Dhruv, the founder, drew inspiration from his family surname. Subra stems from Subramanian, his family name. He wanted to honor his and our coffee’s South Indian roots.

We started toying with the idea back in November 2024. We were talking about our desire to open up a food & beverage business. While exploring, we landed on the idea of building a South Indian coffee business. While thinking about the logistics of sourcing and roasting beans, we decided to start having friends and family sample South Indian Filter Coffee for feedback.

We are thoughtfully sourcing beans from farms in South India. Our criteria is to source from farms that are sustainable & ethical. We are committed to selling high quality coffee with zero compromises on our standards & mission. As we near launch, we will update this page providing more information about our partnerships.

Unfortunately, our coffee isn’t ready for purchase at this time. We are working as quickly as possible to get our coffee ready for sale. Please join our waitlist so you can be one of the first to know when it is available.

What doesn’t make it special should be the question ;) In all seriousness, south indian filter coffee is very smooth and creamy. In fact, most people are surprised by how creamy the coffee actually is when they first try it. Furthermore, you don’t actually need sugar in it. The flavor is just THAT delicious. But, what also makes it special is the use of chicory root. Chicory helps give the coffee a wood/nutty flavor.

Chicory is a plant. When chicory is roasted, it creates a nutty flavor. It can be used to create a caffeine free coffee or added in as extra flavor to coffee grounds. It also is a type of prebiotic fiber. Chicory is considered to have some potential health benefits!

Yes, most south indian filter coffees contain chicory. Subra will contain chicory as well! However, the percentage of chicory can vary. There are instances where some south indian coffee brands contain 80% chicory and 20% coffee, which creates a strong nutty flavor. For some people, that can taste too strong. While for others, it can taste delicious. Our first batch of Subra will contain 80% coffee and 20% chicory. We believe this is a good flavor profile - not too strong, not too weak - for people first trying south indian filter coffee.

Yes, Subra contains chicory. Our brand will start out with 80% coffee and 20% chicory. As we grow, our selection will grow so that our customers can choose a percentage that works best for them (i.e. 40% chicory 60% coffee, 80% chicory 20% coffee, 15% chicory 85% coffee).

Actually, it is! But, most people in the U.S. do not actually know about this type of coffee. In fact, people that do know about it either have tried it through family, friends, or grew up in India where they were exposed to it. Plus, if you are aware of south indian filter coffee, it is really only accessible for purchase at local indian grocery stores. We are wanting to change how coffee enthusiasts think about coffee. Right now, in the U.S., most are only familiar with latin and/or italian coffee. Don’t get us wrong, we absolutely love those types of coffee, too! But, we want to introduce people to another world of coffee they (probably) have yet to try. Our goal is to make south indian filter coffee more accessible. As we grow, we plan to roll out plenty more items/options that we have in store. Trust us, we aren’t only going to be selling Subra ground coffee.