Roasting a Coffee Culture in the Chai Land
In a nation that sells 837 million kg of tea annually, Blue Tokai Coffee Roasters achieved the unthinkable: They introduced specialty coffee to the mainstream. Founded in 2013 by Matt Chitharanjan and Namrata Asthana, this homegrown Indian business started as a garage venture to become an 80+ chain of cafes, all while propagating awareness about single-origin coffee to a generation grown up on tea. Read the story of Blue Tokai, how it disrupted India’s beverage market.
The Bean Philosophy – Why Blue Tokai is Different
Direct Trade Model
Commercial brands typically mix their beans, but Blue Tokai:
- Sourcing directly from 30+ Indian estates (Coorg, Chikmagalur, Araku Valley).
- Giving farm information on every pack (altitude, process, tasting notes).
- Offering 15-20% premiums above commodity price to farmers.
Roast Science of Blue Tokai
- Their small-batch roasting ensures:
- Light/medium roasts capture Indian coffee’s natural fruity flavours
- Freshness assured (roast dates stamped on packs)
- Personalized grind settings for various brewing styles
Sustainability demands
- 100% biodegradable packaging of café orders.
- City garden used coffee grounds turned into fertilizer.
- Water-conserving processing on collaborator farms.
The Education Revolution – Special Coffee for Everybody
For Beginners:
- Free “Coffee 101” guides define the likes of “pourover” and “cold brew”.
- Barista demonstrations on Instagram Reels (3.2M views on “How to Use a French Press”).
The Connoisseur
- Limited editions such as Monsoon Malabar (aged beans with strong flavor).
- Cupping sessions to explore terroir differences.
Café Experience
- Minimalist spaces featuring local artists’ work
- Indian-inspired pairings (filter coffee with millet cookies)
By the Numbers – Blue Tokai’s Impact
Growth
- 2X revenue growth annually since 2020.
- 12 Indian cities have it available.
Farmer Partnerships
- 30+ estates that have collaborated.
- Helped 5 small farms to become organically certified.
Product Range
- 18+ single-origin offerings
- Best seller: Attikan Estate (balanced medium roast)
Why Even Chai Drinkers Are Switching
Health Consciousness
- Lower glycemic index compared to sugary chai.
- Light roasts rich in antioxidants.
Work From Home Culture
- 300% increase in coffee subscriptions post-2020.
- “Morning ritual” attraction.
Local Pride
- Unearthing India’s coffee terroirs.
- Organic beans from Araku Valley are of global standards.
Gifting Trend
- Diwali gift sets infused with spice-infused blends.
- Corporate gifting partnerships.
The Challenges Ahead
Competition
- Starbucks’ 343 Indian stores.
- Third Wave Coffee’s aggressive growth.
Innovation
- Creating Indian-inspired flavors (cardamom cold brew).
- Ready-to-drink formats for young consumers.
Global Dreams
- Already exporting to the US/Singapore.
- Dubai/London pop-up plans.
Who Should Try Blue Tokai?
Best For
- Coffee newbies breaking out instantly.
- Environmentally-friendly consumers.
- Indian agriculture supporters.
Perhaps Not For
- Luxury buyers (₹450+ for 250g).
- Dark, bitter roast aficionados.