In India, coffee has long played second fiddle to tea, but Bili Hu has steadily carved its place as one of the best coffees in the country. What sets it apart is nuance: an obsession with detail that begins in the bio-diverse plantations of Chikmagalur and travels all the way to the final sip. Every step of Bili Hu’s process is deliberate. Coffee cherries are picked by hand rather than machine, ensuring only the ripest are chosen. Each lot is scanned under UV light to minimise defects. Roasting is treated like winemaking, bringing out subtle flavour notes rather than masking them. The result is a cup of coffee that reflects its origins with clarity and depth.
Even the name itself is steeped in meaning. Bili Hu, Kannada for “white flower,” refers to the blossom that heralds the start of the agricultural year and symbolises hope for a bountiful harvest. This grounding in culture and ritual is as important as the coffee itself. It’s what makes every cup a story.
This past month, Bili Hu partnered with All India Permit (AIP) to create a cultural bridge. The collaboration, a 100% Arabica medium roast with notes of sweet berries and roasted nuts, travelled from southern India’s plantations all the way to the Netherlands, carried by the truckers who make up the backbone of India’s supply chains.
Each pack features the Drishti Bommai (Nazar Battu), a hand-painted motif by the late truck artist Raj Dongre. Traditionally seen on the bumpers of Indian trucks, this symbol is believed to ward off evil and bring good fortune on long journeys. Its presence on a bag of coffee ties together two worlds. Indian trucks have long doubled as canvases, painted with everything from devotional symbols to film stars. Truck art gave drivers—who spend most of their lives on the road—a way to express identity.
But in recent years, this tradition has been fading fast, replaced by mass-produced stickers and pre-painted vehicles. All India Permit, founded by Farid Bawa, was born out of an urgency to preserve and promote this disappearing craft. By spotlighting truck art on coffee packaging, Bili Hu and AIP extend its visibility beyond highways into homes, cafes, and international markets.
The Bili Hu x AIP collaboration is a journey of farmers in Karnataka, of truckers on highways, of artists keeping traditions alive, and of coffee lovers discovering India’s layered cultures with every sip.
With the market so crowded, nuance is indeed the secret. And with this partnership, nuance is about honouring heritage, celebrating journeys, and reminding us that even something as everyday as coffee can carry the weight of culture across continents.
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