Bean to Brew: Building a Traditional & Sustainable Coffee Brand with Shonali Paul, founder, Paul John Caffeine Co

In this episode of The Wild Party Podcast, we're joined by Shonali Paul, founder of Paul John Caffeine Co., who’s on a mission to introduce the U.S. to the bold, complex flavors of South Indian coffee. From growing up on her grandfather’s estate in Coorg to launching her own sustainable coffee brand, Shonali shares her journey, the challenges of importing from India, and why education and tradition are key to her brand’s success.

When you think of specialty coffee, your mind might wander to the mountains of Colombia or the hills of Ethiopia, but Shonali Paul is working to change that. As the founder of Paul John Caffeine Co., she’s on passion lead journey to bring the world to a lesser-known yet deeply flavorful coffee culture: South Indian filter coffee. And she’s doing it with heart, heritage, and an entrepreneurial spirit that’s as rich as the beans she sources.

From Coorg to Florida: A Journey Rooted in Passion

Shonali’s love for coffee began on her grandfather’s estate in Coorg, a lush region in southern India often called the “Scotland of India,” and for good reason. With its steep hills, rich soil, and biodiverse ecosystem, Coorg is home to some of the most complex and shade-grown coffee beans in the world. It’s also where Shonali experienced her first cup of South Indian filter coffee, a bold, creamy, and comforting brew that sparked a lifelong love.

After earning her MBA and living around the globe, she realized something was missing in the Western coffee landscape: high-quality Indian coffee. That realization became the spark for Paul John Caffeine Co., launched in 2023 and named after her father, a hospitality and spirits entrepreneur who instilled in her the drive to build something of her own.

Building a Brand With Purpose (and Patience)

Starting a coffee company from scratch isn't easy, especially when your mission is to educate an entirely new market. Shonali talked about the steep learning curve of navigating import logistics, finding trustworthy partners, and sourcing beans directly from small estate owners in India. But for her, it wasn’t just about selling coffee. It was about sharing a sensory experience steeped in tradition and connection.

Her approach? Slow marketing. Shonali believes people need to taste the coffee, learn the story behind it, and understand the deep cultural roots. From offering samples at markets to guiding curious customers through brewing techniques, she’s building awareness one cup at a time.

Sustainability Without the Buzzwords

One of the most compelling parts of our conversation was Shonali’s perspective on sustainability. While many brands chase organic and fair trade certifications, she’s more focused on real impact by supporting the small Indian estates that grow coffee in harmony with the land. Most Indian coffee is shade-grown, handpicked, and cultivated by multigenerational families who see themselves as stewards of the land, not owners of it.

Shonali also explained the challenges these small farmers face when trying to obtain expensive certifications, which often exclude the very communities doing the most sustainable work. Her philosophy is clear: support the practices, not just the labels.

Brewing Innovation

While tradition is at the heart of her brand, Shonali is also looking ahead. She’s working on expanding her product line to include K-cups, concentrates, and retail partnerships, all while staying true to her roots. Each Paul John blend is designed for versatility, whether you prefer a South Indian decoction, a French press, or a pour-over ritual.

A Woman in a Man’s Industry

Despite coffee’s global popularity, the industry, especially in sourcing and production, remains largely male-dominated. Shonali shared both challenges and triumphs as a woman founder in this space, from being overlooked at trade events to finding support among other women in coffee. Her take? Let the work speak for itself and always stay true to your mission.

Final Sips

In a world where convenience often trumps craft, Shonali Paul is inviting us to slow down and savor. Through Paul John Caffeine Co., she’s not just selling coffee. She’s bridging cultures, elevating underrepresented growers, and redefining what it means to brew with purpose.

So next time you reach for your morning cup, consider trying a bold new origin. You might just discover a whole new world in your mug.

Explore Paul John Caffeine Co. at pauljohncaffeine.com and follow the journey on Instagram @pauljohncaffeine.