KRUTI RETAIL VENTURES LLP

In their own words

Kruti Coffee is a social enterprise conceptualised and set up by a group of professionals (primarily doctors) to support tribal coffee growers of Koraput in Odisha. This is a socially and ecologically inclusive venture that extends it’s livelihood support mission by adopting 40 acres of coffee farms that provides livelihood to the entire tribal village of Kindiriguda in Koraput district of Odisha. Kruti Coffee fulfils its ecological commitment by supporting the entire value chain of Koraput Organic, a coffee farm which is 100% certified organic (USDA & EU) since 2006. The impact model is based on C K Prahlad’s “Fortune at the bottom of the pyramid” with an over-arching goal of making coffee grown in Koraput, sustainable for the primary producers. Principles of “Fair Trade” is core to our operating model. Kruti Coffee with its panel of experts has transitioned all coffee farms under it’s fold into “Specialty Coffee”. Kruti Coffee team spent last 5 years in devising a model that could connect farmers (primarily tribal farmers of Odisha) directly with the last mile consumers by eliminating opportunistic middlemen from the chain. Significant changes were implemented in the farm practices to make the produce good enough to compete with the best in the world. An elaborate branding effort was undertaken to position “Kruti Coffee” as the umbrella brand for marketing the specialty coffee produced by each of the farms under its fold. Individual brand identity was given to the respective farms so that consumers could trace the origin. On a similar note, all premium agri products are marketed under the umbrella brand of Kruti and products have been branded at packaging level based on the origin. Further details about our venture and products can be seen at www.kruticoffee.com

Written by the company on its public Startup India profile. Not verified by us.