Yettu, an instant Indian coffee that elevates your morning cuppa with craft quality
Yettu is a new Indian coffee brand that aims to provide specialty craft coffee in an instant format. Co-founder V Viggnesh emphasizes that the brand focuses on farm-level craft and sustainable partnerships with farmers across India to elevate the quality of instant coffee.
Why it matters
It represents a shift in the Indian beverage market toward premiumizing instant products through better sourcing and processing techniques.
Twelve years ago, V Viggnesh was just another coffee obsessive trying to get a decent cup in a city better known for its filter coffee variant than its specialty brews.
The article is a business-focused feature about a startup and its product philosophy.
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