Brewing the Next Chapter: Coffee Sutra Eyes Delhi and Tier-2 India

Dushyant Singh’s entry into the food and beverage world was neither planned nor guided by formal hospitality training. He entered in hospitality back in 2018 and today he runs four brands with 8 outlets that includes OTH, Rustic, Llama and Coffee Sutra in Jaipur. 

“I’m not a trained staff, nor have I done hotel management,” he said. What he dreamt was a doing something meaningful in his own city. Fifteen years ago, this ambition led him to start his journey in F&B. 

“In 2013, after running a joint venture with a friend, I launched my first independent restaurant: OTH, an all-day American diner that became one of Jaipur’s most iconic dining destinations,” he remembered as it introduced Jaipur to its very first standalone breakfast culture. Until then, breakfast was a five-star affair. From that first milestone, Singh expanded with a mix of cuisines and concepts: Excerpts: 

The Birth of Coffee Sutra: A 360-Degree Coffee Company

It was during his global culinary explorations that he realized coffee was evolving into a lifestyle product worldwide not just a beverage. Although his restaurants served coffee, none of them were coffee-first concepts. That gap fuelled the creation of Coffee Sutra, envisioned as a full-circle coffee ecosystem with in-house coffee roaster, B2B and D2C coffee bean supply and hotel consultancy related to coffee operations. “We pick our beans directly from farms, roast them, train our baristas, and run our cafés. It’s a 360-degree model,” he shared smiling.

Why Jaipur?

“I’m a Jaipurite. And there’s no city as charming as Jaipur,” he shared as he believed Jaipur is a rare blend of heritage, modern aspiration, and well-travelled consumers. With lower rentals yet similar business potential compared to metros, Jaipur offers the perfect ground for experimentation and growth. When Coffee Sutra was launched, Jaipur was predominantly a tea-consuming city. But Singh witnessed firsthand how India’s palate was shifting.Tier 2 cities, especially, began embracing coffee as more than a drink, it became a social catalyst. From corporate meetings to college hangouts, coffee now bridged the gap between work, leisure and community moments.“Coffee is a reason for people to come out and connect,” he added.

Dine-in Over Delivery

While many brands chase delivery revenues, Singh shared, “I believe in creating experiences, and experiences cannot be created in delivery.”

Across his brands, 80% of business comes from dine-in, and he plans to keep it that way. Delivery is available, but never the priority.

Customer at the Centre

Over a decade, Singh’s restaurants have built a loyal community what he calls a tribe. These are customers who trust his food, hospitality, and brand ethos.“When we launch a new concept, our tribe is already waiting. This deep-rooted trust fuels every expansion and experiment,” he proudly mentioned.

What Sets Coffee Sutra Apart

Singh acknowledges that many brands serve great coffee. But Coffee Sutra differentiates itself through farm-level sourcing, in-house roasting, deep training and education for baristas, homemade desserts created to pair with coffee and warm, inclusive community-driven space. “We make sure we know exactly what we’re serving. The customer today is very educated,” he said. Every year, Singh’s team travels to Karnataka during the harvest season to inspect farms personally.

“Everything begins at the farm,” he emphasized. From picking the right beans to roasting and barista training, authenticity is a step-by-step commitment.

Expansion Plans

With Jaipur largely saturated, Singh is ready for the next chapter. “We will be opening Coffee Sutra café in Delhi (early next year). We are also exploring markets like Udaipur, Jodhpur, Ahmedabad, and beyond.  Tier 1 is saturated. Tier 2 is booming,” he commented.