From Soil to Soul, From Sound to Story

The Primordial Sound

Before taste. Before texture. There is sound. A vibration that lingers in silence. This is where Naad begins — an echo of something older, quietly alive, and endlessly resonant.

The Name

What We Are Called

Naad — नाद — is a prolonged sound. A sound that can be called music. One that gives joy to the soul. It is the primordial vibration believed to have originated with the creation of the universe and to have been reverberating through our very being ever since.

We chose this name not as metaphor, but as intention. Rooted in ancient Indian philosophy, Naad is not about coffee alone. It is about the moment it creates — complete, conscious, and connected. Into ritual. Into presence.

The Philosophy

The Flow Theory

Flow — in positive psychology, also known as being in the zone — is the mental state in which a person is fully immersed in what they are doing. It is the melting together of action and consciousness; the state of finding a balance between skill and challenge. Each person has their own subjective area of flow, where they function best given the situation.

At Naad, every element of the experience — the coffee, the space, the food, the education — is designed to bring you closer to that state. Sensory input becoming expression. Presence becoming purpose.

Our Story

We Flow With Intention

Naad opened on 14 March 2026 at R Quad, Durgam Cheruvu Road, Hyderabad — a 12,000-square-foot space overlooking the lake, seating 125 guests. It was the beginning of something that had been building for years.

We believe that good coffee comes from doing things with purpose and passion, not speed. It is about being present, consistent, and considerate in everything we do. Because how we do one thing is how we do all things.

We live the process, share the experience, and tell the story. In a world that rushes, we create room to take a pause. Our spaces, blends, and rituals are designed to foster connections — whether with yourself or someone else — over a meaningful cup.

The Space

Designed by Shankar Narayan Architects

The space draws inspiration from the legacy of India Coffee House. The design reinterprets the spirit of the traditional Indian coffee house through a contemporary lens — preserving its openness and sense of community while building something entirely new.

Local Tandur stone flooring reflects the textures of coffee-growing landscapes. Quarry-style outdoor seating contrasts with the industrial presence of the roastery inside. Wood and cement elements soften that industrial setting, creating a balance between production and hospitality. Large glass facades open toward the lake, allowing views of Durgam Cheruvu to flow naturally into the space.

The Seven Pillars

One Ecosystem, Seven Expressions

Naad is structured around seven interconnected pillars that together form a complete coffee ecosystem. Each one plays a distinct role — yet all are connected through a shared philosophy of hospitality.

The Coffee

Rooted in India. Intentional in Every Part.

India grows extraordinary coffee. The Western Ghats and the Eastern Ghats produce beans with profiles that still surprise experienced palates — floral, fruited, complex, unexpected. Most of it has historically left the country. We're changing that story.

We work directly with estates that practice shade-grown, biodynamic, and biodiversity-led farming. Single origins that tell you exactly where they came from and who grew them. Blends designed with intention, not convenience. Every bean we carry has earned its place here.

From the farms to your cup, from aroma to roast, every detail at Naad is intentionally chosen. Coffee experiences that excite the senses, spark conversations, and celebrate India's vibrant flavours and stories.

The Founders

Five Paths, One Frequency

Marc Tormo

Co-founder · Q Grader · Roastmaster

Originally from Barcelona and based in Auroville since 1996, Marc brings over three decades of specialty coffee experience across India, Ethiopia, and South America. He founded Coffee Ideas! in 2008 — a consulting practice spanning farm development, roastery design, and sensory education — and holds a postgraduate diploma in Coffee Excellence from ZHAW University in Zurich. His focus: roasting science, biodynamic cultivation, and the quiet craft of making something extraordinary from something grown. At Naad, Marc shapes everything from sourcing relationships to the roast profile on your cup.

Vikaas Passary

Co-founder · Hospitality Entrepreneur

Founder of Vikksit — known for building culturally rooted dining spaces including MOB, Little Italy, and So The Sky Kitchen. Together with Vinita Passary, he also co-founded Translate IkatIndia, reviving handwoven Ikat textiles and supporting artisan communities across India. At Naad, he brings a conviction that hospitality and curiosity can share the same room.

Kshitij Bhuraria

Co-founder · Operations & Guest Experience

An alumnus of IHM Mumbai and GBC Toronto, Kshitij has spent the last six years working across hospitality brands in India and abroad — from the Taj Mahal Palace to Café Coffee Day, and international names like Swiss Chalet and Pickle Barrel in Canada. Now back in Hyderabad, he brings fresh energy and a hands-on, guest-first approach to everything Naad does.

Ashwini Maisekar

Co-founder · Finance & Strategy

A Chartered Accountant with a background in investment banking and fund management, Ashwini transitioned into hospitality driven by an interest in entrepreneurship and community-building. She brings structure, discipline, and clarity to Vikksit — and at Naad, a quiet focus on creating spaces that feel genuinely welcoming.

Dhruv Agarwal

Co-founder · Business Development

Dhruv began in finance — investment banking and private equity — before choosing a more hands-on entrepreneurial path. Driven by curiosity and a people-first mindset, he blends financial insight with creative thinking to help build spaces that encourage connection and shared experiences.

Brand Values

What We Believe In