Sweet Karam Coffee, a homegrown South Indian food brand, has crossed a significant milestone as it completes ten years in business, reporting an annual revenue run-rate (ARR) of ₹100 crore. The company announced that it now serves over 10 lakh families and fulfils more than 4 lakh orders every month, strengthening its position as one of India’s leading regional food brands.
Founded in 2015, Sweet Karam Coffee was created to bring authentic, preservative-free South Indian snacks and staples to a wider audience.
Over the past decade, the brand has consciously avoided using palm oil, maida (refined flour), and artificial preservatives, carving a niche in the competitive packaged food market.
“Our journey has always been about more than just numbers. It’s about trust, authenticity, and cultural pride,” said Veera Raghavan, Chief Marketing Officer of Sweet Karam Coffee. “We set out to build the most trusted South Indian food brand in the world and today’s milestone brings us closer to that vision.”
The Janaki Paati Factor
A defining aspect of the brand is its emotional connect, embodied by Janaki Paati, the grandmother figure featured prominently in its storytelling and branding. Company executives describe her as the “soul and spirit” behind the recipes and ethos of the company, symbolizing the warmth, care, and wisdom of traditional South Indian kitchens.
“Many competitors can mimic our packaging or launch similar products, but what they can’t replicate is the love, legacy, and emotional connection that Janaki Paati brings to our brand,” Raghavan added.
Digital-First Growth
Sweet Karam Coffee has also been one of the early adopters of direct-to-consumer (D2C) approaches, which now account for about 40% of its revenues, with a considerable portion drawn from quick-commerce platforms. Its early wager on the channels has ensured that it remains ahead in a category where speed and freshness are the core factors.
The company credits its customers for being its “loudest advocates,” helping it expand rapidly beyond Tamil Nadu and into other parts of India and overseas markets.
Backed by Top Investors
The brand’s growth has been supported by marquee investors including Fireside Ventures, Peak XV Partners (formerly Sequoia India & SEA), and angel investor Raj Raghavan. The investors have positioned the brand not just as a profitable business but as a cultural movement, bringing authentic South Indian tastes and tales to a global audience.
“We’re deeply grateful to our customers, partners, and investors who believed in our vision of authenticity over shortcuts,” Raghavan said.
Sweet Karam Coffee: The Road Ahead
With its ₹100 crore ARR mark achieved behind it, the company looks to solidify its presence in India while growing further in overseas markets. The leadership of the brand reaffirmed its intent to remain faithful to its fundamental principles based on tradition, care, and wisdom of Janaki Paati.
“This isn’t just a brand,” Raghavan concluded. “It’s a movement, taking the taste and stories of South India to the world, one authentic bite at a time.”
Also Read: Sweet Karam Coffee Raises $8 Million to Boost Growth
