Startup with a Soul: How Blue Tokai is Brewing India’s Homegrown Coffee Culture

Blue Tokai Coffee Roasters has played a key role in shaping India’s emerging coffee culture since its founding in 2013. Launched by husband-wife duo Matt Chitharanjan and Namrata Asthana, along with co-founder Shivam Shahi, the company began as a small home-based roasting business in Delhi, driven by a mission to bring premium, fresh Indian coffee to consumers.

Matt, who moved to India from the US, and Namrata saw a gap in India’s coffee market dominated by generic blends and street-style brews. Inspired by the global third-wave coffee movement that emphasized transparency, quality, and farm-to-cup traceability, they set out to change the way coffee was consumed in India. Their vision was to source high-quality Arabica beans directly from Indian coffee estates, roast the beans fresh, and deliver a richer coffee experience to Indian homes and cafes.

Starting with a small roaster in Namrata’s family home, Blue Tokai’s early days involved meticulous sourcing and roasting of small batches of beans. As demand grew, they established the first dedicated roastery in Saidulajab, Delhi, despite humble beginnings with cowsheds nearby. The company committed to showcasing single-origin coffees with full transparency, including roast profiles and tasting notes on packaging, which was novel for the Indian market.

Over the years, Blue Tokai expanded beyond packaged coffee, opening cafes that offered freshly brewed coffee to eager customers. The first outlet was simple but caught attention for its focus on quality. This led to a rapid expansion of cafes across major cities like Mumbai and Delhi, offering customers both retail convenience and a premium cafe experience.

Despite rapid growth, the company faced challenges, including regulatory issues during expansion, which forced them to improve backend operations and compliance processes. Shivam Shahi’s operational leadership became crucial to scaling while maintaining quality and consistency.

Today, Blue Tokai is India’s largest specialty coffee brand, with over 135 cafes and a growing presence in e-commerce and retail. They continue to work closely with farmers to improve coffee quality from the ground up, promoting sustainable practices and direct sourcing.

Blue Tokai’s story is one of passion meeting opportunity turning a personal frustration with the coffee available in India into a thriving business that advocates for quality, authenticity, and transparency at every step. It also reflects a broader shift in Indian consumers’ palates and preferences, as urban India embraces a more discerning coffee culture.

This startup with a soul inspires entrepreneurs by demonstrating how dedication to craft and purpose-driven business strategies can redefine an industry and cultivate a new cultural trend in India.