Dimapur, Mokokchung, Wokha, Chumoukedima and Kohima, India — With its high ceilings, soft lighting and brown and turquoise blue cushioned chairs, Juro Coffee House has the appearance of a chic European cafe.

Sitting right off India’s National Highway-2, which connects the northeastern states of Assam, Nagaland and Manipur, the cafe hosts a live roastery unit that was set up in January by the Nagaland state government.  Here, green coffee beans from 12 districts in Nagaland are roasted live, ground and served, from farm to cup.

On a typical day, the cafe gets about a hundred customers, sipping on coffee, with smoke breaks in between.

Those numbers aren’t big – but they’re a start.

For decades, an armed rebellion seeking the secession of Nagaland from India dominated the state’s political and economic landscape. Thousands have been killed in clashes between security forces and armed rebels in Nagaland since India’s independence, soon after which Naga separatists held a plebiscite in which nearly all votes were cast in favour of separating from the Indian union. India has never accepted that vote.

The state’s economy has depended on agriculture, with paddy, fruits like bananas and oranges and green leafy vegetables like mustard leaves, the main crops grown traditionally.

Now, a growing band of cafes, roasteries and farms across the state are looking to give Nagaland a new identity by promoting locally grown Arabica and Robusta coffee. Juro Coffee House is among them.

While coffee was first introduced to the state in 1981 by the Coffee Board of India, a body set up by the Indian government to promote coffee production, it only began to take off after 2014.

Helped by government policy changes and pushed by a set of young entrepreneurs, Nagaland today has almost 250 coffee farms spread across 10,700 hectares (26,400 acres) of land in 11 districts. About 9,500 farmers are engaged in coffee cultivation, according to the state government. The small state bordering Myanmar today boasts of eight roastery units, besides homegrown cafes mushrooming in major cities like Dimapur and Kohima, and interior districts like Mokokchung and Mon.

For Searon Yanthan, the founder of Juro Coffee House, the journey began with COVID-19, when the pandemic forced Naga youth studying or working in other parts of India or abroad to return home. But this became a blessing in disguise since they brought back value to the state, says Yanthan. “My father used to say, those were the days when we used to export people,” he told Al Jazeera. “Now it’s time to export our products and ideas, not the people.”

‘Back to the farm’

Like many kids his age, Yanthan left Nagaland for higher studies in 2010, first landing up in the southern city of Chennai for high school and then the northern state of Punjab for his undergraduate studies, before dropping out to study in Bangalore. “I studied commerce but the only subject I was good in was entrepreneurship,” said the 30-year-old founder, dressed in a pair of smart formal cotton pants and a baby pink polo neck shirt.

The pandemic hit just as he was about to graduate, and Yanthan left with no degree in hand. One day, he sneaked into a government vehicle from Dimapur during the COVID-19 lockdown – when only essential services like medical and government workers were allowed to move around – to return to his family farm estate, 112km (70 miles) from state capital Kohima, where his dad first started growing coffee in 2015.

He ended up spending seven months at the farm during lockdown and realised that coffee farmers didn’t know much about the quality of beans, which wasn’t surprising considering coffee is not a household beverage among Nagas and other ethnic communities in India’s northeast.

Yanthan, who launched Lithanro Coffee, the parent company behind Juro, in 2021, started visiting other farms, working with farmers on improving coffee quality and maintaining plantations. Once his own processing unit was set up, he began hosting other coffee farmers, offering them a manually brewed cup of their own produce.

Gradually, he built a relationship with 200 farmers from whom he sources beans today, besides the coffee grown on his farm.

Yanthan sees coffee as an opportunity for Nagaland’s youth to dream of economic prospects beyond jobs in the government — the only aspiration for millions of Naga families in a state where private-sector employment has historically been uncertain. “Every village you go to, parents are working day and night in the farms to make his son or daughter get a government job,” Yanthan told Al Jazeera.

Coffee, to him, could also serve as a vehicle to bring people together. “In this industry, it’s not only one person who can do this work, it has to be a community,” he said.

Brewing success

So what changed in 2015? Coffee buyers and roasters are unanimous in crediting the state government’s decision to hand over charge of coffee development to Nagaland’s Land Resources Department (LRD) that year. The state department implements schemes sponsored by the federal government and the state government, including those promoting coffee.

Unlike in the past, when Nagaland – part of a region that has historically had poor physical connectivity with the rest of India – also had no internet, coffee roasters, buyers and farmers could now build online links with the outside world. “[The] market was not like what it is today,” said Albert Ngullie, the director of the LRD.

The LRD builds nurseries and provides free saplings to farmers, besides supporting farm maintenance. Unlike before, the government is also investing in the post-harvest process by supplying coffee pulpers to farmers, setting up washing stations and curing units in a few districts and recently, supporting entrepreneurs with roastery units.

Among those to benefit is Lichan Humtsoe. He set up his company Ete (which means “ours” in the Lotha Naga dialect) in 2016 after quitting his pen-pushing job in the LRD and was the first in the state to source, serve and supply Naga specialty coffee. Today, Ete runs its own cafes, roasteries and a coffee laboratory, researching the chemical properties of indigenous fruits as flavour notes. Ete also has a coffee school in Nagaland (and a campus in the neighbouring state of Manipur) with a dedicated curriculum and training facilities to foster the next generation of coffee professionals.

Humtsoe said the past decade has shown that the private sector and government in Nagaland have complemented each other in promoting coffee.

Nagaland’s growing coffee story also coincides with an overall increase in India’s exports of coffee beans.

In 2024, India’s coffee exports surpassed $1bn for the first time, with production doubling compared with 2020-21. While more than 70 percent of India’s coffee comes from the southern state of Karnataka, the Coffee Board has been trying to expand cultivation in the Northeast.

Building a coffee culture in Nagaland is no easy feat, given that decades of unrest left the state in want of infrastructure and almost completely reliant on federal funding. Growing up in the 1990s, when military operations against alleged armed groups were frequent and security forces would often barge into homes, day or night, Humtsoe wanted nothing to do with India.

At one point, he stopped speaking Nagamese – a bridge dialect among the state’s 16 tribes and a creole version of the Indian language, Assamese. But he grew disillusioned with the political solution rooted in separatism that armed groups were seeking. And the irony of the state’s dependence on funds from New Delhi hit the now 39-year-old.

Coffee became his own path to self-determination.

“From 2016 onwards, I was more of, ‘How can I inspire India?’”

The quality challenge

Ngullie of the LRD insists that the coffee revolution brewing in Nagaland is also helping the state preserve its forests.

“We don’t do land clearing,” he said, in essence suggesting that coffee was helping the state’s agriculture transition from the traditional slash-and-burn techniques to agroforestry.

The LRD buys seed varieties from the Coffee Board for farmers, and growers make more money than before.

Limakumzak Walling, a 40-year-old farmer, recalled how his late father was one of the first to grow Arabica coffee in 1981 on a two-acre farm on their ancestral land in Mokokchung district’s Khar village. “During my father’s time, they used to cultivate it, but people didn’t find the market,” he said. “It was more of a burden than a bonus.”

Before the Nagaland government took charge of coffee development, the Coffee Board would buy produce from farmers and sell it to buyers or auction it in their headquarters in Bengaluru, Karnataka. But the payments, said Walling, would be made in instalments over a year, sometimes two. Since he took over the farm, and the state department became the nodal agency, payments are not only higher but paid upfront with buyers directly procuring from the farmers.

Still, profits aren’t huge. Walling makes less than 200,000 rupees per annum (roughly $2,300) and like most farmers, is still engaged in jhum cultivation, the traditional slash-and-burn method of farming practised by Indigenous tribes in northeastern hills. With erratic weather patterns and decreasing soil fertility in recent decades, intensified land use in jhum cultivation has been known to lead to further environmental degradation and greenhouse gas emissions, exacerbating climate change.

“Trees are drying up and so is the mountain spring water,” Walling told Al Jazeera, pointing at the evergreen woods where spring leaves were already wilting in March, well before the formal arrival of summer. “Infestation is also a major issue and we don’t use even organic fertilisers because we are scared of spoiling our land,” he added.

And though the state government has set up some washing stations and curing units, many more are needed for these facilities to be accessible to all farmers, said Walling, for them to sustain coffee as a viable crop and secure better prices. “Right now we don’t know the quality. We just harvest it,” he said.

Dipanjali Kemprai, a liaison officer who leads the Coffee Board of India operations in Nagaland, told Al Jazeera that the agency encourages farmers to grow coffee alongside horticultural crops like black pepper to supplement their income. “But intercropping still hasn’t fully taken off,” said Kemprai.

Meanwhile, despite the state’s efforts to promote sustainable agriculture, recent satellite data suggests that shifting cultivation, or jhum, may be rising again.

The future of Naga coffee

Though it is the seventh-largest producer of coffee, India is far behind export-heavy countries like Brazil, Vietnam, Colombia and Italy.

And while the Nagaland government maintains that exports have been steadily growing, entrepreneurs tell a different story. Vivito Yeptho, who co-owns Nagaland Coffee and became the state’s first certified barista in 2018, said that their last export of 15 metric tonnes (MT) was in 2019, to South Africa.

Still, there are other wins to boast of.

In 2024, the state registered its highest-ever production at 48 MT, per state department officials. Yeptho said Nagaland Coffee alone supplies 40 cafes across India, of which 12 are in the Northeast region. And Naga coffee is already making waves internationally, winning silver at the Aurora International Taste Challenge in South Africa in 2022 and then gold in 2023.

“To aim for export, we need to be at least producing 80-100 MT every year,” Yeptho told Al Jazeera.

But before aiming for mass production, entrepreneurs said they still have a long way to go in improving the quality of beans and their post-harvest processing.

With a washing mill and a curing unit in his farm, where he grows both Arabica and Robusta varieties, Yanthan’s Lithanro brand is the only farm-to-cup institution in the state. He believes farmers need to focus on better maintenance of their plantations, to begin with.

“Even today, the attitude is that the plants don’t need to be tended to during the summers and monsoon season before harvest (which starts by November),” Yanthan told Al Jazeera. “But the trees need to be constantly pruned to keep them within a certain height, weeding has to be done and the stems need to be maintained as well.”

Even as these challenges ground Naga farmers and entrepreneurs in reality, their dreams are soaring.

Humtsoe hopes for speciality coffee from Nagaland to soon be GI tagged, like varieties from Coorg, Chikmagalur, Araku Valley and Wayanad in southern India.

He wants good coffee from India to be associated with Nagas, not just Nagaland, he said.

“People of the land must become the brand”.