How EGK brewed a purpose-led coffee brand with precision, presence, and people at its core
Why is it that in a nation with rich coffee-growing regions, most coffee brands feel disconnected from Indian tastes, values, and aspirations? That’s the question we asked before launching Kaffo, EGK’s flagship coffee brand.
Kaffo wasn’t created to compete on price or push exoticity. It was built to deliver something much more personal—a coffee experience that felt Indian, premium, and deeply meaningful.
From packaging and product formulation to storytelling and supply chain, every decision behind Kaffo was designed to build a bold identity rooted in craft, comfort, and culture.
This is how we built it.
We didn’t just want to sell coffee. We wanted to build:
A daily ritual for modern Indian consumers
A brand that celebrates Indian sourcing and brewing preferences
A product that bridges premium quality with everyday accessibility
A storytelling platform that felt warm, personal, and rooted
Kaffo was never meant to be niche. It was meant to be personal—from first sip to every reorder.
We started by understanding how Indians consume coffee.
Key learnings:
Coffee is not a one-style-fits-all product: filter coffee, instant blends, and French press brews each have their loyalists
Many urban Indians wanted to upgrade their coffee, but were confused by terminology overload and lack of guidance
The real differentiator wasn’t origin—it was taste + trust
We developed a line-up of blends across:
Arabica and Robusta grades, curated from Chikmagalur and Coorg
Roast profiles from light & aromatic to bold & intense
User-friendly formats: filter-ready powder, instant sachets, home brew kits
Every pack of Kaffo includes simple brewing tips—because experience matters as much as ingredients.
We didn’t want Kaffo to look like another me-too coffee brand.
Our design approach focused on:
Matte-finish pouches to convey premium quality
Roast-level indicators (1 to 5 beans) for instant product understanding
Color-coded blends for clarity across retail and digital shelves
Transparent communication: no clutter, no over-promising
A “Brew Story” section that humanizes the journey from bean to cup
Kaffo’s packs weren’t just functional—they were aspirational. And proudly Indian.
Great coffee starts at origin. We built sourcing relationships that prioritized:
Farmer cooperatives in Karnataka with traceable lots
Ethical sourcing practices with no compromise on grade
Batch-based roasting for freshness, consistency, and pride
We also used QR codes to:
Showcase source videos
Explain roast and grind
Encourage customers to share their brews
Kaffo stands for connection—from grower to grinder to sipper.
We positioned Kaffo not as a luxury brand, but as a daily premium—a step up from ordinary, yet within reach.
Our tone was:
Warm, not corporate
Curated, not elitist
Encouraging, not preachy
Every touchpoint—Instagram posts, WhatsApp updates, box inserts—spoke like a coffee-loving friend. This voice helped us build a community, not just a customer base.
Kaffo launched across:
D2C online platforms, with trials and subscriptions
Curated lifestyle stores in urban metros
Tier 2 cafes and local sellers in coffee-familiar towns
WhatsApp commerce and retail partner kits for kirana stores
We provided:
Tasting tools for sellers
Education kits for baristas
Co-branded shelf cards to tell Kaffo’s story in their local way
Distribution wasn’t just about reach—it was about relevance.
In just 9 months:
Kaffo reached 5 states, across 3 formats
Generated repeat order rates of 42% on D2C platforms
Was featured in 20+ regional cafes and gourmet chains
Built an Instagram community with >10% engagement rate
Received positive NPS across taste, design, and approachability
Clarity converts: Roast profiles, formats, and benefits must be digestible in 3 seconds
Design sells before sampling: People will try what feels trustworthy
Regional pride wins hearts: Stories from growers → consumers created stronger recall
Support > speed in distribution: The right stockist > the fastest route
Bold doesn’t mean loud: Kaffo stood out by being grounded, not gimmicky
Expanding to cold brews, flavored blends, and corporate coffee kits
Launching a brew guide video series in 3 languages
Partnering with NGOs for farmer-led storytelling
Adding refill packs and eco-friendly starter kits
Kaffo represents how Indian brands can be premium, purpose-driven, and proudly rooted. It shows that when you build with empathy, integrity, and insight—you build something that lasts.
At EGK, Kaffo is our proof that a bold identity isn’t built in boardrooms—it’s brewed in the moments, stories, and sips of real people.
