Sandalwood actor Abishek Ambareesh , who got engaged entrepreneur Aviva Bidapa, in last December is set to tie the knot on June 5 in Bengaluru. A grand reception will be held on June 7 following the marriage.
Both Abishek and Aviva were in a relationship for a long time will be entering the new phase of life in June. Family members from both sides are already busy with the wedding preparations which is expected to be a gala affair as Sumalatha, who is as an actress as well as Member of Parliament and Aviva’s parents Prasad Bidappa and Judith Bidappa are renowned fashion designers.
Many personalities from politics and film industry are expected to grace the wedding as well as reception.
On work front, Abishek Ambareesh, who is likely to stay away from shooting for a while, due to marriage rituals, will be seen in Bad Manners, which is expected to release this year. He is also collaborating with director Mahesh Kumar for a mega project.
source: http://www.m.timesofindia.com / E Times / Home> Entertainment / TNN / May 19th, 2023
A grand ‘Kodava Yuva Mela’ was hosted by Jabboomi Charitable Trust at Crystal Court Hall in Madikeri yesterday that reflected the unique Kodava culture, attire, traditions and practices.
Such a Mela was held for the first time and thousands of community members, wearing their best traditional attire, had gathered from all parts of Kodagu and the gathering also comprised community members from Mysuru and Bengaluru. Special buses were arranged to ferry them to Madikeri.
The Mela provided a platform for youth to connect with one another to build long-term bonds which will enhance cohesiveness within the community. It enabled the Kodava youth to meet, greet and network with each other and recall, re-live and experience the tradition and culture.
Kodava youths are scattered across the State and country owing to professional, educational, residential and personal reasons. As a result, intra-community relations have weakened over decades. The only occasions when youth are able to interact with each other are limited to social and family get-togethers within Kodagu and beyond its borders.
The Mela began with a puja to Goddess Cauvery and ‘Gejje Thand’ (a sacred wand held by Kodava men during important events. It is usually sacred ownership of every Okka (family)) and the overall message to the youngsters was to unite and not to forget the traditions and culture of the motherland.
Jabboomi Charitable Trust Convener Chottekmada Rajiv Bopaiah said that the youths must not forget the roots of the community. “Kodagu, its uniqueness, culture, traditions and practices are like a ‘mother root’ and cannot be forgotten. “It is our duty to safeguard the Kodava soil (land), ethos, tradition, family values, age-old and time-tested practices, festivals and holy observations,” he noted.
We must be committed to preserving the tradition and fight for the existence of the Kodava community in the face of any adversities and at the same time unite the community socially, financially and culturally so that we can live in co-existence and facilitate the thriving of Kodavaame in the land of Kodagu,” he added.
Noted youth achievers of the community Vice-President – Talent Acquisition, State Street Ajjamada Goutham Chengappa, chef Bariyanda Naren Thimmaiah, singer Machchanda Sharan Aiyappa, actors Ulliyada Bhuvan Ponnanna, Uddappanda Harshika Poonacha, Koothanda Tarak Ponnappa, IRS officer Dr. Kottangada Pemmaiah, Bharatanatyam exponent Mukkatira Shilpa Nanjappa, young writer Mevada Aliya Chondamma, make-up artist Baduvanda Madhushree Ganapathy, head of Lopamudra Medical Centre Mukkatira Dr. Amrit Nanaiah, industrialist Machcharanda Deepika Appaiah, planter Kallichanda Chengappa and forest officer Naganda Parvathi were felicitated.
A massive procession was held on the streets of Madikeri as part of the mela from the private bus stand to the Crystal Court Hall where the male community members carried their traditional weapons including guns and ‘Odikathi’ (sword), the female crowd sporting their traditional Kodava saree and the ‘vasthra’ (head scarf) and accompaniments like ‘Thalithakki Bolcha’ (traditional lamp). A lot of traditional bands too performed along the procession route attracting the crowd and tourists.
The statues of war heroes and Generals including Squadron Leader Ajjamada Boppayya Devayya, Major Mangerira Chinnappa Muthanna and General Kodandera Subayya Thimayya were garlanded along the procession route. Hundreds of youths rode their bikes along the procession route.
source: http://www.starofmysore.com / Star of Mysore / Home> News / May 21st, 2023
While many coffee lovers prefer the high-quality arabica beans sold in cafes, robusta is normally less expensive because the tree is hardier and requires less care.
pix: Bloomberg
The global cost-of-living crunch has pushed coffee drinkers to get their fix from cheaper brews. But a shortage of robusta beans is making it increasingly difficult to find a budget-friendly cup. While many coffee lovers prefer the high-quality arabica beans sold in cafes, robusta is normally less expensive because the tree is hardier and requires less care, making it easier to produce in large quantities. The variety is often used in instant coffee, espressos and ground blends sold at supermarkets, which have experienced a comeback as cash-strapped consumers seek alternatives.
Key growers, however, are finding it difficult to keep up with the surge in demand, with wholesale prices this week hitting the highest level in nearly twelve years.
For consumers in Europe’s largest coffee market, Germany, the squeeze is having a noticeable effect on retail costs, with instant varieties going for nearly 20% more than a year ago, even as inflation for coffee beans has lost momentum. US instant coffee price-growth also slowed less than the roasted version in April.
The odds of global robusta shortages easing any time soon look bleak. Vietnam — the world’s largest producer — probably collected its smallest harvest in four years, after farmers focused on planting more profitable crops like avocados and durians to cope with booming fertilizer costs in the aftermath of Russia’s invasion of Ukraine.
Brazil, the second-largest grower of the variety, has seen its crops hurt by drought, and there are also concerns that Indonesia’s output could suffer following heavy rains. Despite those hurdles, more robusta beans were exported globally in the first six months of the current season compared to the last three years — just not fast enough to keep up with higher needs. Shipments between October and March were about 4% higher than the same period in 2021-22, according to the International Coffee Organization.
“There’s been so much of a demand shift away from higher-priced coffee that even the market isn’t even being satisfied by higher robusta exports,” said Judith Ganes, who runs a consultancy focused on commodities like coffee in New York.
The switch was first observed among roasters who increased the amount of robusta used in commercial blends to offset higher arabica costs and energy bills. Then, double-digit inflation in many parts of the world saw grocery bills surge to the highest in decades, forcing some consumers to trade down to cheaper options.
As a result, robusta-heavy instant coffee is growing faster than other industry segments, according to Aguinaldo Lima of the Brazilian Instant Coffee Industry Association, whose country is the world’s top soluble coffee producer. And leading companies elsewhere, such as Nestle SA and India’s Tata Coffee, have also reported stronger demand for instant coffee in their latest financial reports.
While robusta beans are known to be significantly more bitter than the arabica variety — in part due to higher levels of caffeine — Vietnam and Indonesia have both improved the quality of their beans, making it easier for roasters to increase the variety in blends without drastically affecting the taste, according to Ganes.
Consumers might discover “very interesting flavors” by drinking robustas, even if the taste is different than arabica coffee, said Daniel Munari, a barista who also runs Royalty Quality Cafe in southern Brazil.
“There’s sweetness and acidity, which are a great addition and give balance to the drink,” he said.
source: http://www.business-standard.com / Business Standard / Home> World News / by Mumbi Gitau, Dayanne Sousa and Mai Ngoc Chau / May 14th, 2023
Our travel diary from a weekend of bliss at this 125 acre property nestled in the hills of Madikeri.
Baalelle restaurant at The Ibnii in Coorg
Waking up to the sound of birds chirping and the gentle lap of water is what mornings are like at our pool villa at The Ibnii. Turns out we forgot our swimsuit. But a deterrent this is not. With not a soul in sight, except the stunning views of lush green trees that tower up high and coffee plantations in the distance — a 7am dip feels a bit surreal. The air is chilly but the water is warm. Given it is temperature controlled, this is the case even at midnight, we soon discover, much to our delight. For now however, we realise it is our moral imperative to simply soak in the moment. Phone off. Soul turned on. One hundred and twenty five acres of pristine forest land embraces us in response.
Some moments like the one above are suspended in time. While others are steadily threaded into a highlight reel of our days spent at this wellness resort nestled in the hills of Madikeri, Coorg. Right on top of this list is when Priyanka, who is showing us around the property, over a walk, plucks an orange flower and promptly pops it whole, into her mouth. “It’s edible, I eat one every morning,” she says, most matter-of-factly, as though this is as common as a bowl of oats. We are keen to pop a morning flower too! The nasturtium, as it is called, is mild and sweet with an unexpected kick of spice at the end. Definitely our most memorable palate adventure, although the kitchen’s Pandi Curry, comes in a close second.
At the pool villa
Mindful eating To keep waste to a minimum, we find out that this resort has a unique policy — guests need to pay Rs 100 for every 10 grams of food they waste. Bold, but effective we realise, as we find ourselves doubly mindful about what we put on our plate from the buffet. That said, if you do end up paying for food wasted, it is heartening to find out that the funds are donated to an orphanage in Madikeri. Meanwhile, another big surprise is that the drinking water at The Fig, the resort’s multi cuisine restaurant, quite literally comes from the air. We spot a robust air water purifier that does the job in the corner one afternoon, after returning from a relaxing hour spent at the spa. En route, we recall spotting a family of sunbathing monkeys, so perhaps all species at this resort take ‘rest and recharge’ quite seriously.
Forest restoration With an awareness that all natural ecosystems are vanishing all over the world at an alarming rate, the resort has committed a third of its property for the purpose of restoration of forest. Sherry Sebastian, one of the founders of The Ibnii says, “Bringing back a complex ecosystem such as this one within the Western Ghats is a slow process. We have more than 50 species of trees already growing here but the whole understory is choked mostly by coffee plants that are growing densely. We have taken up the mammoth task of selectively removing the invasive plants so natural regeneration can happen.” She adds, “Additionally, this area will be used as a resource to educate our guests about the importance of the natural world.”
Breathe in
■ Electric cars and buggys are used on the property to keep the air clean ■ Guests are privy to a live air quality index monitor at the reception ■ Drinking water at the restaurant is quite literally bottled from moisture in the air with the use of an air water purifier
Kodava lessons A bit of trivia for folks looking at a getaway here soon, apart from nature walks and regional cuisine, you get impromptu language lessons in the local Kodava tongue, courtesy names like Baalelle (banana leaf) for their vegetarian restaurant or Pattole Palome (a collection of Kodava folklore), which is the name of the green building it is housed in. Kaldi Kappee, the resort’s award-winning lakeside coffee shop, however, has been named after the Ethiopian shepherd who discovered coffee beans back in 850 CE. As the story goes, he noticed his goats nibbling on some wild berries, following which they pranced around with more energy than ever, making him curious enough to try the berries himself.
Coffee date While on the subject of coffee, don’t miss the resort’s coffee trail. Ours encompasses the different stages of berries and coffee making and ends with the grand reveal of a prized jar of dried ‘civet poop’. The civet cat better known as the Kopi Luwak roams free on the premises and for conservation purposes, the coffee from their droppings is not sold or monetised. But we do get the unique experience of holding some premium poop in our hands (pre washed of course). And then we’re told to do the oddest thing — shake it. We hold it up to our ear and shake to hear the softest jingle of coffee beans inside.
While civet coffee isn’t available at the resort itself, here’s a golden nugget of trivia for any coffee lover. Apart from those nutty flavour notes, this luxury brew is a great choice for folks who suffer from uncomfortable bouts of acidity. Given that it is essentially pre-digested by the civet cat, you can enjoy your cuppa with no reservations. We have to admit, this coffee date, poop et al, is perhaps one of our most ‘memorable’ and is definitely a change of pace from the Tinder experience.
The Ibnii is a 12 hour drive from Chennai. Accommodation at INR 18,000 onwards.
source: http://www.indulgexpress.com / Indulge Express, The New Indian Express / Home> Travel / by Sonali Shenoy / May 19th, 2023
Actor Gulshan Devaiah shared an instance from the shoot days of ‘Dahaad’ and recounted how he took up the role of a ‘prompter’ for co-star Vijay Varma, and how his co-stars fondly called him an encyclopedia on set.
“There was a particular scene that was shot in a school. This was Vijay and my first scene together and it was quite an easy scene, where we have an exchange in a corridor. We shot the master/wide take and were shooting the OS (over the shoulder) close ups.”
“It was going well, and suddenly I saw Vijay searching for his line as he had forgotten his line. I was like this is such a good take for me and so I started to prompt him,” said Gulshan.
The actor added: “Now the camera was on me and not on him. It was my close up so I’m desperately trying to cover my mouth while prompting him his line. Of course, Vijay broke into a laugh!”
“There’s no way we could now use this take because whatever I was doing in order to prompt him while avoiding getting caught on camera was quite comically out of character. We had a good laugh about it and re-did the take.”
Gulshan who is tagged as a “walking encyclopedia” by his co-actors is known for remembering everything – including his co-actors’ dialogues, fun facts about random things – from food to sports.
Shoot days would often end with a fun dancing session, an impromptu karaoke, or even a friendly match of badminton. Pranks were a common occurrence and the actors and creators became a close-knit group till the end of the shoot.
Directed by Reema Kagti and Ruchika Oberoi, ‘Dahaad’ is produced by Excel Media and Entertainment and Tiger Baby with Ritesh Sidhwani, Farhan Akhtar, Zoya Akhtar, and Reema Kagti as Executive Producers.
The 8-episodic series streaming on Prime Video.
source: http://www.daijiworld.com / Daijiworld.com / Home> Glamour / by IANS / May 16th, 2023
The direct recruitment of Kavadis (elephant caretakers) has begun at Dubare Elephant Camp in Kushalnagar taluk, Kodagu district.
Following the order of the Government, Kodagu Division DCF B.N.N. Murthy kick-started the process of recruitment in the wake of lack of adequate number of Kavadis at the camp, in the presence of Forest Department officers.
A total of 29 Kavadis from different parts of the State are attending the recruitment, with due preference given to those adept at taming the elephants. The recruitment is being conducted to fill the vacant posts of five Kavadis at Dubare Elephant Camp,” said DCF Murthy.
Deputy Conservators of Forest (DCFs) Shivaram Babu and Sharanabasappa, Assistant Conservators of Forest (ACFs) Gopal, Srinivas Nayak and Nehru, Range Forest Officers (RFOs) Ananya Kumar and Shivaram, Deputy Range Forest Officers (DRFOs) Ranjan, Chetan and Savan and other forest personnel were present on the occasion.
source: http://www.starofmysore.com / Star of Mysore / Home> News / May 18th, 2023
A land known for its coffee and renowned for its generals and warriors, the history of Kodagu has never been traced to its origins, the thread of descent becoming a tangled knot of colonial theories and hearsays. But history is important for one to realise the essence of culture and one’s own identity. Without this realisation, much is lost, and more is at risk.
Kodagu has always been placed in the category of the areas that complied silently with the British, when in reality, its contributions were simply underplayed and whitewashed. Many braves from all backgrounds had been leaders and warriors in their own right, following Gandhian ideals and fighting passionately for freedom.
The PM’s YUVA Mentorship scheme was an opportunity to shrug off this stereotype and uncover the truth. The Lost Heroes of Kodagu talks of those men and women who looked danger in the eye, unflinching even as blows landed on them left and right. It talks of those who rose and made sure their voices were heard despite attempts to muffle them. Those that history let slip through cracks and crevices, silent and dormant.
Recover them as you read. Watch as they come alive through the pages. Be inspired by their grit and determination, be empowered by their stories. But most of all – remember them, keep them in glorious memory.
The film, written and directed by the actor, is about a hockey player’s struggle to get into the national side.
Adyah Thimmaiah in a still from the film
Hockey is as much a religion for Kodavas, as cricket is for much of the nation. The passion for the game is such that the Kodagu region hosts an annual hockey tournament, which sees participation from most resident families. Kodagu is, in fact, widely considered the cradle of Indian hockey, what with over 50 men from the area having represented the country at international tournaments, including the Olympics. It is no wonder, then, that debutant Adyah Thimmaiah, who hails from the region, chose the sport as the subject of his launchpad, Jersey Number 10. which he has co-written and directed as well.
“We finished shooting the film a year ago; post-production took time, after which we got it censored. Jersey Number 10 was awarded U/A and we have decided to release the film on May 19. The reason behind the quick decision to bring the film to theatres is that the number 10 is quite powerful and the release date adds up to it. I co-wrote the story of the film sometime ago with my mother and was looking for an opportunity to get into acting. Stunt master Thriller Manju has been my main motivator in getting the ball rolling on my debut film. I did not want to begin my filmi journey with just a love story; it had to be something inspirational, which is why I chose hockey,” explains Adyah.
The film, he adds, is about a youngster, who lives with his grandfather, with the latter a former state-level player who could not make it to the national team and dreams of getting his grandson there. “The grandfather is determined to make his grandson a national level player, but that is easier said than done, so the film follows the trials and tribulations in this journey. However, the film is not all about hockey and has a love track too,” he says.
source: http://www.ottplay.com / OTT Play / Home> News / Team OTT Play / May 16th, 2023
Congress candidates AS Ponnanna and Mantar Gowda won from Virajpet and Madikeri constituencies, defeating the sitting BJP MLAs with a considerable margin.
Facebook / AS Ponnanna
For the first time in nearly two decades, Congress managed to win an Assembly election in Kodagu district of Karnataka, breaking the BJP’s run of wins in the hilly district. Congress candidate AS Ponnanna, a former Additional Advocate General in the Karnataka High Court, defeated KG Bopaiah of the Bharatiya Janata Party (BJP) in Virajpet constituency of Kodagu district. In the same district, another Congress candidate Mantar Gowda, son of former Karnataka minister A Manju, defeated BJP’s Appachu Ranjan in the Madikeri constituency.
In 2004, BA Jeevijaya of the Congress had won from the erstwhile Somwarpet constituency in Kodagu district. However, in the last three elections held in 2008, 2013 and 2018, KG Bopaiah and Appachhu Ranjan had won from the two constituencies in the district — Virajpet and Madikeri. This time, the two Congress leaders defeated the sitting MLAs by a margin of over 4000 votes each.
The incumbent Virajpet MLA KG Bopaiah had triggered a controversy in the run up to the election, when he claimed that a win for the Congress would lead to celebrations of Tipu Jayanti returning in the state. AS Ponnanna maintained a studied silence on the issue and urged the BJP leader to speak about development.
The Congress party has emerged victorious in the recently concluded elections to the 224-member Karnataka Assembly, having won 132 seats and leading in four more constituencies as of 7.30 pm on Saturday, May 13, according to the Election Commission of India (ECI).
source: http://www.thenewsminute.com / The News Minute / Home> News / by TNM Staff / May 4th, 2023
Aramse is a Mysore based brand that is taking the flavour and culture of Indian Coffee to a global audience.
Coffee is evocative; the aroma of the roasted beans, the familiar clatter of coffee being made, and of course, the distinct flavour and texture of a good brew can stir so much within a person. Coffee in its many varied forms – from decoction that is slowly made in a South Indian filter and stored in a flask at 5 AM by loving mothers to a bitter concoction hastily grabbed in a to-go cup from a nondescript cafe with a punny name – is an inextricable part of life for so many of us.
For Raghunath Rajaram and Namisha Parthasarathy, the husband-wife duo who founded Aramse, Coffee has been an indispensable part of their life. As two coffee lovers living in East London — the centre of artisanal coffee, they had access to some of the best coffee in the world. Within a span of 2 miles. Raghunath, who grew up drinking milky, sugary coffee in Bangalore tasted his first cup of exceptional coffee here and was hooked ever since. But Namisha who was a trader, and Raghunath who is a designer wanted to get away from the constant rush of their life and took a month-long yoga retreat in Mysore in 2019. They continued to travel across India and realised that they wanted to move back here and ended up making a home for themselves in Mysore.
Ritualising The Act Of Making Coffee
While they were from vastly different fields, they had always talked about starting something together and threw around ideas surrounding things that they both loved. Namisha had also gifted Raghunath with a course from the Speciality Coffee Association’s Course (a non-profit that set the guidelines of Speciality Coffee Standards on a global scale) and embarked on a journey of discovery and learning ever since. Namisha has always been a coffee drinker and so it’s always been there. During a trip they had taken to South America, they spent a long time trying to find good coffee to drink and great cafes to hang out in and realised that coffee was a unifying factor that they could focus on. But what Aramse was when they started in 2020 vs. where they are today is vastly different, owing to COVID and everything that followed it.
According to Namisha, when they set out to start Aramse, they were trying to see how one could take a simple process of brewing coffee and make it into something that is a delightful activity to people, rather than letting it be something peripheral to your day. She went on to say, “Even for 10 minutes, the act of brewing can become a focal point of your day and you derive joy from it. So to answer the question of where we started – we started doing in-person workshops in Mysore. It was like a tech-free space, for like half a day or 2.5 hours, we encouraged people to put their phones away and we took people through brewing processes, talked about Indian speciality coffee and engaged with people over coffee.”
After conducting a couple of workshops in the first few months of 2020, the pandemic hit. But they didn’t want to let go of their ethos of being free of distraction and focusing on the joy of the process. They instead attempted to transform the experience to a digital medium. Since they were so passionate about all the minutiae of making great coffee, they had to be mindful of the content they were sharing. They wanted their original idea to translate into three verticals within the purview of Aramse. On the content side, they are most active on Youtube and Substack. On these platforms share content across the gamut of coffee – from equipment reviews and brewing techniques to more thematic pieces around flavour in coffee, the coffee market and more. On the product side, they have been very intentional with what they sell. Their best-selling product is the SOFI – which is essentially the South Indian Filter reimagined. They also crowd-funded a Coffee Journal, which is basically like a daily notebook for the discerning coffee brewer. We also do cups as well. The third vertical of Aramse is the subscription service that they offer.
On Taking A Content Driven Approach
When the founding duo behind Aramse pivoted to the digital space, they started with daily posts on Instagram where they shared their brewing stories and such. But eventually, they started posting to Youtube, as they personally liked the platform and gravitated towards it. They simply started with brewing and cupping montages and slowly they moved towards reviews and tutorials. In February 2020, James Hoffman who is arguably the biggest name in specialty coffee right now and is the pioneer of Britain’s third-wave coffee movement, put a takeover call out on his Youtube channel. He planned to give his channel over to 4 content creators to talk about coffee from their unique perspectives. Raghunath and Namisha pitched for this and ended up being one of the chosen four. They talked about decolonizing coffee through flavour and it was a big turning point for Aramse as it got them global recognition and visibility.
One of the biggest things that they have been trying to do through the content with Aramse is to talk about Indian coffee and coffee from a producing country. According to Namisha, “The voices from those countries need to be recognised more and that can be from the producing standpoint, wherein you highlight these coffees. But it is also from the other side of the spectrum, such as the brewing and technique. A lot of value is added at the consumption end of it. But the way coffee works right now is people associate producing countries with providing coffee and then it sort of makes its way into Europe, America, Canada and Australia and they create value through stories, roasting, brewing, equipment and such. The reason we took a content-first approach is because we always wanted to tell the story of Indian Coffee, but to a global audience and the digital platform has been super helpful in achieving this.”
In building Aram Se, they realised that they wanted to put out content for a coffee-loving audience, irrespective of where they might be geographically and do their part in highlighting the best that Indian coffee has to offer.
Within India, Aramse’s coffee subscription might be the only one of its kind. Their coffee subscription service is a fully custom proprietary coffee cueing engine that has been built from the ground up. It has a fully integrated recurring payment engine and it has a coffee queuing system that is fully recommendation based. Once someone makes their choice between bold, vibrant and balanced flavour profiles and a couple more criteria, Aramse will ship out orders based on those preferences — whether that is every two weeks or four. They use pretty straightforward questions to ensure a very low barrier to entry as they know that speciality coffee is confounding with fancy terminologies in current times.
From the roaster’s side, Aramse has partnered with 12 roasters that they personally enjoy. They also personally sample all of the coffee that they send out so that they can stand behind their recommendations. So even though an algorithm and proprietary system are working behind it, they also have an extensive database of Indian speciality coffee that is currently being sold in the market. To provide value to the roasters, in addition to selling their coffee through the subscription model, the Aramse team ensures there is an extensive feedback loop. They also ensure that the subscription model works out at an affordable rate by charging what the roastersdo, without adding a premium. Once customers subscribe, they can rest easy knowing that the recurring model will deliver coffee that is suited to their taste on time, without any additional hassles.
Taking The South Indian Filter To The World
When it comes to making South Indian filter coffee, no two houses seem to make it the same way. There exists a marked difference between the specifics of the filters that are available in the market and based on this, the technique for brewing differs. The number of holes in the curvature and every other dimension in between can change between different filters. It usually takes days and maybe even years of continued use to understand what works, when trying to make coffee with a filter. With SOFI, Raghunath and Namisha hope to facilitate the use of the brewer in a more modern context and to make it one that is suited to the discerning tastes of the modern coffee drinker. By creating a filter that is standardised, they can also ensure that customers do get to enjoy the best cup from the get-go, as they have figured out the right way to do it.
This need for standardisation to the South Indian Filter is what prompted Aramse to create SOFI. It allows one to brew coffee that is more in alignment with the preferences of the modern coffee drinker who is mindful of things like grind size and flavourprofiles. It also enables a lot of knowledge sharing to happen, which was never really possible with the traditional filter. Today, Aramse has sold SOFI to almost 20 countries and counting. Owing to their dedicated Youtube and newsletter audience, they have a community of people who ask the right questions and seek to learn the right technique from them as well. Most importantly, it makes it possible for the South Indian filter to be associated with more than just making the traditional Kaapi.
Having done extensive groundwork in the last couple of years, the duo behind Aramse hopes to scale and expand the brand in the next two years. They also hope to create more content that is thought-provoking and has a direct impact. For an outsider, the many different things that Aramse is doing might seem like a lot. But as a team, they are comfortable with the foundation of the verticals that they have built and hope to dive even deeper into each them and do even more.
You can learn more about the brand and explore its full range via their website.
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