A treasure trove of stories
About Pitara Co.
Namaste. We’re the multi-generational founders of Pitara—Kanchana (the mom) and Aditi and Anisha (the daughters).
At the heart of every culture lies a treasure trove of stories, traditions, and flavors waiting to be shared.
We believe in the power of positive storytelling to shape perceptions, challenge stereotypes, and pave a pathway for inclusion and true belonging.
We’re soft-launching with specialty coffee today but have many exciting products from all over South Asia in our pipeline. Think wine grown in clay soil using traditional farming methods, native spirits previously banned by the British during colonization, apparel inspired by native Indian tattoo art, gold nose rings, and more! Our marketplace will speak to the essence of what it is to be desi today.
All Pitara products will:
Uplift Small Businesses & Farms
All of our products will be sourced from small businesses and farms, who see direct profits from Pitara's sales, and often innovate in ways larger enterprises do not. This has a more meaningful economic and social impact than sourcing from large companies who often build without considering the local community.
Be High-Quality & Unique
We’re committed to quality first, always looking for the most premium, upmarket, novel, and innovative goods possible. We personally visit each small business to ensure quality. We have a pipeline of super unique products coming your way such as native spirits previously banned by the British during colonization, & apparel inspired by indigenous tattoo art.
Give back to the local community
We source specialty goods from mission-driven small businesses with a strong commitment to social responsibility and ethics. For instance, we procure our premium coffee blends from Black Baza Smallholder Collective, dedicated to supporting the livelihoods of indigenous farmers.
Pitara is more than a marketplace—it’s a movement.
Pitara is a movement to reclaim our stories, challenge stereotypes, and inspire pride in our identity. Whether you're a third culture kid navigating the complexities of identity, or a global citizen simply looking for authentic, high-quality goods, we have a pitara (treasure box) for you.
Join us in honoring the past, celebrating the present, and shaping the future of modern Desi culture.
We are health-conscious like our ancestors - no processed foods, additives, refined sugar, or other nasties are invited to our party!
This coffee comes from some of the most marginalized indigenous communities in India. Currently, their farms are too small to justify getting organic certification, but we hope future product sales provide enough stability to do so.
FAQs
How do pre-orders for Pitara work?
When you place a pre-order with us, your card will be charged before your items are shipped. This helps us plan better and ensure you receive the freshest coffee possible. If you need your items earlier, feel free to contact us, and we’ll do our best to accommodate your request. Pre-orders allow us to aggregate orders, reducing waste and ensuring efficient production.
How long will it take to receive my items?
All pre-orders are set to ship by mid June unless you’ve requested a different timeline during the ordering process. By aggregating orders, we can minimize shipping costs, reduce environmental impact, and focus on delivering the highest quality products. If you have specific timing needs, let us know—we’ll always do our best to make it work!
Why should I pre-order?
By pre-ordering, you’re directly supporting our soft-launch and helping us create a sustainable business model. Your support will enable us to offer our unique products, like Indian coffee, year-round and explore sourcing more amazing goods from South Asian small businesses. Pre-ordering also ensures you get the freshest batch of coffee, roasted specifically for you!
Rather than hoarding inventory, we will be shipping based on real demand, which helps us minimize waste and maintain the highest quality. Thank you so so so much for considering pre-ordering—it means the world to us!
What does “Desi” mean?
A sense of belonging to South Asian culture, in terms of food, clothing, language, and traditions. South Asia includes India, Pakistan, Nepal, Bangladesh, and Sri Lanka but we feel “desi” also extends to the diaspora in the West Indies (we see you Guyana!). We use the word “desi” with intention - we wish our brand to be a force of unity, learning & understanding for the South Asian diaspora in the West.
Why do you use “South Asian” in certain spots on your website rather than “Indian” if your products are from India?
While our coffee is sourced from India, we use “South Asian” in many places to honor and respect the rich cultural connections across the entire region. South Asia encompasses countries like India, Pakistan, Nepal, Bangladesh, Sri Lanka, and more, and many beloved traditions, foods, and languages are shared across these borders.
For example, Chai is adored throughout the region and isn’t exclusive to one country—it’s a unifying tradition. If we ever source tea leaves from Assam, we’d also celebrate how chai transcends national boundaries.
By using “South Asian,” we aim to foster inclusivity and avoid narrowly "owning" cultural elements that are in fact shared. There are so many complex layers to these connections, which we’ll continue to explore on our blog and social media—stay tuned!
Is there a way to contribute directly to the farmers?
Yes! We’re working on initiatives to offer you the opportunity to contribute directly to the farming communities we work with. Stay tuned as we develop a model to enable you to help support the sustainability efforts and livelihoods of the farmers behind Pitara’s blends. In the meantime, purchasing our coffee directly benefits these communities.
What is the market price vs. fair trade price for coffee? Why is the fair-trade price currently lower than the market price for coffee?
- Market Price: The price coffee trades at in global markets, influenced by supply and demand. Recently, market prices have risen due to climate disruptions and increasing global demand.
- Fair-Trade Price: A minimum price set to ensure farmers earn a livable wage, even when market prices drop. However, when market prices exceed this minimum (as is the case now), the fair-trade price can appear lower.
The problem isn’t the fair-trade model but the volatility of global coffee markets. By sourcing directly from organizations which care about farmers, we ensure they are paid fairly, regardless of market fluctuations, empowering them to focus on quality and sustainability.
Where is your coffee roasted?
Currently, our coffee is roasted in Bangalore, India by a specialty roaster, close to the farms where it’s grown. After our soft launch, we aim to source a roasting partner in the US to enable quicker, more regular shipping while maintaining the quality and integrity of our coffee.
Isn’t all coffee in the US imported?
Yes! All coffee in the US is imported because coffee plants only thrive in tropical climates found between the Tropics of Cancer and Capricorn. The US imports coffee from many regions, such as Ethiopia, Colombia, and Vietnam. Similarly, many of the spices commonly used in American kitchens are also imported from tropical regions, including cinnamon, cardamom, pepper, and turmeric, which often come from countries like India, Sri Lanka, Vietnam, and Indonesia. Indian coffee travels a similar distance, making it just as sustainable and exotic as the world’s most beloved origins. By choosing Indian coffee, you’re also supporting an origin that’s less represented in the global coffee market but just as rich in heritage and flavor.
