In the pink-hued vibrance of Jaipur, where tradition meets modern aspiration, a quiet revolution is brewing. At its helm is Dushyant Singh, a serial F&B entrepreneur whose 15-year journey through hospitality has shaped some of the city’s most beloved spaces, including On The House, Rustic and The Lama Coffee.
Launched in 2021, Coffee Sutra has grown into one of India’s most well-known coffee ecosystems. In under four years, the brand has achieved 100% year-on-year growth, an impressive ~40% annual ROI, and consistent quarterly customer growth of nearly 20%. Yet beyond the numbers lies a deeper story, one of systems, sustainability and scale.
Bean to Brew
What distinguishes Coffee Sutra is its rare end-to-end “Bean to Brew” model. Unlike café-first brands, it controls the journey from ethical sourcing at origin through precision roasting, equipment consultancy, beverage programme design, and professional training. Its B2B roasting and consulting division now supplies speciality coffee to over 60 brands across India, partnering with more than 40 cafés and premium hospitality names, including Novotel Jaipur Convention Centre, Fairmont Jaipur, and Jamie Oliver Kitchen. Most recently, it was named the exclusive beverage partner for Punjabi Club, one of Jaipur’s most anticipated hospitality launches.
Earlier this year marked a milestone: Coffee Sutra established India’s first dedicated Coffee Lab. More than a branding exercise, the lab signals a strategic shift towards research, flavour profiling and process innovation, building intellectual property rather than merely opening outlets. With its third standalone café now operational and a full-fledged training school in the pipeline, the brand is nurturing India’s next generation of baristas and roasters while elevating coffee literacy among consumers.
At its heart, Coffee Sutra reflects a broader cultural shift, with Tier II cities driving premium consumption, founders building operationally sound businesses, and Indian-origin brands rooted in terroir and global best practice. From Jaipur, this homegrown enterprise is crafting a scalable, export-ready model that challenges the metro-first startup narrative.
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