Assava ensures transparency and sustainability in its operations.
Nestled amidst the lush landscapes of India, Assava emerges as a beacon of innovation and excellence in the realm of coffee. Born from a fortuitous encounter with the aromatic beans amidst the picturesque hills of Coorg during a Bangalore expedition, Assava embodies a profound passion for quality, sustainability, and a transformative vision for the coffee industry. Launched in 2022, Assava embarked on a journey to redefine the coffee experience, traversing the entire value supply chain from working hand-in-hand with the growers and estates to the discerning palates of customers.
Unlike traditional coffee enterprises, Assava transcends mere transactions, viewing cafes not just as beverage outlets but as havens of creativity and community. With a steadfast commitment to quality and a roaster of esteemed estates across Eastern Ghats & Western Ghats of India, Assava champions exceptional coffee experiences while fostering transparency and sustainability. Assava’s journey is a testament to its dedication to elevating coffee culture globally, embracing a future of expansion into new horizons while remaining deeply rooted in the rich traditions of Indian coffee heritage.
Bibhu Bahalia and Nihar Das, the visionary founders behind Assava, epitomize the epitome of passion, innovation, and dedication in the realm of coffee. Their journey began with a serendipitous encounter amidst the lush hills of Coorg, igniting a flame of inspiration that would propel them to redefine the coffee experience in India and beyond.
With an unwavering commitment to quality and sustainability, Bibhu and Nihar embarked on a mission to traverse the entire value supply chain of coffee, from the nurturing hands of growers to the discerning palates of customers. Theirs is not merely a business venture but a labor of love—a journey fueled by a profound appreciation for the craft of coffee and a transformative vision for the industry.
In the vibrant landscape of India, where every journey holds the promise of discovery, the inception of Assava, the brand under the company Holt & Myst Beverages Pvt. Ltd. was an unexpected revelation. Founded upon the serendipitous encounter with coffee amidst the verdant hills of Coorg during a Bangalore expedition, Assava was born out of a passion for quality, a commitment to sustainability, and a vision to revolutionize the coffee industry.
At the heart of Assava’s mission lies the desire to traverse the full value supply chain of the coffee business, from the nurturing hands of growers to the discerning palates of customers. With a fervent dedication to quality and recognition of the integral role played by coffee farms, Assava has emerged as a beacon of excellence in the realm of coffee aficionados and aspiring entrepreneurs alike.
Unlike conventional coffee enterprises, Assava stands apart with its unique approach to the coffee experience. Recognizing cafes as more than mere beverage outlets but as sanctuaries of solace and creativity, Assava endeavors to deliver exceptional coffee experiences that transcend the ordinary. Historically, the Indian coffee market has been dominated by exports, leaving a void in local chains and cafes for premium offerings. Assava seeks to disrupt this norm by championing exceptional coffee experiences within local communities.
The journey for Assava wouldn’t have been even without the constant support and quality output from it’s esteemed partner estates to the likes of Madhu Agro Plantation, Durga Madhaba Estate, SM Plantation and Curing partner Kalinga Desi Agro Foundation, the amalgamation of which led to the introduction of ‘The Eastern Trails’, I.e. Coffee from the Eastern Ghats of India during World Coffee Conference 2023, which was splendidly accepted by the national and global audience.
Central to Assava’s ethos is the concept of vertical integration, whereby value is added at every tier of the supply chain. By fostering collaboration with growers, estate owners, and other industry partners, Assava ensures transparency and sustainability in its operations. Moreover, by engaging directly with customers, Assava cultivates a sense of community and appreciation for the craft of coffee.
In its pursuit of sustainability, Assava employs innovative practices such as Electric roasting setups to minimize toxic emissions and recyclable packaging materials. Furthermore, Assava practices small batche roasting of coffee based on customer demand, ensuring freshness and minimizing waste.
Since its inception in December 2022, Assava has made significant strides in the coffee industry, participating in flagship events such as the World Coffee Conference and various food tech exhibitions. Collaborations with esteemed institutions like the Coffee Board of India which has been a major pillar of support in their journey, underscore Assava’s commitment to education and excellence in coffee.
Looking ahead, Assava envisions a future as a globally recognized oriental brand, with a presence spanning continents. While its current focus remains on Eastern India, particularly Odisha, West Bengal and the Northeast, Assava is poised for expansion into Southern India and beyond. With plans to venture into direct consumer markets in the coming months, Assava continues to uphold its commitment to quality, sustainability, and community.
For aspiring coffee entrepreneurs, Assava offers invaluable advice: cultivate a discerning palate, understand your audience, and embrace the journey of coffee exploration. Assava’s journey is not just about selling coffee—it’s about fostering a culture of appreciation and enjoyment, brewing life with each cup.
source: http://www.interviewtimes.net / Interview Times / Home / by Priyanshu Mohanty / March 22nd, 2024
