India’s Leading Specialty Coffee Brand

Blue Tokai Coffee Roasters is India’s largest specialty coffee company, whose vision is to
make great tasting, Indian coffee accessible across formats both within India and abroad.

3 Roasteries and 31 Cafes 700+ Tons 2 Million+ Cups

pan-India of coffee roasted of coffee served

400+ 57% 83%

B2B partners online repeat purchase rate 4 or 5 star ratings

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Extensive Expertise Across Coffee Value Chain
FARMS
With more than 50 direct-trade
estate relationships, we have the
deepest sourcing network in the
specialty industry. The team is
led by certified Q-graders who
execute farm level interventions
to improve cup scores.
ROASTING
3 roasteries in Delhi, Bombay and
Bangalore service entire country
in a scalable, cost effective
manner. Specific roast profiles are
developed to highlight the unique
flavor from each bean.
MANUFACTURING
In-house manufacturing
capabilities in multiple ready-to-
brew, ready-to-drink and
packaged good products gives a
competitive and cost advantage
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CAFES
Cafes serve as experience centers
for customer acquisition and
brand building. Rigorous,
technology-focused processes led
by int’l coffee professionals
delivery consistent, high-quality
experiences
D2C
160% Y-o-Y growth in D2C sales
in FY21-22 with a marketing spend
of only 10%, through new product
development and channel
optimization
B2B
End-to-end coffees solutions
including beans, equipment,
training and branding for both the
corporate and HORECA segment
 Market Opportunity
Indian consumers are interested in locally-produced higher quality consumer products but require
accessibility and convenience across product formats and channels…

India Coffee Market Size BTC Strategy

20000
Capitalize on market gap to push restaurant /
hotel / corporate supply as high quality
15000 alternative to CCD and Lavazza
INR CR

10000 Opportunistically open ~60 new locations

Add more products and variants to FMCG

5000 line, reach 3,000+ sales through distributor
agreements and further optimize D2C
0 channels
Retail Coffee Specialty Café Corp. + HORECA

…While global specialty coffee consumers are looking for new origins with compelling stories and
BTC has already made inroads in to these markets

Specialty Coffee USD 1 Billion USD 2 Billion USD 25 Billion

Market Size
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 Business Has Strengthened During Covid…
Pre-Lockdown
Monthly Revenue revenue 25%
600 higher than
pre-covid peak

500

Revenue
400 during current
lockdown is
still at pre-
INR Lakhs

300 Covid peak

levels

200

100

0
Apr-13

Apr-14

Apr-15

Apr-16

Apr-17

Apr-18

Apr-19

Apr-20

Apr-21
Aug-13
Dec-13

Aug-14
Dec-14

Aug-15
Dec-15

Aug-16
Dec-16

Aug-17
Dec-17

Aug-18
Dec-18

Aug-19
Dec-19

Aug-20
Dec-20
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…Through Strong Growth in Out of Store Consumption
Out of store is more than 2/3 of total revenue D2C Revenue has grown 1.6x in past year to reach
1/3 of total revenue
Share of Total Revenue Annual D2C Revenue
100% 12
10

INR Crore
50% 8
6
4
0%
FY19-20 FY20-21 2
0
Out of Store In Store FY 18-19 FY 19-20 FY 20-21

Delivery has a 150% CAGR over past 3 years New Products in Ready-to-Drink and Ready-to-
Brew have scaled since launch
Monthly Delivery Revenue Monthly Revenue
120 35
100 30
INR Lakhs

80 25

INR Lakhs
60 20
40 15
20 10
0 5
0
Apr-18

Apr-19

Apr-20

Apr-21
Aug-18
Dec-18

Aug-19
Dec-19

Aug-20
Dec-20

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 All Stakeholders Love the Brand

Customer
Feedback

We provide
coffee to
some of the
best
companies the
world

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 Strong Pipeline of Future Growth Drivers…

Short Term

Flavored ready-to- Nespresso Single-serve long

Cloud Cafes
drink canned coffee compatible pods shelf packs

Milk-based ready- Flavored Dip / Drip Branded brewing Alternative milk

to-drink coffee Bags equipment and based ready-to-
Medium Term merchandise brew sachets

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…and Primed for International Expansion

Japan Middle East USA Others

• Pilot started in Feb ’21 • Initial traction through
• Sales of JPY 5.5MM limited distributors in
through B2B Saudi and UAE
• D2C channels • D2C channels
launching in June ‘21 launching in June ’21
with expanded FMCG
range in 2H21
• 5% of existing website • Sell in non-target
traffic is organically markets (UK, EU, etc)
coming from US through Amazon
• Launch US website in Global Program
July ‘21 • Back-end compliance
• Add other D2C and listing complete -
channels and limited launching July ‘21
distribution in 2H21

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Founding Team

NAMRATA ASTHANA
Co-founder, Director - Marketing & Design

Education
Vanderbilt University, Illinois Institute of Art
Previously worked at
PepsiCo, American India Foundation, IFMR

MATT CHITHARANJAN
Co-founder, CEO

Education
New York University, University of British Columbia
Previously worked at
Rosen Consulting Group, USAID, IFMR

SHIVAM SHAHI
Co-founder, COO

Education
National Institute of Technology Karnataka, University of Alberta
Previously worked at
BiteClub, Spareta

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Senior Management Team

GAURAV RUSTAGI GAURAV RUSTAGI

Financial Controller Senior Manager, Retail Operations

Education Education
ICAI NIT, Suratkhal
Previously worked at Previously worked at
Vinod Kumar and Associates OYO, Ziffy Homes

ZEENAL JHOBALIA VARUN BAGAI

Head of Sales Head of E-Commerce

Education Education
University of Mumbai FORE School of Management, Delhi U
Previously worked at Previously worked at
Future Group Curefit, Decathalon

TYLER RITCHIE ANAND MENON

Head of Roastery Head of Production

Education Education
Massey University Wellington UCLA, University of Calicut
Previously worked at Previously worked at
Little Marionette, AllPress Nike, Paragon Polymer Products

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