From Satellites to Soil: How Ratnagiri Estate’s Ashok Patre Is Leveraging Tech To Produce Exceptional Coffee

The first steps

Mr Patre’s journey to coffee cultivation was neither straightforward nor easy. The Ratnagiri estate was not always the majestic plantation it is today. Established in the 1920s, the estate had to weather numerous challenges, from fluctuating market demands to environmental setbacks.

In the 1970s and 1980s, when Mr. Patre was in college, the family's coffee estate faced challenges from fungal infections like Sansbury Root Rot and white stem borer attacks. Mr Patre recognised that his father needed support during these difficult times, so he decided to work full-time on the estate and only appear for his exams.

Innovating Beyond Earth: The Satellite Antenna Breakthrough

During this time, Mr Patre sought new avenues to support the family. In 1990, after spending a year with his brother in the U.S., Mr Patre became fascinated with satellite dish technology. Inspired by the rise of CNN and the global connectivity it offered, Mr Patre envisioned bringing this technology to India.

“Mind you, I was only 21 years old at the time, and I naively bought a dish in the U.S. and tried to ship it to India,” recalls Mr Patre.

However, his attempt to import the large satellite dish was thwarted by customs regulations under the 1856 Telegraph Act. After multiple attempts and a fine of Rs 18,000, his case was finally adjudicated.

But Mr Patre’s fascination with dish antennas only grew as he flicked through TV channels. He decided to manufacture and sell it. However, he had no technical knowledge of how to make the dish itself.

“So, I went to the British Council Library and picked up some books on parabola design. Then I went to a local fabricated and explained to him what I learnt and asked him to make a dish for me,” he recalls.

After weeks of struggle, Mr Patre finally found a signal on the antenna, marking his Eureka moment.

Turning Tech Success into Coffee Revitalisation

In the mid-1990s, the proliferation of cable TV and the advent of smaller, more affordable antennas began to erode the market for large satellite dishes.

Recognising the shifting landscape, Ashok decided to exit the satellite business in 1995, redirecting his focus back to the family estate. He invested all the money he made from the satellite business into his coffee estate, and replanted nearly 80% of the plantation.

It was Mr Patre’s enterprising spirit that saw an opportunity to build connections within the planters' community in Coorg and Chikmagalur through his satellite venture.

He explains “I would look at the installation list, and if there were any planters on it, I would personally go for the installation”.

He would visit these neighbouring farms, and request to look at their estates. This exposed him to several new methods in plantation management that he did not know about earlier, such as dwarf varieties, shade work, and spacing.

“The dish antenna business allowed me to learn a lot about the plantation industry,” says Mr Patre.

The dwarf variety of coffee that Mr Patre grows in his estate today was also after one such visit when another plantation manager gifted its sapling brought from Colombia.

Navigating International Waters: Coffee Export Challenges and Triumphs

After re-entering the coffee business, Mr Patre explored new markets in the late 90s’. One such market was Canada.

The initial days were not easy. Despite meticulous packaging to preserve freshness, the venture initially faltered due to long shipping times and high shelf-space costs demanded by supermarkets.

“It costs nearly $15,000 to display your product on Canadian grocery shelves, in one store. It was impossible to pay such high prices,” recalled Mr Patre.

Another setback for him occurred when an Italian roastery he sold two containers of coffee to refused to pay him. For three months, he visited the roastery multiple times and requested his payments, without success. This put him in a precarious financial situation with bankers back in India.

But the roadblocks could not shake his resilience and his passion for coffee triumphed. By a fortunate turn of events, he was invited to a dinner for entrepreneurs at the Indian Embassy in Canada. He was seated next to an Indian businessman, who was into loan refinancing. Mr Patre explained his situation to him, and the businessman agreed to help.

Finally, the money came through. Even today Mr Patre firmly believes that everything in life happens for a reason.

Building a Coffee Empire

Mr Patre continues to find new markets abroad, creating a footprint for Indian coffee across the map. He recalls an incident in the U.S. when he attended a trade show in Denver and says, “No one even knew India produced coffee, they were shocked. They all refused to believe me, saying India is a tea-producing country.”

Mr Patre is committed to shattering these stereotypes. Today, he has built lasting relationships and connections through coffee and exports his coffee to major brands in the U.S.

His biggest support has been his wife Divya Patre who is also his partner in the coffee business, overlooking the quality control aspect. She has completed extensive courses in cupping and ensures that every batch of coffee produced in the Ratnagiri estate meets international standards.

The Rise of Indian Coffee on the Global Stage

Mr Patre highlights the Indian domestic coffee industry has been booming like never before.

“People in places like Indore and Chandigarh are buying tonnes of coffee. I have never seen this happening before,” he remarks.

However, he says this boom comes with challenges, including price volatility and increased competition from industrial-scale producers in countries like Brazil.

In an industry marked by rapid changes and increasing competition, Mr Patre’s story highlights the importance of adaptability, strategic thinking, and a steadfast dedication to quality.