Amid the vibrant evening bustle of Marine Drive’s Queen’s Walkway, a distinctive sight has become a nightly ritual for thousands: a traveling coffee shop. With its sleek design and iconic roasted bean graphics, the Thara Coffee Caravan isn’t just serving coffee; it’s a revolution in a cup. It’s the brainchild of Anandu Ninan Villoth, a Kerala-born entrepreneur who traded a high-flying global career to bring his family’s Wayanad coffee heritage directly to the people.
Anandu’s story begins far from the urban sprawl of Kochi. Raised amidst the rolling green hills of Wayanad, he grew up surrounded by the scent of coffee, learning the rhythms of the land from his family and the community of local farmers. His education took him across continents, culminating in an MBA in Strategy from Cambridge, UK, and high-level stints with global powerhouses like McKinsey & Company in the UK and Olam Agri in Singapore.
This global exposure shaped his vision to not just sell coffee, but to build a premium, farmer-linked Indian coffee brand with an eye toward the international market. In 2015, he put that vision into action, establishing Thara Coffee Curing Works in Wayanad and becoming an active exporter of Indian coffee.
He integrated operations from farming to roasting, taking Indian coffee directly to a global audience.
However, the path of an entrepreneur is rarely linear. By 2021, the company faced significant hurdles in its export track, with banking and financial pressures threatening its core business. Instead of closing the curtains, Anandu made a bold, strategic pivot that would redefine his brand. He launched the Thara Coffee Caravan in Kochi, positioning it as Kerala’s first traveling specialty coffee experience. The Caravan was a stroke of genius, a direct-to-consumer model that sidestepped the complexities of large-scale export and brought his brand’s mission to the public in a visible, tangible way. It was a move that sustained cash flow, preserved brand presence, and ultimately, proved to be a catalyst for growth.
The reason for the Caravan’s overwhelming success is its uncompromising commitment to quality. The business model is simple yet powerful: it brings farm-linked specialty coffee to high-footfall public spaces, transforming everyday moments into coffee rituals. Every single cup served is a testament to the brand’s Wayanad provenance and its farm-to-cup traceability.
Thara leverages Wayanad’s GI-tagged Robusta heritage, which has also earned a special mention under the ODOP (One District One Product) initiative. The company’s in-house roasting facility allows them to tailor profiles specifically for the Indian palate, ensuring a rich, fresh, and consistent brew. This unwavering quality is championed on the ground by Anandu’s younger brother, Suman Philip Villoth, a specialized barista who joined the team in 2021 and ensures every cup is a perfect brew.
But the Caravan is more than a mobile coffee shop; it’s a social and cultural touchpoint. With extended service hours from 5:30 pm to 2:30 am, it has cultivated a loyal following of regulars and become a go-to spot for evening walks and late-night meetups. Through consistent Instagram-first storytelling and user-generated content, Thara has created a brand that speaks to emotion and community, inviting customers to become part of a movement. By offering premium, barista-led coffee at approachable price points, it has made specialty coffee accessible, actively seeding a vibrant coffee culture across Kochi. The distinct visuals of the Caravan, from its graphic-adorned exterior to its streamlined menu, have made it a recognizable icon, a must-visit destination that sustains its earned media and social visibility.
Thara Coffee’s unique selling points cluster around three core pillars: origin, mobility, and culture-building. The brand’s deep roots in Wayanad, a nationally recognized origin, provide a foundation of authenticity. The pioneering first-to-market mobile QSR format breaks down geographical barriers, bringing quality and best coffee experience to the consumer. And finally, its consistent farm-to-cup storytelling and on-the-ground experiences have cultivated a truly one-of-a-kind brand emotion.
With the Caravan’s immense success, the future looks as rich and promising as a perfectly roasted bean. The company plans to expand its retail footprint with more Caravans and outlets across Kochi, and will soon re-enter the packaged coffee market with a simplified D2C model.
For now, the taste of a truly authentic, homegrown brew is just a few steps away. You can find Thara Coffee at the Queen’s Walkway on Marine Drive, where an extraordinary cup of coffee awaits.
Thara Coffee Pvt. Ltd, Goshree Chathiyath Rd. Mulavukad, Ernakulam, Kerala
E-mail: hello@tharacoffee.com
Mob: +91 8877 9999
“This article is part of sponsored content programme.”
Published on October 1, 2025
