Today we’d like to introduce you to Vijay Thangaraj.
Hi Vijay, so excited to have you with us today. What can you tell us about your story?
Being in the staffing industry for more than 17 years, I had the privilege of supporting customers by putting more people to work — something that truly defined my career and allowed me to accomplish so much.
My journey started as an immigrant and eventually led to becoming a U.S. citizen. Along the way, there came a moment when I had to pause and reflect — What have I built? What am I chasing? What truly matters?
That reflection sparked a new direction — our family’s legacy: Coffee.
What began as curiosity quickly turned into passion. Through Victory Java, our family coffee sourcing and trading company, I found a way to take that legacy forward by importing coffee directly from our farm and partner estates in South India and supplying high-quality Indian green coffee to roasters across the U.S.
Promoting Indian specialty coffee came with its own set of challenges. At one point, our warehouse was fully stocked with over 40 tonnes of coffee, and the task ahead was to build trust, create awareness, and find customers — one roaster at a time.
Nearly two years later, I’m grateful to say that Victory Java now supplies over 75 roasters nationwide. This journey has been incredibly fulfilling — fueled by hard work, resilience, and determination.
Recently, we took another exciting step forward by launching our retail coffee brand — now available on Amazon and at shop.victoryjava.com — completing the full bean-to-cup experience.
One thing I’ve learned:
Do what brings meaning to your life — the rest will follow.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Like any business journey, ours has not been completely smooth. While we had prior business experience and knew that success would take time, patience, and consistent effort, we still faced several challenges along the way — and we approached them one step at a time.
1. Understanding the market perception of Indian coffee
We spent significant time researching why Indian coffee, despite India being the 7th largest coffee-producing country in the world, has not gained the same level of recognition and popularity as coffees from many European and Latin American origins. Understanding this gap was critical before entering the market.
2. Ensuring consistent quality and cupping excellence
Quality was our top priority. We invested considerable time evaluating coffees, working closely with Q-graders and industry professionals to assess cup profiles, consistency, and overall standards. After extensive testing and refinement, we became confident that Indian coffee has strong potential in the U.S. specialty and commercial markets.
3. Identifying the right sales channels and learning the trade
Finding the right route to market was another major challenge. We explored multiple channels — including specialty importers, traders, roasters, and wholesalers — and invested time in understanding each segment. This hands-on approach helped us gain deep insight into how the industry operates and where Indian coffee fits best.
Overall, the journey required patience, persistence, and constant learning. While the road was challenging, it reinforced our belief in the untapped potential of Indian coffee and strengthened our commitment to building a sustainable and high-quality coffee business.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Victory Java is a vertically integrated coffee company specializing in green coffee sourcing, importing, and roasted coffee distribution, with deep roots at origin and a strong focus on quality, transparency, and long-term partnerships.
Our journey began over three generations ago, in 1965, on our family coffee estates near the Palani Hills of Southern India. What started as farming evolved into a global coffee venture, connecting Indian coffee producers directly with roasters, importers, and consumers across the United States.
Today, Victory Java operates across three key segments:
Green Coffee Sourcing & Importing (Wholesale & B2B)
We source traceable, high-quality Arabica and Robusta coffees directly from estates and smallholder farmers across South India. Our focus is on consistent cup quality, ethical sourcing, and reliable supply chains, serving:
Specialty coffee roasters
Importers and traders
Commercial and bulk buyers
Roasted Coffee Brand (D2C & Amazon)
Through our consumer brand, we bring single-origin Indian coffees to U.S. customers via Amazon and direct-to-consumer channels. Our roasted coffees highlight the unique terroirs of India, offering clean, balanced, and distinctive cup profiles rarely found in mainstream retail.
Consistent quality
Reliable logistics
Competitive pricing
Direct-from-origin sourcing
We are known for bridging the gap between Indian coffee producers and the U.S. market, making Indian coffee more accessible, transparent, and commercially viable for specialty and commercial buyers.
We want readers to know that Victory Java stands for trust, transparency, and quality.
If we knew you growing up, how would we have described you?
Coming from a family deeply rooted in agriculture and business, I was exposed early on to the realities of farming, trade, and hard work. This shaped my mindset to be practical, disciplined, and resilient.
I was always interested in understanding how things work — especially businesses, markets, and systems. Even as a student, I enjoyed learning about trade, logistics, and problem-solving.
Spending time on our family coffee estates also played a big role in shaping my outlook. It taught me patience, responsibility, and respect for the effort behind every product.
Personality-wise, I have always been calm, focused, and persistent. I believe in steady progress rather than quick wins — taking one step at a time, learning continuously, and adapting along the way. I’m naturally driven, but I balance that with thoughtfulness and long-term thinking.
Overall, my upbringing instilled in me a strong foundation of discipline, curiosity, integrity, and resilience, which continues to guide how I build businesses and relationships today.
Contact Info:
- Website: www.shop.victoryjava.com and https://www.victoryjava.com
- Instagram: https://www.instagram.com/victory.java.coffee/
- Facebook: https://www.facebook.com/profile.php/?id=61575618175718
