Profile Overview
Barista and coffee consultant Soudh Ibrahim is India’s first MONIN Coffee Creativity Cup Champion. After working at Café Coffee Day, he played a key role in introducing specialty coffee at Shell petrol stations across the country. Firmly believing that coffee is "more than just a beverage," he now guides aspiring baristas and coffee entrepreneurs in creating unique experiences with every cup they serve.
Soudh Ibrahim is India’s first MONIN Coffee Creativity Cup champion - a competition that was held in 2023 to find the best barista of the country. Today, he is playing a key role in the growing coffee culture of the country by mentoring aspiring baristas and coffee entrepreneurs.
However, Soudh’s introduction to the world of coffee was not by design. Growing up, his aspirations were far from the espresso machines and coffee counters where he would eventually make his mark.
"I always wanted to be an automobile engineer," he says, recalling his passion for vehicles.
But life had other plans. After failing two subjects in his 12th-grade exams, Soudh found himself at a crossroads. His academic struggles could have been a setback, instead, they led him to an unexpected path.
As fate would have it, a friend suggested Soudh consider hotel management, a field that would set the stage for his future career.
Soudh loved cooking as a child, so the idea naturally intrigued him. He decided to take the plunge and applied for a vocational training programme by Café Coffee Day.
However, the journey wasn’t easy. After his father’s demise in his final year of high school, Soudh had to take up the responsibility of his mother and sisters as the sole breadwinner of the family.
Hence, the six-month training programme at CCD, which came with a modest stipend of 6,000 rupees, was more than just an opportunity—it was a necessity.
"I needed to find a job, and this seemed like the right chance,” Soudh adds.
The true essence of coffee lies in its ability to bring people together—across tables, cultures, and experiences.
- Soudh Ibrahim
The Early Days at Café Coffee Day
Soudh’s early days at Café Coffee Day were not without their struggles. Stationed in Delhi, where the cost of living was much higher than his stipend could comfortably cover, he often found himself scraping by but remained undeterred.
"Delhi was tough," Soudh recalls. "Between metro fares and food, I couldn’t save anything for the first three months." Yet, what he lacked in financial stability, he made up with an eagerness to learn and grow.
Working in Delhi's sweltering heat, often standing outside the café to invite customers in, Soudh quickly learned the realities of the job.
"We used to stand outside, calling out to people, welcoming them to Coffee Square," he says. "Imagine doing that in 45 to 48 degrees of heat!"
It was tough, but it was here that Soudh first began to hone his skills as a barista. His natural curiosity and determination to brew the perfect cup of coffee quickly set him apart.
Over time, he started experimenting with different brewing techniques, often learning from YouTube tutorials.
"I wanted to prove myself," he says. "I used to make coffee for my friends every day, constantly improving."
His dedication didn’t go unnoticed, and soon, despite being a trainee, Soudh was entrusted with managing night shifts and even handling operations at some of CCD’s busiest outlets.
"The true essence of coffee lies in its ability to bring people together—across tables, cultures, and experiences,” Soudh quips.
Soudh’s secret to a good cup of coffee: His immense curiosity with coffee.
A Meeting with a Visionary
One of the defining moments in Soudh’s early career was his meeting with V.G. Siddhartha, the visionary behind Café Coffee Day. Siddhartha, who is often credited with bringing café culture to India, left a lasting impression on Soudh
"He was an amazing human being," Soudh recalls. "Whenever we met him, we felt this incredible positive energy. He was humble, kind, and always encouraging."
Siddhartha’s approach to leadership was unique. Even in moments of criticism, he would address his employees with a gentle touch, putting his hand on their shoulders and offering guidance rather than reprimand.
"If something went wrong, he wouldn’t scold you. He’d just say, ‘Champ, let’s fix this,’" Soudh remembers fondly.
This early exposure to Siddhartha’s leadership style profoundly impacted Soudh, teaching him the importance of humility, patience, and collaboration—qualities that would later define his approach to leading teams and managing projects in the coffee world.
Coffee is about more than just the beverage. It’s about the people. It’s about creating relationships, building trust, and sharing knowledge.
- Soudh Ibrahim
Breaking New Grounds With Shell Petroleum
After two years at Café Coffee Day, Soudh’s journey took an unexpected turn when Ask4Deli, a vendor for Shell India Markets, hired him as a field trainer and customer service executive in 2017 for a branch in Bengaluru. The challenge? Make food popular in the petrol station.
“My first key responsibility was to approach customers who came to refuel, introduce them to the menu, and encourage them to try our products. A friend of mine who had joined with me dropped out immediately but I decided to give it a shot. I knew that if I could sell food among them, I would be able to sell coffee too” Soudh recalls.
Soudh went on to work with the then-category manager for Shell India Markets, Rahul Daiya, to tackle a major challenge in the branch: reducing food waste. By introducing Indian-friendly options like Punjabi samosas and chicken puffs, the branch slashed food waste from a staggering 94% to just 14% in a matter of months.
Soudh wants to lead the way for Indian specialty coffee by guiding the next generation of baristas and café owners
The Rise of Specialty Coffee in India
As India’s coffee scene evolved, so did Soudh’s ambitions. In 2020, he joined Coffee Mechanics, one of Bengaluru’s pioneering specialty coffee roasters. Here, he delved deep into the world of specialty coffee, learning the intricacies of roasting profiles, manual brewing techniques, and the art of crafting unique flavour experiences.
"Specialty coffee was still in its early stages in India," Soudh explains. "There were only a handful of roasters in Bangalore at the time."
Working closely with Coffee Mechanics’ founders, who were fifth-generation coffee growers, Soudh helped to introduce a new level of sophistication to India’s coffee culture.
"I learned so much about the process, from bean to cup," he says. "It was a completely different world from what I had known before."
Brewing magic at Katte Kulture, Bengaluru
"Coffee is about more than just a beverage," Soudh says.
Building a Coffee Community
One of the things that sets Soudh apart is his deep commitment to community building. Whether working with farmers, baristas, or café owners, he has always believed in the power of collaboration.
"Coffee is about more than just the beverage," he says. "It’s about the people. It’s about creating relationships, building trust, and sharing knowledge."
Throughout his career, Soudh has made it a point to foster strong connections with those he works with. He recalls how, during his time at Shell, he built a loyal customer base among local cab drivers, who would come to the café every day for a quick bite and a cup of coffee.
"They didn’t have time for fancy meals, but they loved our coffee," he says. "We built a little community around that."
This sense of community is something Soudh carries with him in every project he undertakes. Today, as a freelance coffee consultant, he helps new café owners build their businesses from the ground up, offering end-to-end support that includes everything from architectural design and equipment sourcing to barista training and menu curation.
"I love working with freshers," he says. "They’re curious, eager to learn, and open to new ideas. It’s easier to teach them the right way."
VG Siddhartha was an amazing human being. Whenever we met him, we felt this incredible positive energy. He was humble, kind, and always encouraging.
- Soudh Ibrahim
A Vision for India’s Coffee Future
Looking ahead, Soudh is optimistic about the future of India’s coffee industry.
"The café culture in India is growing rapidly," he says. "Cities like Surat, which are traditionally tea-driven, are now embracing specialty coffee in a big way."
Soudh believes that as more people become exposed to high-quality coffee, the demand for specialty brews will continue to rise.
But he also acknowledges that there is still much work to be done. He sees this as both a challenge and an opportunity—a chance to educate and empower local communities, helping them unlock the full potential of their coffee crops.
A Call to Aspiring Baristas
For those just starting in the coffee industry, Soudh has simple but profound advice: “Stay focused and give yourself time to learn. Don’t worry about earning money right away. Focus on upskilling, and the rest will follow.”
He has learned this lesson firsthand, having built his career from the ground up through hard work, dedication, and a relentless desire to learn.
As India’s coffee culture continues to evolve, Soudh wants to be at the forefront, guiding the next generation of baristas and café owners, and helping to shape the future of coffee in India. Whether it is through his role as a consultant, his hands-on approach to mentoring freshers, or his tireless passion for perfecting the craft, Soudh is playing a key role in an industry that continues to grow and innovate.
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