A Grand Coffee Sanctuary
Upon entering Naad, one immediately senses a unique atmosphere, prompting contemplation on how long one could comfortably linger. The ambiance is deliberately
unhurried, inviting guests to relax with a cortado and a banana-walnut tea cake. Designed by Shankar Narayan Architects, the expansive, multi-level open-plan space prioritizes guest comfort, with attentive staff happy to engage in conversation. To merely label Naad a coffee shop would be an understatement, given its impressive 12,000 square feet encompass a café, roastery, bakery, bistro, retail boutique, an educational academy, and a library. Located strategically between Jubilee Hills and HITEC City, it operates under the umbrella of Vikksit Hospitality, sharing its premises with Orlo, a restaurant specializing in regional Indian cuisine, and Kadamba, a rooftop bar and cultural spot. Future plans include hosting Izumi on the second floor, further enhancing its diverse offerings.
The Art of Coffee Crafting
The journey through Naad's space leads from the roastery into the heart of the coffee preparation area, where the distinct hiss of a Storm machine sets the scene. Within the roaster, coffee beans undergo transformation, heralded by the first crack sound and the release of an intoxicating aroma – a testament to the Maillard reaction. Notes of warm hay, fresh bread, and caramel fill the air as freshly roasted beans are swiftly cooled. The roaster's exhaust cleverly draws in passersby with the enticing scent of freshly brewed coffee. Adjacent to this are the bakery and deli counter, coffee drip towers, a fermentation station, and a curated retail section showcasing single-estate coffee beans in glass jars. Ascending to the loft library reveals a collection of books and vintage coffee equipment, such as swan moka pots. A forthcoming coffee academy is set to offer short courses, deepening the establishment's educational mission. The main floor's aesthetic features asymmetrical grey Tandur limestone, mimicking uneven forest terrain, complemented by in-situ mustard quarry-style seating, a deliberate design choice that echoes the openness and sociability of the traditional Indian Coffee House without succumbing to nostalgia, striking a balance between industrial charm and earthy warmth.
Philosophical Coffee Roots
Naad's coffee program draws profound inspiration from Auroville, where founder Vikaas Passary connected with Marc Tormo, a pivotal figure in India's specialty coffee movement. Tormo now serves as Naad’s coffee consultant, co-founder, and resident coffee philosopher, viewing coffee as a profound 'dialogue between nature and people,' encompassing soil, farmers, climate, and culture. He has developed a comprehensive 100-page publication, 'The Foundations of Specialty Coffee,' for the Naad academy, underscoring the team's belief in India's exceptional coffee production and the need for greater understanding of the intricate connection between land, cultivation, processing, and the final beverage. Naad aims to bridge this knowledge gap, presenting coffee as an embodiment of distinct ecosystems and skilled craftsmanship. Currently, the establishment proudly offers seven distinct bean varieties sourced from estates across the Western and Eastern Ghats, spanning Karnataka, Tamil Nadu, Kerala, and Odisha. Plans are underway to incorporate beans from Andhra Pradesh, Maharashtra, West Bengal, Nagaland, and the Northeast as harvests become available, reflecting Tormo’s vision to highlight India’s diverse terroir and evolving coffee landscape. Sustainability is as paramount as quality; for instance, the Balmaadi Estate Arabica is cultivated using biodynamic methods and medium-roasted to enhance its sweet, bold, and lingering finish. The Washed Bewild Canephora from Coorg employs novel fermentation techniques, yielding a chocolatey, robust cup with a pronounced structure. Brown Valley Arabica, from Odisha’s Koraput region, supports forest restoration efforts and offers a cup with caramel-like sweetness and bright acidity.
A Menu for Discovery
Naad's menu introduces coffee as an 'invitation to pause.' The espresso offerings are presented through a thoughtful matrix of hot/cold and black/milk options, emphasizing technique and textural nuances. For manual brews, patrons can select a nano lot and are guided towards specific brewing methods: a V60 for clarity, an Aeropress for body, or a Chemex for sharing with companions. A signature offering from the drip towers is 'Black Remedy,' a Kyoto-style cold brew steeped for 18 hours and served over ice, resembling a sophisticated spirit. In a delightful counterpoint to the seriousness of specialty coffee, the menu introduces playful concoctions. The 'Zero-proof Coffee Sangria' creatively blends coffee with juice to achieve a wine-like profile. The 'Secret Lake Spritz,' combining espresso, tonic, and strawberry cheong (a vibrant Korean fruit syrup), offers a bright and effervescent experience. Beyond coffee, Naad caters to diverse palates with offerings such as saffron-infused Irani chai, matcha, five varieties of drinking chocolate (ranging from petite piccolo to a spicy chilli and honey blend), and artisanal kombuchas derived from tea, cascara, and coffee. Their tepache stands out as particularly exceptional. Adding an unexpected touch, Tormo may surprise guests with an infusion of dehydrated coffee blossoms, which bear a striking visual and aromatic resemblance to jasmine.
Culinary Delights Await
Naad approaches its food menu with the same dedication to quality and thoughtfulness as its coffee program. The offerings are accessible, appetizing, and thoughtfully prepared without being overly ostentatious. Ashish Burande, Naad’s bakery lead, champions rustic, classic bakes crafted in small batches using slow fermentation techniques. His focaccia is a revelation, prompting re-evaluation of preconceived notions about the bread. Alongside this, Burande presents delightful green apple turnovers and savory Jaffna mutton puffs. Chef Soumojit Sinha’s innovative 'Build Your Own Breakfast' (BYOB) concept allows guests to customize their plates with a selection of eggs, vegetables, meats, and breads, ensuring that each table features a unique culinary composition. Burande's exceptional breads are integral to the BYOB menu and are also featured in sandwiches, such as the smoked eggplant bharta with stracciatella on sourdough, and a decadent butter-garlic lobster roll served in a shokupan bun. Complementing these are refreshing salads like fig and burrata, and nourishing bowls such as steamed chicken congee topped with a crispy egg, completing the diverse culinary landscape.
A Thriving Hub
Just three weeks after its grand opening, Naad has successfully found its rhythm, and its patrons are doing the same. Naveen Vasre, the head barista, observes a vibrant energy and a strong sense of curiosity among the guests. He notes particular interest in the advanced machinery and the roasting setup, as well as inquiries about the facilities on the first floor. Guests are also keen to learn about the beans featured at the pour-over station, the cold drip tower, and the 'Black Remedy' beverage. Conversations frequently touch upon the very meaning of 'Naad.' Hyderabad's culinary scene has experienced significant growth in recent years, with numerous new cafés and roasteries emerging. Naad has established itself at the forefront of this evolution. Vikaas Passary emphasizes that while Naad is a Hyderabad-based brand, its core identity is rooted in Indian specialty coffees, with aspirations to share these exceptional beans globally. The overarching mission at Naad is to forge a powerful connection between Indian coffee and the renowned spirit of Indian hospitality. Evidence of this success is already apparent, with many guests arriving for a single cup of coffee and then showing no inclination to depart, fully embracing the welcoming and engaging environment.
