Subko is not just reimagining coffee, but..
...also brewing a work culture revolution..
The name "Subko" means "for everyone," in Hindi and Urdu - also a subtle nod to the Indian subcontinent's role in the global coffee story. Despite launching right before a worldwide pandemic in a country that barely appreciated specialty coffee - they quickly became the favourite specialty coffee chain of India’s young. From 51 to now 244+ employees, the startup team has grown exponentially in a short amount of time with no plans to stop. So what is it that makes Subko special?
"It's very critical that people have a passion for the process and that it's not just about getting to efficiency without following a certain quality control in a certain process. And I think having a zest and passion for that craft and for that quality control mindset is critical as a value."
- Rahul Reddy, Founder of Subko Coffee on their employee culture
Did you know? India is one of the top-5 coffee-producing countries in the world. We beat most countries in not just production - Indians also consume an estimated INR 4.3trn ($51.5bn) of coffee every year.
This wasn’t always the case. India’s reputation as a ‘chai lover’ has been persistent for ages. Coffee chains at home and abroad - including Starbucks, Barista, and Café Coffee Day have been trying to succeed in the country over the last decade. And while they have managed to brew a coffee craze in India (which fuels a $30 Million Industry today, FYI!) - Specialty Coffee as a product was virtually unknown here until recently.
The idea of Subko came to one of it’s founders, Rahul Reddy as an actual ‘shower thought’ - as he admits on the Breaking Uneven podcast. (Proof that the best ideas really do come when you’re washing your hair.) Just 3 years down the line, they reported INR 13.5 Cr in sales (FY23) and currently boast a 12% market share in Indian coffee brands.
A Shared Vision: Elevating Specialty Coffee
The specialty coffee chain was born from a shared dream between Rahul Reddy and Daniel Trulson. Rahul, who spent most of his career in tech before transitioning to social entrepreneurship, noticed a significant gap between India's coffee production and consumption during his travels.
Rahul realised that the country’s coffee is exceptional — our unique coffee beans are hand-plucked due to the steep hills of Indian plantations giving it a distinct taste. But it was underappreciated as crucial knowledge often got lost in the process from bean to cup. This realisation led to a vision not just about coffee, but about creating a space where passion and craftsmanship are paramount.
They launched straight into the fire - just days before the 2020 pandemic hit. Rahul’s business partner, Daniel Trulson, founder of ‘Bread and Chocolate’ in Puducherry, provided unwavering support despite the distance. During their early struggles, Trulson would join Zoom calls to teach the team how to use the baking equipment. (Source: Grazia). Talk about remote work challenges!
The founders have since cultivated a culture where every employee, from baristas to bakers, is encouraged to take pride in their craft.
Employee Empowerment: For Everyone, By Everyone
This name also reflects the inclusive culture within the company. They emphasise the importance of every team member, fostering an environment where everyone’s contributions are valued. This inclusive culture is a significant factor in their success, ensuring that each employee feels like an integral part of the startup’s journey.
The startup’s craftsmanship isn’t limited to coffee and pastries; it extends to personal and professional development. Employees are encouraged to continuously learn and improve, with opportunities for training and development regularly provided. This commitment to growth ensures that their team is always at the forefront of the specialty coffee industry.
The brand’s rapid rise to success can be attributed to more than just great coffee and pastries; it’s the people culture that truly makes a difference. By fostering an environment of passion, inclusivity, continuous learning, and community engagement, they have created a workplace where employees are motivated to excel.
Cultivating a Culture of Excellence at Subko
Their employee culture is built on passion, meticulous attention to detail, and an unwavering commitment to quality. We asked Rahul Reddy about their core values and unique people culture. Here’s what he had to say.
What core values do you look for when building your team, and why are these values important to Subko's mission?
“The core values we look include a genuine passion for our craft. As a craft food and beverage brand, much of what we do is literally by hand. It's critical that our team members have a passion for the process and prioritise quality control over mere efficiency. This passion for craft and quality is a fundamental value.
Additionally, we value a culture of continuous learning and cross-functional absorption. With multiple verticals operating together—our bakehouse, coffee roastery, chocolate production, and in-house design function—it's essential to have a curious and passion-driven mindset. This synergy is vital to our organisation’s success.”
Can you describe a surprising aspect of your company culture that people might not expect?
“A surprising aspect of our culture that people might not expect is our rigorous and detail-oriented approach. We have cultivated a competitive environment where individuals at both junior and senior levels can carve out a niche for themselves in the industry. This sense of healthy competition drives innovation within our ranks. We champion meritocracy, encouraging team members to excel and always push forward.”
By fostering an environment that values continuous learning, cross-functional collaboration, and healthy competition, Subko Coffee empowers its team members to innovate and carve out their own niche within the industry.
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