A Coorg based startup just launched specialty Indian coffee in 400+ coffee shops in Greece and Cyprus.
On International Coffee Day, Indian startup, The Coorg Coffee Club, launched in partnership with Coffee Island, one of Europe's largest specialty coffee retailers, with more than 500 stores globally.
The collection was formally launched by India's Ambassador to Greece, Shri Ravi Shankar.
Every pack carries the estate's name. Scan the QR and the farmer introduces himself.
This is what happens when a local product becomes a local enterprise. The value travels all the way back to the farm and the FARMER.
For me, there is a much bigger India story here.
We have extraordinary raw material in this country - coffee, spices, textiles, fruits, crafts and so much more. Yet too often, much of the value gets created and captured somewhere else.
What happens when we stop selling only the raw material?
When we process it better. Premiumise it. Tell the story of its origin. Build a brand around it. And take it to the world in its best possible form.
Coorg today. Patna, Gaya, Darbhanga tomorrow. That's what ShuruKar is for.
होकर निडर, शुरू कर 🇮🇳
Congratulations to The Coffee Club, Coffee Island, and the growers behind it.
@karumbk
Disclosure: I’m an angel investor in The Coorg Coffee Club.