Speak Greasy with Gauri Devidayal & Yahvi Mariwala | Ep 2.7 | Freshly Ground: Behind Nandan Coffee

What this episode covers

Welcome to Episode 7 of Magazine St. Kitchen x Thrive presents Speak Greasy with Gauri Devidayal Season 2! In this captivating episode, we are joined by Yahvi Mariwala, Co-Founder of Nandan Coffee and a third-generation coffee grower. Dive into the rich history and dynamic present of Nandanvan Estate, located in the picturesque hills of Kodaikanal. Yahvi's family has been growing organic coffee here since the 1960s, transforming a passion project into a thriving brand known as Nandan Coffee. Gauri and Yahvi reminisce about their first encounter as stall owners at a farmers' market in 2017, setting the stage for a deeper exploration of Yahvi's entrepreneurial journey. Yahvi shares her unique path, from taking a gap year to immerse herself in the family estate to now rebranding and marketing Nandan Coffee to Indian consumers. Despite not initially envisioning a career in entrepreneurship, Yahvi saw the potential in organic, Indian-origin coffee and took bold steps to establish the business, including creating a website and setting up distribution channels. The conversation delves into the recent explosion of coffee culture in India. Yahvi draws parallels between the growing appreciation for coffee and the world of fine wines, attributing the rise to increased travel, better access to information, and the easing of business barriers. She also discusses the challenges she faced, from learning on the job through pop-ups and social media to cold calling restaurants and educating baristas about coffee processes and equipment. One of the highlights of the episode is the collaboration between Nandan Coffee and The Table, sparked by an urgent need for a coffee hamper. Yahvi emphasises the importance of understanding a restaurant's needs — whether coffee is a main revenue generator or a defining aspect of the dining experience. The discussion also touches on whether expensive coffee equipment is necessary for a good cup of coffee and the varying levels of consumer knowledge about tasting notes. Listeners will gain valuable insights into differentiating a coffee brand in a competitive market and the importance of maintaining organic certification for over 20 years. Yahvi introduces Nandan's cooperative model, "Friends of Nandan," aimed at supporting local farmers by helping them process and sell their coffee under the Nandan brand. This initiative empowers farmers and strengthens the local community. The episode also explores the future of the coffee industry in India, highlighting the growth of coffee culture in tier 2 cities like Jaipur, which are far from the traditional coffee-growing regions in South India. Yahvi discusses barriers in the coffee retail industry, such as consumer hesitation to purchase coffee they might not like or know how to brew, and the importance of training. Discover the different sub-industries within the coffee sector, from Nespresso and instant coffee to freshly roasted coffee. Yahvi shares exciting news about Nandan's plans to make coffee more accessible to a broader audience. too Whether you're a coffee enthusiast eager to learn more about the Indian coffee scene, an aspiring entrepreneur seeking inspiration, or someone interested in the intricacies of growing and marketing organic coffee, this episode offers a wealth of knowledge and inspiration. Join us as we explore the fascinating world of Nandan Coffee and the evolving landscape of the coffee industry in India. Don't forget to like, comment, and subscribe for more insightful episodes!