Startup CPG Newswire:
Pitara Co. Launches

PRESS RELEASE — NEWS PROVIDED BY Aditi Luthra for Pitara Co

NEW YORK, NY (NOVEMBER 2025) — Pitara Co. has officially launched with pitaraco.com, debuting four signature coffee blends, including one inspired by Traditional South Indian Filter Coffee, India’s most iconic and beloved coffee beverage.

Although there are more than 400,000 South Asians in New York City and Indian Americans are the highest-earning ethnic group in the U.S., Indian coffee (including India’s traditional blend with coffee and chicory root) remains nearly absent from retail shelves. Pitara hopes to change that.

“Growing up, South Asian representation in the U.S. was shaped by mass-market brands,” said founder Aditi Luthra. “Missing were the small businesses that often lead in ethics, innovation, and storytelling. We’re sourcing coffee from collectives that pay farmers above fair trade and market rates. Many of these collectives are composed of indigenous peoples such as the Soliga, Irula, and Kurumba communities, and their coffee is grown in biodiversity hotspots including the B.R. Hills Tiger Reserve and the Nilgiri Biosphere Reserve.”

At launch, Pitara’s offerings center on Indian coffee from distinct regions across South India to highlight the nuanced flavors, languages, and ecologies that make the region so unique. Over time, the company plans to expand beyond coffee, sourcing from every state and region in South Asia through small businesses that emphasize community and environmental responsibility.

The name Pitara itself means “treasure box” in Hindi, Urdu, and Punjabi, reflecting the company’s goal of uncovering hidden gems from across the subcontinent.

“What we truly wish to build is a storytelling platform,” Luthra said. “Matcha, wine, and other premium products have come to represent the craftsmanship, care, innovation, and ethics of their home countries. Part of the credit goes to the curators, cafés, and small producers who told the stories behind these products and turned them into cultural experiences. Those experiences have shaped how the world views countries like France, Italy, and Japan and why people hold them in such high regard. We believe South Asia deserves that same thoughtful representation. Specialty coffee is our entryway into that storytelling adventure. In our pipeline are t-shirts inspired by Indian tattoo art, spirits crafted by indigenous communities once banned by the British, and gold nose rings.”

Through its launch, Pitara seeks not only to introduce Indian coffee to American consumers but also to challenge stereotypes, reshape perceptions, and reimagine how South Asian culture is experienced in the West.

About Pitara Co.

Pitara Co. is a South Asian-owned lifestyle and specialty coffee brand founded by mother Kanchana Luthra and daughters Aditi and Anisha Luthra. The brand partners with ethical and sustainable small producers across South Asia to bring forward the region’s diversity, craftsmanship, and ecological heritage. Pitara Co products can be found online. Pitara is actively seeking retail and café partnerships across the United States to expand access to its ethically sourced Indian coffees and South Asian-inspired products.

Follow Pitara Co. on Instagram @pitaraco and TikTok @pitaraco.com or visit www.pitaraco.com to learn more.

If your brand wants to publish a press release on the Startup CPG Newswire,  fill out the form here. 

The news and images contained on this page has been provided by a third party. Startup CPG does not verify, endorse, or vouch for any information or content submitted by third parties, or verify the identity, credentials, or expertise of third parties. We encourage you to consider carefully the source of all information and content provided by third parties on this website.

Join Startup CPG!

Have you joined our *free* Slack community yet? Join the largest CPG community in the world to receive and share on-the-spot advice, industry news and data, and exclusive discounts and opportunities for emerging brands.

If you want to be the first to know about key business updates from the most innovative early CPG brands, sign up for our bi-weekly Newswire roundups here.