Anush Narayanan
Owner
In an exclusive interview with CEO Insights, Anush talks more about his professional journey and the unique business operations of Kaaveri.
Canyou talk more about your educational and professional background?
I have a Bachelors degree in Economics from Vivekananda College and a Post Graduate diploma in Management from TAPMI, Manipal. Kaaveri Grove India owns the brand Kaaveri that processes and sells filter coffee powder both 100 percent pure coffee and chicory blended filter coffee in various combinations, instant coffee powder, organic filter coffee powder, fine grain Assam tea, roasted beans for expresso machines and ready to mix filter coffee decoction.
Can you talk more about the company and its operations?
Kaaveri is a brand incepted in the year 1999 and is an ISO and HACCP certified coffee processor with the best food safety standards observed in processing coffee products. The quality of our coffees is maintained with the high quality of ingredients coffee beans sourced from our own coffee plantations situated in South Coorg. We have been in coffee cultivation since 1956, and the evolution of Kaaveri as a brand was a very organic way of creating a value-added basket of products. Apart from sourcing our own coffees, we also buy from other planters to create many single estate/ single origin coffee blends.
All our filter coffee products and
ready-to-use decoctions have high grown Arabica beans from a single origin as the ingredient. Some of our filter coffee products have a combination of Arabica and Robusta as ingredients, with Arabica being 80 percent of the blend content. All the coffee beans that we use are hand-picked from the coffee estates and are roasted to perfection in our own company owned facility that houses the very latest technology in coffee processing. Our chicory mixes in filter coffee start with five percent and go upto 30 percent. Our coffee decoctions are available in 200 ml pouches that would serve 10-12 cups of 100ml coffee convenient for working couples, elderly at home, hostelers and for the filter coffee lovers who find self-brewing a time-consuming process.
We also make cold brew decoction that gets brewed overnight for the niche market of consumers who prefer low acidity black coffee with pleasant notes and is less bitter that the regular hot brew decoctions. Our cold brew decoctions are available in the regular flavor and soon to be launched in six flavors such as French Vanilla,Cardamom, Almond, Hazelnut, Mocha and Ginger. Those would be a perfect ingredient to make your flavored cold coffee and coffee shakes at home. The filter coffee decoction pouches are designed in such a way that they are convenient to carry and easy to use and store. We are also soon going to launch chocolates blended with roasted coffee beans that would be available in 50 gm tins and in two variants milk chocolate and white chocolate.
What separates you from the rest of the competition?
We have our company corporate board of consultants who understand consumer behavior, drive the business with positivity, and position the products to the right markets, thereby ensuring a product for every segment of consumer. The coffee decoctions have a USP of convenience and offer the benefits of consistent preparation of filter coffee at home and on-the-go. They are naturally brewed without any preservatives or food stabilizers added to the coffee liquor. This helped us to easily make
All the coffee beans that we use are hand-picked from the coffee estates and are roasted to perfection in our own company owned facility that houses the very latest technology in coffee processing
We also make cold brew decoction that gets brewed overnight for the niche market of consumers who prefer low acidity black coffee with pleasant notes and is less bitter that the regular hot brew decoctions. Our cold brew decoctions are available in the regular flavor and soon to be launched in six flavors such as French Vanilla,Cardamom, Almond, Hazelnut, Mocha and Ginger. Those would be a perfect ingredient to make your flavored cold coffee and coffee shakes at home. The filter coffee decoction pouches are designed in such a way that they are convenient to carry and easy to use and store. We are also soon going to launch chocolates blended with roasted coffee beans that would be available in 50 gm tins and in two variants milk chocolate and white chocolate.
What separates you from the rest of the competition?
We have our company corporate board of consultants who understand consumer behavior, drive the business with positivity, and position the products to the right markets, thereby ensuring a product for every segment of consumer. The coffee decoctions have a USP of convenience and offer the benefits of consistent preparation of filter coffee at home and on-the-go. They are naturally brewed without any preservatives or food stabilizers added to the coffee liquor. This helped us to easily make
an entry into the retail market, as we were the pioneers which otherwise would have been a bit of challenge.
We are also in the exercise of increasing the retail market availability of our products by adding more channel partners to our business and enhancing the convenience of our customers and coffee lovers. Apart from launching flavored decoctions and coffee chocolates, our products in the pipeline include many specialty blends from various coffee growing regions of the world, specialty blends with natural flavors as a result of inter cropping at the farms. The consumers would be able to customize in terms of the grind size of the coffee powders and chose between light roast, medium roast and dark roast.
We also would be looking to enter the coffee vending business activity both manual as well as machine dispensing. We plan to launch our company owned chain of stores selling a whole range of coffees and teas that suit the palate of every customer, helping them to customize, prepare and surely take home something that they love about the coffee. Also in the pipeline are a set of gifting solutions and combos for coffee lovers that would be made available in our online platform to start with.
How do you make sure that you market your products in the best way possible?
We market and sell our products to institutional buyers that comprise of various hotels, restaurants, hospitals, educational institutions, industrial canteens, cafes, catering industry, food court operators in multiple formats. We customize our products for each and every institutional consumer and never duplicate the blends. Our supply logistics makes our coffee products available across the state of Tamil Nadu and Maharashtra. We are also available in the retail with dept stores, super markets, speciality chain stores and standalone self-service stores across the city of Chennai only. They are made available here with the company operated distribution infrastructure. The company's products are also available online through our e-Commerce website. We also cater to the overseas market and specially pack them in freshness-valve pouches for better retention of the Aroma with an enhanced shelf life.
Anush Narayanan, Owner, Kaaveri Grove India
Anush is a pioneer that has been striving to be a change bringer in the industry by leveraging his immense industry expertise and experience.
We are also in the exercise of increasing the retail market availability of our products by adding more channel partners to our business and enhancing the convenience of our customers and coffee lovers. Apart from launching flavored decoctions and coffee chocolates, our products in the pipeline include many specialty blends from various coffee growing regions of the world, specialty blends with natural flavors as a result of inter cropping at the farms. The consumers would be able to customize in terms of the grind size of the coffee powders and chose between light roast, medium roast and dark roast.
We also would be looking to enter the coffee vending business activity both manual as well as machine dispensing. We plan to launch our company owned chain of stores selling a whole range of coffees and teas that suit the palate of every customer, helping them to customize, prepare and surely take home something that they love about the coffee. Also in the pipeline are a set of gifting solutions and combos for coffee lovers that would be made available in our online platform to start with.
How do you make sure that you market your products in the best way possible?
We market and sell our products to institutional buyers that comprise of various hotels, restaurants, hospitals, educational institutions, industrial canteens, cafes, catering industry, food court operators in multiple formats. We customize our products for each and every institutional consumer and never duplicate the blends. Our supply logistics makes our coffee products available across the state of Tamil Nadu and Maharashtra. We are also available in the retail with dept stores, super markets, speciality chain stores and standalone self-service stores across the city of Chennai only. They are made available here with the company operated distribution infrastructure. The company's products are also available online through our e-Commerce website. We also cater to the overseas market and specially pack them in freshness-valve pouches for better retention of the Aroma with an enhanced shelf life.
Anush Narayanan, Owner, Kaaveri Grove India
Anush is a pioneer that has been striving to be a change bringer in the industry by leveraging his immense industry expertise and experience.