By Hand From The Heart is a curated Makers Market event in South India. Upcoming Events: 22nd Edition: 2nd – 3rd February '18 in Coimbatore | 23rd Edition: 16th – 17th – February '18 in Chennai.
Sanjoy Gupta, Owner and coffee roaster at Estate Craft talks about his passion for coffee and his artisanal coffee business venture where he directly sources Single Estate Arabica coffee directly from selected estates in South India.
As an entrepreneur, tell us what Estate Craft is all about?
Estate Craft is the shortest route from coffee estate to coffee cup. Coffee is a craft. From the skill of the farmer to the art of the roaster and finally expertise of the brewer.Estate Craft honours the maestros of coffee cultivation with coffee that carries the name of the very estate where it was grown. Our coffees are pure unblended Arabica Plantation A and higher grades. We roast in controlled small batches and will even produce a single pack with customer specification of roast level and fineness of grind. Estate Craft is the connection between coffee lover and coffee grower.
When and how did you decide to start Estate Craft
I decided to start Estate Craft in 2014 after observing the artisanal coffee cafes in cities like Bangkok and Seattle. As a coffee lover with close connections to the coffee growing community and experience in branding and marketing, I felt that I was in a good position to leverage what I knew and whom I knew to build a unique coffee business in India.
What has been the biggest challenge starting business so far, and what are you doing to solve it?
My biggest challenge is distribution. My coffee is not intended for supermarket shelves because it needs to get to the end customer with days of roasting. I therefore sell mostly online through my website. However a food product like coffee needs to be seen in the right sensory environment. Hence, I supplement the digital channel with physical channels such as specialist cafes and restaurants where Estate Craft is available on the menu to drink or for sale at deli counters as packs.
Tell us about your products that you propose to showcase at the By Hand, From The Heart.
At By Hand From The Heart, I will showcase my range of Single Estate Arabica coffees. I have three estates represented and described below.
Shade grown coffee from the natural rain forests of Coorg. This 100-year- old estate grows coffee the old way. Tasting notes: Complex and aromatic. A strong coffee with a hint of citrus.
Like Boikere, this is also shade grown in the tropical rain forests of Coorg. Modern techniques blend with the tradition here. Tasting notes: Full bodied and mellow with notes of caramel and chocolate.
Cultivated in very rough country surrounded by reserve forests. One of the few coffee estates high up in the Nilgiris, Winner of the Flavours of India award for best Arabica coffee, Stockholm, Sweden 2015. Tasting notes: Toffee and granite hints in a well-balanced aromatic cup.
What’s the best thing about being a food entrepreneur?
My payback from this business comes from customer feedback which has been uniformly positive. Recently, I took some of my coffee to very specialized cafes in Bangkok and was delighted with the response – very good to very clean are typical first reactions. As a result my Boikere coffee is now stocked by Artis Café in Bangkok. It is positioned just below Ethiopian Coffee in value and pricing and equal to Burundi and above Colombian and Brazilian coffee.
Sanjoy Gupta of Estate Craft will be at the By Hand From The Heart: MAKERS MARKET – 18th Edition
Friday – Saturday, 5th – 6th August, 2016
10:00 a.m – 8:00 p.m
Crowne Plaza Chennai Adyar Park
132, T.T.K Road, Alwarpet, Chennai – 600018, Tamil Nadu. India