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In most households worldwide, no day is complete without a cup of aromatic coffee to energise and uplift oneself. Poornima Katyal has tapped into this potential by not only catering to this thriving market but also by creating a niche identity for her brand. She won the SheThePeople’s Digital Women Award under E-commerce Category, for her dedicated work in building a plant-based dessert brand known for its signature fudge and innovative treats. She has built a venture that resonates with those seeking indulgence without compromise by making delicious desserts and snacks that people can enjoy without hesitation.
She focuses on creating sweet concoctions that are not just delicious but also gentle on people’s well-being. With her brand, she aims to follow the idea of “less guilt, less doubt—more self-love” by turning daily indulgence into an act of self-compassion, not self-sabotage.
Poornima Katyal On F&B Culture
At the 10th Digital Women Awards, Poornima, founder of Third Roast, spoke about how she made a breakthrough in the male-dominated food and beverages industry.
“Usually women are mostly in the house kitchens but when you go to commercial kitchens, there are only men. A lot of that is changing, because there is a good mix of women coming in, there is now more empathy. Building an F&B [business], a manufacturing business requires dealing with vendors and different kinds of people; it takes a lot and it is hard but it is not impossible.”
Today, coffee business and cafes are more than just about the beverage as they blends culture, conversations, immersive experiences, and more. About the future of coffee, Poornima said, “Coffee culture has evolved a lot from consuming it at home, to meeting friends at a [cafe], to now going to Indian origin and speciality coffee shops to not only meet and work but also enjoy what they are drinking.”
Poornima added, “The next evolution will be how we bring in technology in the process while keeping people at the core of it.”
In a separate interview with SheThePeople, she spoke about how she leverages technology to upscale her business and personal goals. She also recounted the story behind Third Roast and how her business goal has evolved since it was first founded.
In Conversation With Poornima Katyal
Q: What roles do you play at Third Roast, and what drives you toward this goal?
I am the founder of Third Roast, a plant-based dessert brand known for its signature fudge and innovative treats. Combining my love for food, coffee, and holistic well-being, I have built a brand that resonates with those seeking indulgence without compromise.
I am also a food consultant, entrepreneur, and health coach, offering expertise to food and coffee businesses. As a passionate advocate for self-compassion and mindfulness, I aim to inspire others through my culinary creations. With a vision for growth, I continue to lead with creativity and purpose, expanding my brand’s reach across India.
Q: How did you use digital platforms and tools to build your business?
Technology has played a transformative role in growing my business, enabling me to reach a wider audience and streamline many processes. One of the most impactful ways technology has helped is through digital marketing. Social media platforms like Instagram and Facebook have allowed me to build a community around Third Roast, where I can share not only my plant-based desserts but also the story behind them. Through engaging posts, behind-the-scenes content, and customer testimonials, I’ve been able to connect with my audience on a personal level and build trust, which is essential for any brand.
Additionally, tools like Google Analytics and Instagram Insights help me understand my customers better—their preferences, behaviours, and how they interact with my content. E-commerce has also been a game changer. Setting up an online store has made my products accessible beyond Delhi, allowing customers from all over to order and enjoy my desserts. Platforms like Shopify have made it easy to manage orders, inventory, and payments, saving me time and helping streamline operations.
Overall, technology has been a key driver in helping my business growth. It’s not just about staying competitive but about leveraging digital tools to tell my story, reach new customers, and manage operations effectively. The combination of creativity and technology has allowed Third Roast to thrive in today’s digital landscape.
Q: How do you envision your future with Third Roast?
The future for Third Roast holds immense potential as the plant-based food market in India is projected to grow at a compound annual growth rate (CAGR) of over 18% and reach ₹565 million by 2027. With increasing consumer awareness around health, sustainability, and animal welfare, the demand for plant-based desserts is on the rise.
I plan to expand beyond Delhi, scaling operations to serve major cities through a robust e-commerce platform and potential partnerships with retail outlets. By focusing on innovative product development, leveraging technology, and building a strong brand community, Third Roast is positioned to capture a significant share of this emerging market. My goal is to double sales over the next two years and reach 20,000 monthly orders across India.
Q: What does your business model look like?
In simple words, my business model is E-commerce, offline stores, and gifting.
Q: Can you share the funding you started Third Roast with?
I started with ₹5 lakhs to build my venture that promotes the idea of a plant-based, healthy, and holistic dessert brand.
Q: What are the key challenges you faced in this journey?
One of the biggest hurdles I faced was finding the right balance between staying true to my vision and adapting to the realities of the market. There were times when I doubted if the plant-based desserts I was so passionate about would resonate with enough people in Delhi. I had to trust in my product, even when the market seemed uncertain.
Another key challenge was managing everything myself in the early stages—juggling product development, marketing, and day-to-day operations, while trying to stay creative and inspired. The pressure was intense, and it was easy to feel overwhelmed. I also had to learn the financial aspects of running a business, which was completely outside my comfort zone.
But the biggest challenge, and lesson, was understanding that growth takes time. There’s no shortcut to building something meaningful. Through every setback, I’ve learned to stay patient and keep moving forward. Each obstacle has helped me grow not only as an entrepreneur but as a person.
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