The brown sugar shaken espresso seems to be all over Instagram. With my new found love for trying out coffee with milk and things, I definitely wanted to give this a go.
But what is an experiment if i dont make it my own. Thats when i thought of Coconut Sugar!
Coconut Sugar Shaken Espresso
* get yourself one shot of espresso. two if you want a good hit of caffiene.
* match the coffee to the amount of coconut sugar. 1 shot = 1 heaped tb
* the coconut sugar i used is from Divine Foods. i have always loved their paruthi paal. i even made an ABC Coffee with their ABC Malt.
* froth up the coconut sugar and espresso together.
* to a chilled glass, add a large ice and pour in the frothed coffee.
* ta-da
i know i know! it was supposed to be a shaken espresso recipe but trust me, frothing sugar and coffee tastes way better!!
A bit about Divine Foods – The lovely place i got the coconut sugar from
The Divine Foods is an Indian D2C (Direct-to-Consumer) food tech startup founded in 2019 by Kiru Maikkapillai, an engineer with global exposure who chose purpose over a conventional corporate path. The company is headquartered in Attur, Salem district, Tamil Nadu, and was created with a singular vision: to make traditional Indian superfoods accessible, affordable and beneficial for modern consumers, while also creating social impact by supporting farmers and promoting indigenous food traditions.
Origins: From Passion to Purpose
Kiru Maikkapillai’s journey with The Divine Foods began with a personal mission — inspired by the rich legacy of Indian superfoods and the health benefits they offer. Rather than pursuing a lucrative career abroad, Kiru returned to India with a clear goal: to improve farmer incomes and public health simultaneously by building a brand around traditional foods.
His philosophy was simple: “Let food be thy medicine”. This deep-rooted belief shaped the company’s ethos, leading it to focus on simple, natural, health-oriented products rooted in indigenous ingredients like turmeric, moringa and millets — foods long regarded in Indian culture as wholesome and curative.
Bootstrapped Beginnings & Early Growth
The Divine Foods started modestly, with Kiru using personal savings to launch and scale product development and distribution. Initially, the brand focused on turmeric-based offerings, leveraging the spice’s extensive use in Indian households and traditional medicine. Over the first few years, as demand grew, the product portfolio diversified into additional superfoods and categories beyond turmeric.
The company’s early traction was noteworthy; it garnered attention for its authentic product line, commitment to quality, and deeper purpose of preserving traditional nutrition practices — distinguishing it from many mainstream mass-market food brands.
Product Range: Traditional Superfoods for Modern Life
Today, The Divine Foods offers a wide array of products built around traditional superfoods with modern convenience:
Core Superfood Categories
Turmeric-Based Products : Turmeric powder
Moringa (Drumstick Leaf) : Moringa-derived health foods, reflecting its rich nutrient profile.
Millets : Traditional grains emphasized for gut health and sustainable nutrition.
Honey & Natural Sweeteners : Raw and purity-focused honey offerings.
Skincare & Wellness :Infused skincare products tapping into the spice’s antioxidant and soothing properties.
and much more…
Innovations & New Segment Expansions
The brand has also entered the baby nutrition segment with products like Navalac cereal, made from a blend of 9 millets — a wholesome, additive-free option for toddlers that quickly gained attention and went viral on social media.
Other unique offerings include mixes like Paruthi Paal — a low-sugar additive for milk that resonates with health-conscious families — and coconut sugar, a natural alternative sweetener celebrated for lower glycemic index.
Overall, the product strategy focuses on simple, nutritious, clean-label foods that echo traditional Indian dietary wisdom while fitting modern lifestyles.
Funding Journey: TANSEED & Celebrity Backing
Government Support
Before external investment, The Divine Foods received a grant under Tamil Nadu’s seed-funding initiative, TANSEED 4.0, which supports early-stage startups with growth potential.
Investment by Nayanthara & Vignesh Shivan
A pivotal moment in the startup’s story came in 2023, when renowned Tamil film actress Nayanthara, along with her husband, acclaimed director Vignesh Shivan, chose to invest in The Divine Foods. This funding round — for an undisclosed amount — symbolized more than capital; it represented a validation of the brand’s mission and potential for societal impact.
The introduction of these two well-known cultural figures brought widespread visibility, media attention, and a platform to build broader consumer awareness. On social media, Vignesh highlighted their enthusiasm for promoting traditional food systems and bringing native products into modern Indian homes.
The founder expressed that the investment would be channeled into scaling infrastructure, expanding product lines, and enhancing brand presence across India and potentially in international markets.
Recognition, Reach & Market Expansion
The Divine Foods is recognized as one of the “first 100 D2C Challenger brands” with potential to reshape the Indian direct-to-consumer landscape — particularly in the health food and superfoods segment.
The company’s products have found traction beyond India’s borders, shipping to developed markets like the USA, UK, Australia, Singapore and UAE, enabled by e-commerce platforms such as Amazon and direct international distribution channels.
The brand’s growth reflects its growing customer base, reported in some analyses to exceed 25,000+ consumers globally, with strong word-of-mouth and repeat purchases — a notable achievement for a regional startup scaling internationally.
Mission-Driven Impact & Future Prospects
At its core, The Divine Foods is more than a business — it’s a social movement toward healthier eating, reviving traditional foods, and creating economic value for farmers by sourcing quality ingredients and offering fair compensation.
With celebrity backing, government support, and a clear consumer mission, The Divine Foods is positioned for continued growth in the fast-expanding Indian wellness and D2C food market — a space expected to exceed $100 billion by 2025.