customer experience. Here, consumers can discover new teas, while placing orders by clicking a few tabs. Yet, if you look closely, you will find that it is beyond only the customer experience exercise. From Teabox to Vahdam Teas, the modern F&B startups are becoming a vital component in the empowerment of local communities. First they offer them a steady source of income. Then they also promote sustainable practices. Example: Blue Tokai Coffee Roasters is a Delhi-based startup. It has revolutionized the way we Indians consume our beloved coffee. Two entrepreneurs, Matt Chitharanjan and Namrata Asthana founded Blue Tokai with a vision. Under their guidance the company deals directly with its official coffee growers from Pan-India and sources the finest beans. In company’s processing plants, these beans are then roasted and packaged to keep their freshness and flavour intact. Matt and Namrata says that their commitment to quality has earned them a loyal following among coffee enthusiasts. “Our loyal customers appreciate the depth and complexity of our offerings.” Next, they ensure that these agro and farming communities are well-educated and aware on the benefits of pesticides- free farming. It is done by these startups when they work closely with small-scale farmers and producers. They also make it sure that fair practices, and prices are given that will support these farming communities’ livelihoods. Thus, the entire environmental impact is turned from negative to positive, when eco-friendly packaging is prioritized and green transportation methods are used. www.insightssuccess.in More than quality; the modern Indian startups in the F&B segment are creating a unique and engaging customer experience. In that aim. many of these firms have opened up trendy cafes that are equipped with tasting rooms. It is a novel concept where customers can sample these companies’ products, while learning about the art and science of tea and coffee making. These innovative spaces act as hubs for like-minded individuals open for collaboration and sharing their passion for the modern avatar of these beloved beverages. Example: There is a startup in Mumbai, called Conscious Food. Its sourcing partners, as well as customers vouch for its organic and fair-traded teas and coffees. Batul Dungarwalla, the founder created a network of small-scale Indian farmers across the country to procure their products from. “We also invests in community development projects, such as building schools and providing healthcare services to the farmers and their families,” says Batul. Example: Araku Coffee is a startup taking the Indian coffee scene by storm. It is founded by Manoj Kumar and Vikas Nahar, two modern entrepreneurial spirits. The brand Araku procures its beans from Andhra Pradesh’s Araku Valley. It is a region famous for exceptional coffee. The company uses a unique concept. First it has opened a series of stylish cafes in major cities Pan-India. Then it invites its customers to enjoy their coffee-based drinks entire range. In the meanwhile, the company arranges for its customers to learn about the history and culture of the Araku Valley, while enjoying their cups of the fabulous tea or coffee. Example: Another one is Numi Tea. It made its name with a firm commitment to sustainability and social responsibility. Founded by two green-spirited entrepreneurs, Ahmed Rahim and Reem Hassani, Numi Tea makes it their duty to procure ingredients from organic and fair-trade certified farms. “We invest a portion of our profits in community development projects in the regions where we operate,” share the founders. CORPORATE OFFICE Insights Success Media and Technology Pvt. Ltd. Survey No.133/134, Brand Square, Office No. 512, Kunjir Chowk, Pimple Saudagar, Pune, Maharashtra 411027 Phone - India: +91 7410079881/ 82/ 83/ 84/ 85 Email: info@insightssuccess.in For Subscription: www.insightssuccess.in All these F&B startups shows the seismic shift that has become the integral characteristics of a sustainable, socially and environmentally responsible Indian entrepreneurial psyche. Example: In the list of innovative startup, next comes Vahdam Teas. The brand integrates advanced technologies in its procurement and delivery mechanism to create a seamless online shopping experience for its customers. www.insightssuccess.in 16 | www.insightssuccess.in Sep, 2024

Top 10 Promising Tea and Coffee Startups Premium B eginning a busy new day with a hot, fuming cup of authentic filter coffee has been a routine for millions of people in India and worldwide. Coffee sets in the mood with the aroma of its fuming froth catching the attention of every burdened soul. The taste refreshes the mind and appeals deeply to the personality of the connois- seurs. Undoubtedly, it has gained rapid popularity over the last eight decades since it was introduced and popularized by Indian coffee houses in the mid-1940s. He furthers they specialize in serving the filter coffee in an ancient method in a brass cup with milk froth added on its top, serving the best Authentic filter coffee with a good ambience and with a complete electric setup, making them stand unique, as India has the rate of most unemployed youth can make them entrepreneurs with a low investment and no chef business model. A Robust Business Model Coffee is relished at almost any hour of the day as it has an energetic effect giving the best of the taste of deep classic and authentic coffee. As an active part of the daily routine, filter coffee has been an active menu item for gatherings, office meetings and celebrations. Madras Premium Coffee is a brand that sells customers strong, authentic filter coffee at an affordable price. It offers more flavours in coffee and a business model that could help the franchisee sustain for a longer period than any franchisee by choosing the kiosk model. Varuntej adds, “We make an exclusivity for the franchisee at Two Km each.” So even if they must vacate the existing place and shift the outlet with a nominal cost, they can start their business within their fixed location. With many restaurants and outlets looking at coffee serving as just another business, authentic filter coffee has been ignored. To satiate the taste buds of passionate coffee lovers by bringing back that genuine filtered brew, Madras Premium Coffee’s Founder and Chairman, Varuntej Krishnamsetty, began his venture. Madras Premium provides the best brewed authentic filter coffee in Chennai. The main aspect of choosing their franchisee is the appearance they make, the fresh, authentic filter coffee taste, and the process of making coffee simple with fixed measuring units of formulae using electric machinery. The company will provide everything, like giving the franchisee a kiosk unit/shop, machinery, interiors, kitchen setup, ingredients, and training so that they can completely reduce the burden and mainly focus on business. The Saga of Taste Madras Premium Coffee is a multi-chain of coffee shops, specializing in filter coffee. It has a wide range of options available on the menu to attract all age groups. Varuntej states, “We strongly desire to serve the best filter coffee in India.” Finest quality coffee beans from the Kodagu plantation on the Western Ghats are procured, roasted and ground mixed well with chicory to enhance its strength in taste. The Visionary Leadership Varuntej Krishnamsetty Founder and Chairman Madras Premium Coffee Driven by the passion for offering different solutions to the needs of the people, Varuntej began this unique venture. He said, “It all started in 2020, after the lockdown. 18 | www.insightssuccess.in Sep, 2024 19 | www.insightssuccess.in Sep, 2024

I had to close my family business for such a crisis at that time; despite staying in the house for such a long time, my confidence has dried, and I can’t choose my capabilities of what to do and how to survive.” So, Varuntej decided to travel all around the country to explore himself. He says our country is very routed to have tea stalls. However, he did not find coffee tasted that good throughout his trip. Take risks; without risk, no person succeeds, but it must be a calculated risk. The younger generation is the future of the bright Indian economy. Having an idea and bringing it to reality means you spend so much, risking everything and doing all the hard work. Like some wise, you must give time to your parents. Having a successful career and leaving your parents alone doesn’t make you a human. It would be best if you always cared for them, shoulder to shoulder, in their well-being. You must maintain a work-life balance. “Work is life, but you have to know what you are working on in life.” Madras Premium Coffee is a brand for selling strong, authentic ?ilter coffee at an affordable price to the customers. India has a very large market cap with no cultural differences among the people. More than 50 % of people are likely to have coffee as a routine in the morning. But they left the old method of having filter coffee, adding the freshly brewed beans with hot water to extract the decoction and hot boiling milk in a brass cup with froth on its top. Rising with Commitment and Quality Envisaging a future of best quality and variety, Varuntej discloses that they want to add breakfast to the menu in a less variant model in future so the franchisee can setup the outlet at a very less cost by serving only the idle and coffee at a kiosk to the customers. It could help the customer reduce the waiting time at big restaurants and hotels so they can reach their business or office on time. So they decided to maintain high-quality standards to serve customers the best authentic filter coffee taste rather than cutting down the profit margins of the entire supply chain by increasing the variants in serving the coffee. “I thought of starting a coffee shop in a kiosk setup, of no chef required, by using milk pasteurizer and coffee filter completely electric,” he says. Empowering Technologies They decided to serve the customer a wide range menu like ₹20 in a paper cup to reduce by 10ml and making it 100ml and the same quantity of 110 ml with the ancient model of the brass cup, which could be served as per the customer interest. That pushed them a lot in the profit-making of the franchisee model, and by increasing the variants but not reducing the quality and quantity, they made customer satisfaction with the same cost-effective pricing model. Being a modern and tech-savvy professional, Varuntej identifies that the role of technology is very important in regular and commercial lives. He mentions that their startup has taken a step towards a more environment-friendly approach as the world battles climate change. They do not rely on cooking gas. Their kitchen equipment is based on electrical appliances. This approach offers a much cheaper investment and maintenance option, ensuring higher profits and a hassle-free working experience. Also, they encourage a kiosk setup wherever possible for their outlets. Their kiosks can be easily shifted to another location if needed. They are designed using the latest technologies to provide a convenient business space and ensure a wonderful customer experience. Madras Premium Coffee has established 58 franchised outlets across India with the help of referencing and mouth publicity. For the next financial year, they are expecting 500 outlets across India, reveals Varuntej. “Our goal is to establish 4000 franchise outlets in every corner of India in the coming year,” he concludes. Guiding Words Speaking as advice to budding professionals, Varuntej says that business is like hardship sinking in the ocean, like how much hard work you may put to sail the ship, but it goes whichever direction the wind comes. But at the end of the day, you must stabilize all the circumstances on your skills to survive in the present scenario. From securing the best coffee beans to properly roasting, grinding, testing, and tasting them, Madras Premium has a dedicated team of R&D experts working to keep the standards high by adapting new technologies. Entrepreneurship is not rocket science, but you have to make the right decision at the right time at the right place, irrespective of the situation what it might be. Owning Madras Premium Coffee shop is a good thing, but the special skill in you is what makes you stand separate. In their brand, they made a business model to get high returns, and even if they lost the business (fewer sales) in that place, they could shift that to another place and again start selling coffee. Varuntej prefers youth to manage their own make coffee so they can easily know the process, reduce the maintenance cost, and never face loss. He always suggests the younger generation who are willing to become entrepreneurs must have the courage always but don’t lose confidence in themselves no matter what. Countering Challenges, Innovatively According to Varuntej, challenges have been the stepping stones which made them resilient and stronger. He says that initially, they offered more quantity and quality 110ml of coffee for a low cost of ₹20 without making it polluted with water, while the other competitors of less quantity 90ml mostly milk mixed with water 1/4th. Milk cost has never risen before the hike of ₹14 per litre from the past 15 years, and the Robusta plantation has even raised the price to the sky. 20 | www.insightssuccess.in Sep, 2024 21 | www.insightssuccess.in Sep, 2024

L eyes. Not only the evolving consumer preferences, but also the technological advances and sustainability concerns are driving this niche. Challenges and Opportunities for Modern F&B Startups to Boost the Ecosystem of Innovation et me tell you something interesting. The industry in the modern era which is known as the food and beverage (F&B), has been revamped in front of our It is in this context what you will find is that the new-age startups, who by breaking all the entry barrier to enter this arena, are finding alluring opportunities on the one hand, while major hurdles on the other hand. However, in order to reach the shore of success, every enterprise must tackle the concurrent stream by navigating these uncharted territories of F&B waters to thrive and make a name for themselves. Only this way they can contribute to an ecosystem of innovation that has been the hallmark of current Indian startup renaissance. Changing Our; the Consumer’s Preferences: A Key Driver of Innovation Hey, I have noticed but did you see that people are eating very differently these days? Let me confess to you that I’m one of them. Ain’t we all are about healthy food, nowadays, and being kind to the planet, and knowing exactly what's in our food. Thus, we are giving a heck of a time by offering a big opportunity for new food and drink companies while challenging them big time. Promising Future Take plant-based food, for example. More people like us are not only surviving but are also thriving on the vegetarian and flexitarian diets. So, we are contributing to expanding the already huge market for plant-based meat and milk alternatives. I can see that lots of startups are already in this game. However, you might point out that there's still plenty of room for new ideas, don’t you think, for products that taste great, are good for you, and don't harm the environment in short or long run. How the winds of TechnAutomation are Revolutionizing the F&B Industry? I can tell you that the tech is changing the food and drink industry, from how food is made to how we talk to customers. For new companies, you know those that are using fancy tech like AI, robots, and blockchain, it can be both hard and exciting, you might say. I can bet that AI and robots can help make food production faster, waste less, and get food to people more efficiently. 22 | www.insightssuccess.in Sep, 2024 23 | www.insightssuccess.in Sep, 2024

For example, you will find it astonishing that AI can predict how much food people will want. Voila! It ensures companies don't make too much and waste it. Robots can help make food faster and cheaper, that’s really unheard of. It is no wonder then that all this can help new companies grow bigger and faster than old-school food companies. and it's great because it saves money for us and lets companies control how we see their products. Plus, companies can learn a lot about what our preferences are like by selling online. They can use this information to make better products and marketing. Thus, they can target us anywhere, anytime, and off-guard. Setting goals is the first step in turning the invisible into the visible. Blockchain is like a super-transparent way to track food. It can show customers exactly where their food came from and how it was made. This can help new companies build trust with their customers. But using blockchain can be expensive at the beginning, so it's a big deal if a company can do it. But selling online isn't all sunshine and rainbows, as many of them found out. It costs a lot of money to set up a good website and get your products to people. And there are lots and lots of other companies doing the same thing, so you need to be really good at taking care of customers, by pampering them, cajoling them, offering them discounts, and loyalty programs, and whatnot before having cool products. - Tony Robbins Do you know that Double-Edged Sword of Queen Sustainability? Also, data is super important in the food and drink business. Using big data and fancy computer stuff, companies can really understand their customers. This helps them make products that we the people will love and will die for to acquire at any cost. Do you need an example? Okay! Here is one. You might get a meal kit, you know from any of those shopping portals, which you will fantasize about that it is made just for you based on what you like and dislike to eat and how healthy and fit-test you want to be. This is a big opportunity for new companies, but they need to be careful about using people's data and following all the rules. Experts are screaming on the live TV debate shows that people are really worried sick about or are actually sick because of the climate change and using up all our resources leaving our future generation in a wasteland. So, food companies need to be more eco-friendly, it is not a rocket science. Younger people especially care about this stuff. They want to buy food that's good for the planet. Because we must save the planet, don’t you think. This is a big chance for new food companies, but it's also tough. And when the times get tough, tough gets rough. As making food in a way that's good for the planet can be expensive and complicated. For example, using less water and making packaging that can be recycled or eaten is important. But doing this can cost a lot of money, especially for new companies. And even though people are willing to pay more for eco-friendly food, price is still important. So, new companies need to find a way to make food that's both good for the planet and affordable. I can go on and on but to tell you in essence, there's a lot to say about the future of food and drink, and here's that short version: It's going to be exciting, but also tough. New companies need to understand what people want, keep up with the latest technology, and be careful about the planet. If they can do all those things, they'll have a great chance to grow and succeed. What say you? One big area where new companies can make a difference is packaging. We need to stop using so much plastic. That is why, companies that can come up with new ideas for packaging that's biodegradable or even edible will have a big advantage. But making these new kinds of packaging can be expensive and needs a lot of research and development. It is where comesDirect-to-Consumer (D2C) Business Models, with its own Opportunities and Risks Thanks to the omniscient god of internet, it's easier than ever for new food and drink companies to sell straight to us, the customers. This is called the direct-to-consumer model, 24 | www.insightssuccess.in Sep, 2024

Top 10 Promising Tea and Coffee Startups Made from ingredients sourced from the best gardens across India, Teasana makes authentic hand-blended tea with unique flavours and uncompromised quality. Hand-Blended Tea’s Wafting Aroma Warming Your Senses and Soul T ea has piqued the interest of Indians as a refreshing and revitalizing beverage since it was introduced by the British. As a result, love, passion, and a fan following for this humble drink could be found in every stratum and level of society. “I wanted to share this magical potion with my friends and relatives, and as a result, I was flooded with requests for more. I was then inspired to try more blends with other flowers and herbs. And thus began the journey of Teasana….at first in my neighbourhood, then in my city, and now, making steady inroads into the international market,” says Biswajit, who graduated with a degree in Computer Science in 1990, when Computers were weaving their magic in Odisha. Please, brief our audience about Teasana’s USPs and how you are currently positioned as one of the best Tea & Coffee startups. There is everything artistically obsessive about making tea according to the demand of the local season, changing its flavour with the changing weather, cultivated in the hilly areas of northern India, and brewed and served worldwide. That is how Teasana was founded, according to its Founder and CEO, Biswajit Tripathy, an inventor from Bhubaneshwar, Odisha. Eventually, after more than two decades in the corporate sector, I saw an opportunity to quit my job and start working toward my passion; I grabbed the chance with both hands. After graduation, he worked for various organizations in different cities across India. Busy with family, friends, photography, and art, he had no time for anything else. Tell us more about Teasana’s offerings and aspects that make it stand out in the cutthroat competition. Teasana, derived from the French word ‘Tisane (herb tea), and a play on the words’ Tea and Asana, directly refer to our USPs - herbs, wellness, and good health. Made from ingredients sourced from the best gardens across India, Teasana makes authentic hand-blended tea with unique flavours and uncompromised quality. The last decade has seen the food industry explode with multiple players in every sector. But there is always a place for innovative products with the right intention. Teasana was borne from a love of good tea. A childhood spent in small towns and with his grandparents in their village exposed Biswajit to the authentic way of making tea – adding herbs based on the season. “Be it haldi (turmeric) and ginger in monsoons, tulsi (holy basil) and honey in winter, ‘palasa (Butea gum)’ flower in summer – I saw it all as a child,” he says. “Sometimes you wait for a long time, and nothing happens, but sometimes things happen when you are least prepared for it,” he says. So, even though we are a small brand with a small customer base, what makes us stand out is that we make customized tea. We make the tea you need, the one you demand, the one that helps heal you, all hand-blended and all-natural with no synthetic additives. When his calling came, and the timing was perfect for pursuing his passion for tea, he embarked on this journey. Fortunately, he was already in the place best suited for his dreams–back home in Bhubaneswar. There are NO artificial additives, and the first sip of the tea itself will speak for the quality. The only requirement is to be a lover of natural ingredients and the subtlety of their flavours. Since Teasana has no artificial ingredients, the flavours are muted and not in-your-face, like most other commercial brands. Further, believe it or not, it was the beautiful and artistically crafted rose garden in his parents’ home that he was besieged with the idea of blending the divine aroma of fine rose petals in the refreshingly fragrant tea leaves. A never-say-die attitude, the ability to face failure and overcome it, the willingness to try everything possible, and the constant support of his family made it possible for Biswajit to risk everything and start Teasana. He had just set up his tasting center when the pandemic struck. Yet, he has continued to wrestle with numerous challenges and emerged victorious singlehandedly. The latest innovation from our stable is a ‘Kadha Chai’ which is very different from those widely available in the market. Full of natural herbs used in Indian villages across generations, the Kadha Chai took birth when my mom fell sick. It soothed her throat and gave her much relief; now it’s available to the general public too. Meanwhile, I have been joined by an equally enthusiastic team passionate about making Teasana the most loved tea the world over. In just two years in the market, we have already been featured by several magazines and awarded at the State level. We have been recognized as a wellness drink startup, export to the overseas market, and already have 49 blends. His first experiment was a small catastrophe. But Biswajit was not one to be put off. He carried on undaunted; his passion and conviction served him in good stead, and in no time, he came up with that perfect equation between rose petals and tea leaves that left the tea connoisseur in him proud and elated. Our Thyroid Tea is priced at less than half of the price that the market offers. This pricing is possible because of our farm-to-table approach that makes our raw materials Biswajit’s exclusively exciting interview with the Insights Success team is given herein. 26 | www.insightssuccess.in Sep, 2024 27 | www.insightssuccess.in Sep, 2024

Considering the current scenario, what initial challenges did you face, and what are the challenges now? You don't learn to walk by following rules. You learn by doing, and by falling over. It is obvious that you will come up with many roadblocks whenever you plan to start something, but that is the beauty of having your own venture. You don’t grow if you don’t face challenges. I had my share of challenges when I returned to my hometown to pursue my dreams. Being a first-generation entrepreneur has its share of difficulties. Richard Branson From choosing the right vendor for the supply of quality raw materials to service providers to help set up my startup and get the right blends, there was a constant flow of issues. But the journey helped me understand the right and wrong people though both taught me what not to do towards my journey to tea-dom. While chasing my dream, I came across many people facing the same challenges I did. I am mentoring all I can through various communities and referral platforms. The challenges that I am facing now are quite tricky. Being a food-based startup, it is difficult to capture the minds of customers who are already committed to their brands, and this is especially true for tea drinkers. They don’t like to experiment. So, we are going for various food and clinical certifications, tasting sessions, workshops, and exhibitions, which we believe can help us market our products better. The more people hear about us and taste our blends, the more we will grow. cheaper than anyone else. We also do not spend much on marketing and infrastructure but depend on word-of-mouth, which has helped us so far. We have many other varieties of tea and intend to venture into the Alkaline Water business, which will be much cheaper than normal Mineral Water. We have got many innovations planned for the coming years. We plan to have at least one tea for every health concern. The journey is not easy, but we aim to make it not so difficult either. What would be your advice to budding entrepreneurs aspiring to venture into your industry? Being an experienced leader, share your opinion on how adopting modern technologies impacts the startup space and how your firm adapts to the change. There is one and only one Mantra. If you have a dream, chase it aggressively. Work on it, don’t run away from obstacles. Remember, there is no easy way to achieve your dreams. Stay focused. Enjoy the process. Digital might have disrupted the food industry and the entire startup space, but some things are untouched by it. Blending tea by hand, visiting gardens and sourcing the best ingredients, and making a thousand cups before finalizing the brewing method – Teasana is a case study on how old- age methods can work best in certain sectors. However, I will be the first to admit that I have used technology for most of my research. Finding the best herbs and flowers for certain ailments, getting vendor data, and using social media marketing are the only aspects of technology I have used. Creating something to eat or drink, in itself, cannot be left to technology. And hence, despite being a Computer Engineer, I would say technology has limitations. Ten years from now, nothing else matters except where you are and what you are. So, act today. When you are on the verge of giving up, remember, “There are miles to go before I sleep.” How do you envision scaling Teasana’s operations and offerings in the future? As I’ve said before, a blend for every ailment is our vision. I plan to travel more this year to explore newer markets and needs. I plan to pursue exports and cater to more markets than ever aggressively. I am looking at expanding my Sales team to achieve this. We will continue to innovate and excel and charm tea aficionados for eternity! 28 | www.insightssuccess.in Sep, 2024

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Top 10 Promising Tea and Coffee Startups