Assagao’s calm hides a new kind of magic, where coffee becomes a journey. The Goan explores Unseen Assagao, a place where flavour, craft, and community meet in every sip
There’s a quiet rhythm to Assagao, the kind that hums through banyan leaves, curls with the morning mist, and lingers in the scent of red earth after rain. Amid this calm, 'Unseen Assagao' rises not as a hotel, but as an idea, a living, breathing ode to coffee.
A story brewed in passion
Dreamed up by Coffee Culture founder Gaurav Narang, this space feels less like an establishment and more like a story unfolding, one that blends craftsmanship, community, and curiosity in equal measure. It’s where coffee ceases to be a beverage and becomes an experience, deeply rooted in Goan soil yet reaching out to the world.
Expansion to intention
After two decades of building Coffee Culture into a brand with 34 outlets across 22 cities, Narang wanted to slow down and go deeper. “We saw a big gap when it came to Indian and international coffees,” he says. “International coffees are often expensive and inaccessible, so we decided to roast them ourselves, to make those phenomenal coffees more approachable.”
Why Goa, why Assagao
That idea led him to Goa. “Goa is a global village,” Narang explains. “It gives us the perfect mix of international feedback and a community-driven market. When we chose Assagao, we didn’t want to stand out; we wanted to belong.” The team quite literally blended into the village by using Assagao’s own red soil to shape the property. “We wanted to be rooted in the community and culture, not apart from it,” he adds. That’s how the name 'Unseen Assagao' came to life.
One vision
The space brings together three distinct yet connected ideas: the boutique hotel 'Unseen Assagao', the core brand 'Coffee Culture', and a coffee cocktail bar called 'Uncultured'. Each reflects a different expression of Narang’s larger vision to take India’s coffee story to the next level.
A family-brewed enterprise
The venture, like the brand itself, is a family affair. Gaurav’s brother Dipanshu manages operations, while his wife Divya leads marketing. “Coffee Culture has always been a family story,” Narang smiles. “It’s grown with us, and now, with Unseen Assagao, we’re giving it a home that truly represents what coffee means to us.”
The minds behind the brew
Their team of ‘Coffee Culture’ includes some of India’s finest coffee minds, Rishikesh Mohite, India’s reigning Barista Champion and Head Roaster, Vivek Mishra, National Barista, and AJ, the in-house coffee curator and storyteller who brings Omakase to life.
The Omakase experience
At 'Unseen Roastery', the signature Omakase experience unfolds like a quiet story told through coffee, a sensory journey from dawn to dusk, aptly titled 'Whispers of Assagao'.
This week’s journey, skilfully crafted by Rishikesh, opened with 'When the Earth Breathes', a Panama Don Eliudaro from Savage Coffee paired with chocolate mousse, blueberry gel, and lemon zest; a floral, honeyed awakening that feels like sunlight filtering through leaves..
The second course, 'In the Shade of Time', brings a Colombian IPA from Campo Hermosa Farms alongside lemon and thyme shortbread glazed with hops, a midday moment alive with fruit, ferment, and the lazy hum of banyan-shaded air.
The finale, 'The Unseen Hour', is a Ratnagiri rum barrel–aged coffee shaken with condensed and fresh milk, a dark, indulgent blend of chocolate, oak, and molasses that captures the hush of Assagao’s night.
It’s an experience that speaks softly yet lingers deeply, a reminder that, as the roastery’s philosophy suggests, for those who listen, even silence tastes different.
Coffee and comfort
Coffee Culture’s menu reads like an invitation to slow down. The coffee selection spans from timeless espresso-based drinks and cold brews to hand-crafted slow-bar pours and inventive creations like the Mont Blanc with mascarpone foam, Yuzu Coffee Tonic, and rich affogatos. For those who prefer something beyond coffee, there’s matcha, artisanal cacao, and floral iced teas, each crafted with the same care.
Food with heart
On the food side, it leans into vibrant, all-day dining, farm-fresh toasts layered with ricotta, avocado, or pesto, smoothie and quinoa bowls, hearty sandwiches and burgers, Mediterranean-inspired mezze, and gourmet pizzas. The menu balances wholesome, vegan-friendly choices with indulgent brunch staples like French toast and Turkish cilbir, staying true to the brand’s philosophy of comfort with craft.
Baking Goan stories
Soon, the on-site bakehouse will add another layer: Goan-inspired bakes that echo the same sense of place and heart. “We’re experimenting with flavours that tell Goan stories,” Narang says. “It’s about taking something traditional and making it part of our modern coffee narrative.”
More than a cup
What 'Unseen Assagao' really does is remind you that coffee can be more than a beverage. It can be a bridge, between people, places, and moments, grounded in authenticity, shared over a cup that feels just right.
