The world is moving ahead at a fast pace, and in the meantime, the flavors that have been handed down traditionally are becoming memories. Families like Anand Bharadwaj's and Nalini Parthiban's yearn for the flavours of their grandmother's kitchen but the present generation does not have the time to devote to the cooking process required for these traditional dishes.

This struggle is not only theirs, it is also the case of many others who seek to preserve the rich tapestry of South Indian culinary heritage while navigating through the complexities of contemporary lifestyles. This problem is compounded by the market's shift towards Western snacking options, which are often loaded with preservatives, forgetting the nutritional value and taste of traditional South Indian snacks. The availability of truly authentic, no-preservatives South Indian sweets and snacks is dwindling, making it increasingly difficult to find suitable alternatives for those who want to stay connected to their cultural roots.

Offering authentic South Indian sweets

Sweet Karam Coffee, a Chennai-based direct-to-consumer (D2C) brand, has carved a niche for itself in the Indian snacking market by offering authentic South Indian sweets, snacks and in-house filter coffee blends. Founded in 2015 by Anand Bharadwaj and Nalini Parthiban, the brand is a tribute to the beloved culinary traditions of South India and aims to bring the flavours of grandma's cooking into modern homes.

The company's journey

The launch of Sweet Karam Coffee is inspired by the personal experiences of the founders and recognizing the gap in the market for authentic and preservative-free South Indian snacks that can be enjoyed by people all over the world. Sweet Karam Coffee's journey began with a deep appreciation for traditional South Indian recipes that are slowly fading from the everyday lives of busy modern families.

Driven by nostalgia and a passion for authentic South Indian food, Anand and Nalini set out on a mission to revive these traditional cuisines. They recognized the challenge many individuals face in finding time to prepare traditional snacks in the way they deserve. It was this realisation that led them to set up Sweet Karam Coffee with the aim of having a snack that is close to a home-made meal without the use of palm oil or preservatives.

From the delectable delights of Madras Mixture and Ribbon Pakoda to the sweet delights of Peanut Chikki, the brand has managed to capture the essence of South Indian snacking. The use of traditional ingredients and cooking methods ensures that each product retains the authentic taste and quality found in a South Indian home.

A different kind of packaging

The brand's commitment to authenticity extends to its packaging as well, with Modified Atmosphere Packaging (MAP) and Nitrogen-Flushed Packaging that extend the life of its products without compromising on freshness.

One of the main differences of Sweet Karam coffee is that it focuses on health and sustainability. By avoiding palm oil and preservatives, the brand is catering to a growing customer base that is conscious of the ingredients in their food. This approach not only appeals to health-conscious individuals, but also resonates with those who want to enjoy traditional snacks without guilt.

In addition, Sweet Karam Coffee has been at the forefront of incorporating millet-based snacks and sugar-free options into its product range in line with current health trends and dietary preferences. The core of Sweet Karam Coffee's business model is to empower local farmers and homepreneurs. The brand has established a direct relationship with farmers, especially for sourcing millet products, while ensuring that the snacks are organic and sustainable.

The direct source model

This direct sourcing model is beneficial for small farmers by providing them with a reliable market for their produce. In addition, Sweet Karam Coffee collaborates with talented home chefs, enabling them to scale their operations and reach a wider audience. This symbiotic relationship not only supports the livelihood of these entrepreneurs but also helps preserve traditional cooking methods. The trajectory of Sweet Karam Coffee's growth has been remarkable, with the brand achieving remarkable milestones since its inception.

With over 100,000 customers and presence in 32 major countries including the US, UK, Canada, Singapore and UAE, Sweet Karam Coffee has successfully brought the flavours of South India to a global audience. The brand's success can be attributed to its strong online presence, leveraging its website and app to reach customers directly. This D2C model has allowed Sweet Karam Coffee to maintain control over its brand experience, ensuring that customers receive the highest quality products and services.

The focus is now on expanding both within India and internationally. The $1.5 -million pre-Series A funding round from Fireside Ventures will give the brand an impetus to its growth, enabling it to explore offline retail opportunities and expand its product portfolio.