Interview: Chirag Oswal, Founder of Grey Soul Coffee Roasters, Indian Specialty Coffee

An interview with Chirag Oswal, Founder of Grey Soul Coffee Roasters, Indian Specialty Coffee

We’re thrilled to welcome Chirag Oswal, the visionary founder of Grey Soul Coffee Roasters. His dedication to Indian specialty coffee has transformed the way we experience and appreciate this beloved beverage.

Today, Chirag will share his journey from coffee enthusiast to industry leader, offering insights into the craft of roasting and the burgeoning specialty coffee scene in India.

Can you tell us about the inspiration behind starting Grey Soul Coffee Roasters? What motivated you to enter the specialty coffee industry?

Chirag Oswal: I’ve always been passionate about coffee, but the main push for starting Grey Soul came during the lockdown. My other business, the Ad agency, faced significant challenges during the pandemic.

We had to shut down our offices and, unfortunately, let go of several employees as clients cut back on marketing budgets. During that difficult time, I found myself reflecting on what I truly loved and wanted to pursue.

As a home brewer with a deep passion for coffee, I connected with a coffee brand around December and even considered joining them as a partner to handle their marketing.

Although that deal didn’t materialize, it sparked the realization that I could turn my passion for coffee into a business. I’ve always been interested in businesses and building brands, and I saw an opportunity to make a meaningful impact in another industry.

By March, I took the plunge, booked a ticket to Karnataka, and began my journey into the specialty coffee industry. Grey Soul Coffee Roasters was born out of a desire to create something meaningful and share my love for coffee with others.

How does Grey Soul Coffee Roasters differentiate itself from other coffee roasters in the Indian market?

Chirag Oswal: I think, what differentiates us is our unwavering commitment to transparency, quality, and education. Specialty coffee is not just about taste—it’s about transparency in sourcing, ensuring the highest quality, and offering a product that coffee lovers can truly connect with.

We’re sending a message that if you love coffee, there’s a better, cleaner, and more natural product available—one that is honest and proudly Indian.

Our entire business revolves around the roasted coffee, and that’s something we’ll continue to focus on, no matter how much we scale. As the founder, I still personally roast every single batch, maintaining a high level of control and quality.

While I don’t claim to be the best roaster, I’m constantly learning and passionate about my craft, which drives me to ensure that every bean meets our standards. This dedication to quality results in a better and more flavorful cup of coffee, which is what truly differentiates us.

In addition to quality, I am deeply involved in the entire life cycle of the coffee—from sourcing to roasting. I personally handle the sourcing process, visiting farms, interacting with farmers, and carefully selecting the beans we use.

We sample, cup, and only then decide which coffee to purchase. Once the beans are in our hands, I profile and roast them myself. This hands-on involvement ensures that our coffee is crafted with the utmost care and precision.

Beyond the product itself, we focus on the entire experience our customers have with Grey Soul. From the moment they place an order, through unboxing, packaging, and brewing, we aim to create a memorable experience that they’ll want to relive time and again.

What are some of the key challenges you faced in establishing a specialty coffee brand in India, and how did you overcome them?

Chirag Oswal: One of the initial challenges we faced was brand discovery. When we first started, many people weren’t familiar with our brand. However, as we expanded and increased our online presence, word spread quickly. Today, Grey Soul is recognized as one of the top specialty coffee brands in India, and discovery is no longer an issue.

In the F&B industry, there is no challenge as such. There is an audience which wants to stay loyal and try from one brand only, but also most of the Indians always want to experiment. If there is something new, they would want to get.

So I don’t think there are any challenges. What we want to do is make sure we have the best of the coffee that India has to offer and, get the best potential out of that coffee, because if the product is good, then everything will fall into place.

We’ve also encountered the competitive nature of the market, especially with brands offering discounts. While we don’t typically engage in discounting, we’ve found other ways to add value, such as offering free shipping, which has helped us maintain customer satisfaction.

Ultimately, our focus on delivering the highest quality product has allowed us to overcome these challenges and build a loyal customer base.

Can you describe the process and criteria you use to select and source your coffee beans?

Chirag Oswal: The only process used to determine which crop to source is to try it before buying. As roasters we always source samples from farmers then profile and roast them several different ways to eventually to cup (taste) all coffees. Only and only then we end up buying the lot.

How do you approach roasting and blending to create a unique flavor profile for Grey Soul’s coffees?

Chirag Oswal: We focus a lot on varietal and coffee processing. This helps us understand the crop better and eventually profile it better.

Of course then we sample roast it multiple ways and keep tasting the coffees until we feel its true potential is achieved in the final cup.

How has the Indian coffee culture evolved since you started, and what trends or changes do you foresee in the future?

Chirag Oswal: Yes it has changed a lot. Bean to cup has become very common and a americano or a latte is now being widely consumed.

I see Indian supermarket shelves  & homes to be devoid of instant coffee soon.

What are your future goals and plans for Grey Soul Coffee Roasters? Are there any new projects or products in the pipeline?

Chirag Oswal: We’ve recently witnessed a significant surge in sales of our roasted specialty bulk coffee to the Horeca sector, catering to the growing demand from 5-star properties and esteemed establishments across the country.

Our premium coffee blends are now available from the northern to southern regions, including the northeastern territories. This expansion into the Horeca sector underscores our dedication to providing unparalleled coffee experiences beyond our flagship centers.

In terms of future goals and plans, we will soon be announcing the opening of our second conceptual outlet in a major Indian metro city by the third quarter of 2024. This new venture aligns with our ambitious growth strategy and our mission to redefine coffee culture in India.

The Metro City center will be a testament to Grey Soul’s hallmark blend of innovation and quality, offering a captivating and immersive coffee journey.

What advice would you give to aspiring entrepreneurs looking to start their own specialty coffee venture?

Chirag Oswal: Understand the crop first, develop a skill and then understand unit economics.

Thank you, Chirag Oswal, for offering a glimpse into the world of Grey Soul Coffee Roasters. Your passion and innovation are clearly redefining the Indian coffee landscape.

We eagerly anticipate how your continued efforts will inspire new trends and elevate the coffee experience for enthusiasts everywhere.

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