Chennai-based coffee brand Yettu is aiming to change the perception of instant coffee by introducing a craft-quality coffee experience that can be prepared within seconds.
Founded by coffee enthusiast V Viggnesh, Yettu brings together specialty coffee practices with everyday convenience, offering a brew that requires no espresso machine, filter equipment or complicated preparation process.
The brand positions itself as “craft coffee” rather than traditional instant coffee, highlighting that the craftsmanship begins at the farm level. According to Viggnesh, careful harvesting, processing and brewing techniques ensure quality before the coffee is converted into an easy-to-use bottled format.
Yettu works with several coffee-growing regions across India, including Nagaland, Odisha, Tamil Nadu and Karnataka. The company collaborates closely with farmers to develop unique coffee profiles, focusing on quality from cultivation to the final product.
The idea behind Yettu was also influenced by Japan’s strong specialty coffee culture. The team explored Japanese brewing techniques and participated in coffee events in Tokyo, where Indian-grown coffee gained attention from specialty roasters.
The brand has since expanded its presence among coffee enthusiasts through tasting sessions and pop-ups. Consumers have also experimented with Yettu beyond beverages, using it in protein bowls, desserts and creative coffee-based recipes.
The company says its fresh-roasted and bottled process helps maintain flavour stability, with testing showing the product can retain quality for several months after production.
Yettu’s name reflects multiple inspirations, including infinity, coffee beans, Indian heritage and architecture. With its focus on accessibility and premium coffee craftsmanship, the brand aims to showcase Indian coffee on a global platform.
A jar of Yettu Coffee is currently priced at ₹360 during its launch phase.
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