The Subko Story: Redefining South Asian Specialty Food & Hospitality
Rooted in the subcontinent’s rich heritage, Subko is more than just a coffee or chocolate brand—it’s a cultural movement. Founded by Rahul Reddy, a diasporic South Asian who returned to India after working as a development economist, Subko blends specialty food with a design-first approach, creating a brand that stands out in a crowded market.
From Coffee to Cultural Phenomenon
Launched in 2020 in Mumbai, Subko began with specialty coffee and craft bread, later expanding into artisanal chocolates (Subko Cacao, 2023). Backed by a $10 million investment led by Zerodha’s Nikhil Kamath, the brand is now expanding to Bengaluru.
Unlike earlier Indian coffee chains like Café Coffee Day (CCD) or minimalistic third-wave brands (Blue Tokai, Third Wave), Subko’s identity is deeply tied to South Asian culture—from its multilingual branding to its unconventional retail experience.
“Can we change the paradigm of a specialty coffee shop? Does it have to mimic Copenhagen or New York to be ‘legit’? What if we built an exportable brand that’s unmistakably subcontinental yet globally appealing?”
— Rahul Reddy, Founder, Subko
Designing an Authentic Identity
Reddy collaborated with Aniruddh Mehta (Studio BigFat) to craft Subko’s visual language, drawing inspiration from:
- Old Bollywood posters (mixing Latin, Devanagari & Urdu scripts)
- Regional textures & typography (reflecting linguistic diversity)
- Handcrafted imperfections (screen-printed labels, tactile packaging)
| Design Element | Inspiration | Execution |
|---|---|---|
| Logo | Bollywood posters, multilingual scripts | English, Hindi, Urdu integration |
| Coffee Packaging | Vintage shipping labels, bus tickets | Screen-printed, farm-specific scripts |
| Chocolate Bars | Subcontinental craft | Horizontal bars, foil printing |
Innovative Packaging & Farmer Connections
Subko’s coffee boxes (unlike typical gusseted bags) and chocolate bars break conventions. Each label features:
✔ Scripts from the bean’s origin region
✔ QR codes for direct farmer payments (UPI)
✔ Blockchain-tracked sourcing (e.g., VLGE Co-op coffee from Andhra Pradesh)
Beyond Coffee: Building a Multi-Product Ecosystem
Subko’s offerings are sourced from the subcontinent, including:
- Project Everest (Nepalese Arabica)
- Subko Cacao (Vietnamese chocolate)
- Baked goods (e.g., Haleem Quiche, Butter Chicken Pot Pie)
Their Bandra café doubles as a cultural space, with a projection room for indie creators—reinforcing their mission to be more than a café.
Future Vision: A Global Subcontinental Brand
Subko’s growth hinges on:
✅ Cultural authenticity (no shortcuts in design or sourcing)
✅ Diaspora engagement (potential global expansion)
✅ Community-driven storytelling (Instagram, zines, collaborations)
“Can we reimagine the subcontinent for the world?”
— Rahul Reddy
Will Subko enter malls or supermarkets? “Market-dependent,” says Reddy—but their ambition is clear: to elevate South Asian craftsmanship globally.
Key Takeaways
| Aspect | Subko’s Approach |
|---|---|
| Brand Identity | Deeply cultural, multilingual, design-heavy |
| Product Innovation | Unconventional packaging, farmer partnerships |
| Growth Strategy | Experience-first retail, potential global diaspora reach |
| Mission | Redefining South Asian craftsmanship for the world |
Subko isn’t just selling coffee—it’s curating a movement. Whether in Mumbai, Bengaluru, or beyond, the brand’s success lies in staying true to its roots while reimagining tradition for a new generation.