Farmer Connect, Traceability Matter to Today’s Coffee Consumer: Dushyant Singh
What remains constant at Sutra is the promise of uncompromised quality and a consistently delicious cup of coffee every single time, says Dushyant Singh, founder of Coffee Sutra, while elaborating on building a coffee brand rooted in education, transparency and meaningful experiences.
As India’s coffee culture evolves, Coffee Sutra is choosing depth over scale: inviting consumers to understand coffee, not just consume it. Founder Dushyant Singh talks about building trust through transparency, balancing global influences with local warmth, and growing a brand that values craft as much as community.
What was the gap in India’s coffee culture that sparked Coffee Sutra?
We wanted people to do more than just drink good coffee. We wanted them to understand it. From flavour profiles and origins to different brewing methods, our vision was to create awareness and appreciation around coffee. That’s why we started a specialty café dedicated to serving not just a delicious cup, but a meaningful coffee experience.
How do you balance global coffee influences with a strong local identity?
We balance global coffee influences with a strong local identity by learning from the world but serving with a local heart. Global trends guide our brewing techniques, quality standards, and innovation, while our flavours, conversations, and café experience are rooted in the city we belong to. We focus on fresh ingredients, personal interactions, and consistent quality things people often seek in local cafés over large chains. The warmth, familiarity, and sense of community we create help us stay connected to our local audience while still offering a globally inspired coffee experience.
Why was owning the roastery and Coffee Lab non-negotiable for you?
When we speak about the experience and story of coffee, building trust through transparency is key. That’s why we created Rajasthan’s first Coffee Lab—a space where people can see, learn, and experience coffee firsthand, from green beans and roasting to brewing and tasting. When people understand the process, their interest naturally grows. By opening up the journey from bean to cup, we aim to educate, inspire, and build more interest.
As Coffee Sutra scales, how do you protect quality and craft?
Quality and innovation have always been our top priorities, no matter how many outlets we grow into. What remains constant at Sutra is the promise of uncompromised quality and a consistently delicious cup of coffee every single time. From sourcing beans to brewing, every step is thoughtfully curated to ensure excellence in taste, aroma, and experience.
Equally important to us is the growth of our people. We invest deeply in training our baristas, not just to follow processes but to truly understand coffee. By giving them exposure to industry trends, brewing techniques, and hands-on experimentation, we encourage curiosity and continuous learning. To stay ahead, we conduct monthly trial sessions focused on new coffee fusions, brewing methods, and tasting experiences. This allows us to innovate, refine, and serve only the best to our guests.
How important is farmer connect and traceability to today’s coffee consumer?
Farmer connect and traceability are becoming increasingly important to today’s coffee consumer. People want to know where their coffee comes from, who grows it, and how it is produced. This transparency builds trust and creates a deeper connection with the cup they are drinking. We also visit coffee farms ourselves to understand how the coffee is being grown, learn directly from farmers, and ensure we are sourcing the best possible beans. Knowing the origin, farming practices, and journey from farm to café helps consumers appreciate the effort behind every bean. For us, farmer connect is not just about sourcing quality coffee, but also about supporting sustainable practices, fair relationships, and responsible growth within the coffee ecosystem.
What does the next phase of Coffee Sutra look like—more cafés or deeper experiences?
The next phase of Coffee Sutra is about growing in both directions. We are preparing to expand into Tier 1 cities, taking our philosophy of quality and craftsmanship to a wider audience. At the same time, we are equally focused on creating deeper experiences within our cafés. This means introducing new innovations, brewing methods, and learning-led experiences that allow guests to engage more meaningfully with coffee. For us, growth isn’t just about adding more locations, it's about evolving the experience and raising the bar wherever we go.
