Subko Coffee Roasters, established in Mumbai, India, has rapidly emerged as a prominent player in the specialty coffee industry, blending traditional South Asian flavors with contemporary practices.
Founder Rahul Reddy, who grew up in the U.S. and worked in Europe as a development economist, returned to India with a vision. He wanted to redefine South Asia’s cultural impact beyond common symbols like yoga and chai, making it relevant for today’s generation.
Subko Coffee is more than just a brand; it represents South Asian culture. Its first outlet in Bandra, Mumbai, was intentionally hard to find, symbolizing its unique identity.
‘Subko’ is a play on words. ‘Sabko’ in the Hindustani linguistic register translates to ‘for everyone’ or ‘for all’. The spelling of ‘Sabko’ with a ‘U’ to represent pride in the Indian subcontinent as a region, bringing to life the portmanteau term ‘Subko’: from the subcontinent.
Founding and Vision
Launched just before the COVID-19 pandemic in early 2020, Subko faced immediate challenges due to nationwide lockdowns. Despite these hurdles, the brand quickly gained traction, attributed to its commitment to quality and innovative approach. The name Subko is derived from the Hindi phrase which means “For all.” It is also a wordplay on “Subcontinent.” While crafting the logo, designer Aniruddh Mehta drew inspiration from old Bollywood posters and the manner in which they combined different scripts with Latin forms.
Reddy sees Subko as a multi-product brand, with a unique retail experience footprint. “I don’t think we are setting out to create a massive network of stores, with super-optimised floor space,” he says.
Subko’s current products are defined by sourcing and influences from the subcontinent, and this will be the case in the foreseeable future. “It is actually a hard thing to do. My partner, Daniel Trulson, is a maven when it comes to baked goods. We could have just opened a French patisserie. Similarly, it would be much easier for us to source Colombian coffee or Ghanian cacao, but we are staying true to our mission of sourcing from the Subko Khandaan” points out Reddy. An example of this is Project Everest, where Arabica beans have been sourced from family-run farms in Nepal.
Sustainable Practices
Subko emphasizes environmental sustainability by sourcing beans directly from farms in Andhra Pradesh, including their own Subko VLGE and partner farms like West Godavari, Paderu, and Ganda. These farms employ agroforestry, interplanting, biodiversity-friendly methods, and shade-growing, which enhance soil health, sequester carbon, and promote a balanced ecosystem. Such practices not only offset carbon emissions but also support bird habitats and water conservation.
Product Innovation
Beyond coffee, Subko has ventured into craft baking and fine cacao, offering products like single-origin craft chocolate that highlights the subcontinent’s rich biodiversity. This diversification showcases their dedication to celebrating local ingredients and traditional methods while introducing global techniques.
Funding and Expansion
Within the finance and investment industry, Nikhil Kamath is well-known as one of the co-founders of Zerodha and True Beacon. His calculated risks in a variety of industries demonstrate his faith in Subko Coffee Roasters’ ability to establish a name for itself in the coffee market.
The skilled interior designer and businesswoman Gauri Khan contributes her innovative vision and smart business sense. Her investment highlights the brand’s capacity to connect with consumers who are lifestyle-conscious and extends beyond conventional customer groupings.
John Abraham, a well-known Bollywood actor and producer who values wellbeing, sustainability, and physical fitness, is in line with the values of Subko Coffee Roasters. His support greatly enhances the brand’s positioning in the marketplace and visibility.
In March 2024, Subko secured a $10 million investment from these, elevating the company’s valuation to $34 million. This capital injection aims to expand the company’s talent pool, enhance technology-driven customer experiences, and invest in product design research and development. Plans include introducing ready-to-drink coffee products and expanding its presence in tier-1 cities across India and overseas.
Community Engagement
Subko is committed to empowering farmers through hyper-traceable sourcing models and innovative processing techniques. Initiatives like the Subko Microlot Festival and the Subko VLGE project aim to improve the livelihoods of coffee farmers, promoting economic growth, diversification, and social equity within farming communities.
The team has also experimented with pack innovations, where, much like you tip a barista, customers can scan a QR code to make direct payments via UPI to farmer partners and express their appreciation.
In summary, Subko Coffee Roasters exemplifies a brand that intertwines sustainability, innovation, and cultural heritage, positioning itself as a significant contributor to the global specialty coffee landscape.
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