Subko Coffee and
the Rise of the Indian Homegrown Brew

This Mumbai-based brand was founded with a vision to place India-made, speciality coffee on the global map

10 June 2025

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Mumbai-based Subko Coffee is redefining how India produces, perceives and experiences coffee
Photo Credit: Subko Specialty Coffee Roasters & Bakehouse

In a country historically known for its chai culture, a quiet yet powerful coffee revolution is brewing. With the Indian coffee market projected to reach $1.2 billion by 2032, growing at a compound annual growth rate (CAGR) of approximately 9.87% [Source: Custom Market Insights], a handful of homegrown brands are credited with shaping India’s emerging coffee culture.

Their offerings include speciality coffees, artisanal bakes, and bean-to-bar chocolate | Photo Credit: Subko Specialty Coffee Roasters & Bakehouse

Among these, Subko Coffee Roasters, a Mumbai-based brand, is redefining how India produces, perceives and experiences coffee. Founded in 2020 by Rahul Reddy with a vision to place Indian speciality coffee on the global map, Subko has emerged as a pioneer in reshaping the country’s relationship with its coffee heritage, leveraging hyper-local sourcing, sustainable practices and immersive storytelling.

While many global third-wave coffee brands draw on international sourcing and appeal, Subko’s approach is refreshingly inward-looking. The brand is focused on the Indian subcontinent, partnering directly with smallholder farmers and estates across the region. Every microlot of coffee curated by Subko is selected through direct trade relationships, processed using experimental methods and precision-roasted by certified Arabica Q Graders to showcase coffee that respects both craft and terroir. The result? Coffees that consistently score above 85 points on the Speciality Coffee Association scale, with flavour profiles that celebrate the distinct terroir of their origin. Their coffee beans are sourced from various coffee-producing regions within India, including states such as Tamil Nadu and Karnataka in the South, as well as Meghalaya, Assam, and Tripura in the Northeast.

“Our vision is to take Indian coffees to the forefront of the global coffee movement, by choosing sustainable practices and fair-trade partnerships, empowering communities along the supply chain,” said Neha Joshi, senior director of operations at Subko Coffee Roasters.

At one of the thirteen Subko Cafés and Bakehouses around the country, the menu bridges tradition and experimentation, with offerings that highlight Indian-origin ingredients through a global lens. Popular picks include the signature Cold Brew Lemonade, a zesty twist on classic cold brew and the South Indian Filter Coffee, elevated with single-estate beans. On the food side, the Bombay Burrata Toast and Pulled Kathal (jackfruit) Croissant fuse local flavours with artisanal techniques, while the Subko Sando, their take on a Japanese-style sandwich, has become a cult favourite. Freshly baked viennoiserie, infused with Indian elements like jaggery, coconut and chai masala, round out the experience.

Subko’s ever-expanding offerings include speciality coffees, artisanal bakes, and bean-to-bar chocolate.

 As with its food and beverage, their decor too reflects Indianness through carefully curated design choices that celebrate local culture and craftsmanship, featuring earthy tones, traditional materials like reclaimed wood and cane and vintage industrial elements reminiscent of Bombay cafés of yesteryear. Branding incorporates Indian languages, typography inspired by regional scripts and visual cues drawn from South Asian postal, rail and industrial aesthetics. Even the cups are custom-made, handcrafted by local artisans, emphasising tactility and rootedness.

Every element—from packaging to signage—tells a story of heritage reimagined for the contemporary Indian coffee drinker.

Coffee retail offers at a Subko Café | Photo Credit: Subko Specialty Coffee Roasters & Bakehouse

From Commodity to Craft: Navigating Challenges

Still, despite its success, Subko’s journey hasn’t been without hurdles. The biggest challenge? Rewriting the narrative around Indian coffee. Traditionally viewed as a commodity crop, Indian coffee lacked the allure and prestige of origins like Ethiopia or Colombia. Subko had to invest heavily in consumer education to reposition Indian beans as premium, speciality-grade products.

“Building consumer education and appreciation has required investment in design, narrative storytelling and experiential design,” says Joshi. “However, this also presents a major opportunity for creating a new market that didn’t exist before and reinventing an unlikely origin, the Indian subcontinent, as a legitimate contributor to the global speciality coffee movement.”

At a time when Indian consumers are increasingly drawn to conscious consumption and local craftsmanship, Subko found itself at the intersection of tradition and innovation. Even amid the uncertainty of the COVID-19 pandemic, the brand focused on digital engagement and community-building, laying the foundation for a loyal, informed customer base eager to support a homegrown movement. A brief scroll through their social media and website reinforces this ethos—the meticulous design and strong narrative storytelling come through clearly, reflecting a brand deeply committed to both quality and cultural context.

As Subko eyes expansion, both within India and globally, its biggest test lies in maintaining the quality and authenticity that define its brand. The coffee chain recently opened its largest flagship in Bangalore; a sprawling “craftery” that combines coffee, cacao and baking under one experiential roof. The space is designed to serve and educate, pulling back the curtain on the craft and care behind every product.

The brand’s experience cafés draw on nostalgia and reflect Indianness through carefully curated design
 Photo Credit: Subko Specialty Coffee Roasters & Bakehouse

Domestic growth continues in Delhi and Hyderabad, while international expansion is kicking off with a strategic foray into Dubai. Yet, Subko’s growth isn’t about scale for scale’s sake. It’s about deepening its roots. A vertically integrated model — from farm to cup — ensures consistency and transparency. Centralised production hubs, rigorous team training and a design-forward approach help replicate the Subko ethos wherever it goes.

“Maintaining quality and cultural authenticity at scale is key,” Joshi says. “Each new location will be deeply rooted in our core values, with a focus on local context while staying true to the Subko experience.”

Subko’s next chapter is unfolding fast, but the brand’s growth is less about footprint and more about fidelity to origin, process and people. The brand is launching flagship experience cafés across major Indian cities and abroad. Its bean-to-bar chocolate arm, The Cacao Mill, will offer interactive workshops and nationwide home delivery. Subko also runs training programs in egg-free baking, pastry and coffee, covering barista skills. Its creative studio, Studio Substance, offers courses in graphic design and content creation.

Each new space is a chance to go deeper into the values that started it all: celebrating Indian terroir, honouring craft, and making the supply chain visible. Subko isn’t just riding a global coffee wave; it’s shaping a homegrown movement that is bold, rooted and proudly Indian. Today, it has grown into a multi-vertical craft brand with cafés, drinks, bakes and chocolate, all tied together by thoughtful design, traceability and close partnerships with farmers.

Photo Credit: Subko Specialty Coffee Roasters & Bakehouse

Author: Pooja Thakur

Pooja Thakur is a senior journalist, writer, and editor with over 20 years of experience in print and digital media and in creating custom content for periodicals. She has been a long-serving senior reporter at Bloomberg News covering areas such as real estate, stocks and personal finance and investing across markets with a focus on Southeast Asia and India. In her free time, she enjoys scuba diving, rucking and finding the newest watering hole in town.

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