Saga of a coffee baron Siddhartha Hegde's brewing success and failure


Bengaluru, Jul 31 (IANS): The dramatic disappearance of India's coffee baron V G  Siddhartha under mysterious circumstances on Monday night and the subsequent discovery of his body in the backwaters of Netravathi river near Karnataka's Mangaluru coast on early Wednesday have sent shock waves in the corporate world, as he was an expert in brewing an empire, which ironically took a toll on his life at the age of 60.

Though Siddhartha was well-connected with the who's who of India Inc and the political class by virtue of being the elder son-in-law of senior BJP leader S M Krishna in the southern state, his meteoric rise as a smart and ambitious entrepreneur was fraught with inherent risks, as was evident from a note he purportedly wrote to his company board on July 27, listing the reasons for his failure as a "successful businessman".

From dabbling in shares, investments and securities as a management trainee/intern at JM Financial Ltd, which is now JM Morgan Stanley, in then Bombay over three decades ago to brewing Asia's biggest coffee estate in the southern state and sewing the country's largest retail chain of 1,752 Cafe Coffee Day (CCD) outlets across 243 cities, Siddhartha's life turned full circle till 'karma' or nemesis caught up with him so much that it forced him to give up his life.

"I am solely responsible for all mistakes. Every financial transaction is my responsibility. My team, auditors and senior management are totally unaware of all my transactions. The law should hold me, and only me accountable, as I have withheld this information from everybody including my family," read the letter Siddhartha wrote on July 27, which he kept in his drawer.

It is matter of investigation to find out how the note came to light on Tuesday morning, 12 hours after Siddhartha went missing on Monday night 360 km away from his Bengaluru office, and how it remained unknown and unseen till he suddenly disappeared.

Though the state police has set up an investigation team to ascertain what drove Siddhartha to commit suicide in a dramatic manner, only a forensic audit of his personal accounts and company books will reveal the mistakes he claimed to have made and the transactions his team, auditors and senior management were unaware of.

"What all information he withheld from everybody, including his family, needs to be investigated from the transactions he made and the money he borrowed, as they have resulted in a cumulative debt of a whopping Rs 8,500 crore, which turned out to be a millstone around his neck he could no longer hold or bear," a city-based financial expert told IANS on Wednesday on the condition of anonymity.

With the company's board of directors confirming that the note and Siddhartha's signature were authentic after the Income Tax department claimed that it was different from his signatures in the annual reports, an independent inquiry by the concerned authority alone will bring out the facts or circumstances that drove Siddhartha to take his life the way he did.

"My intention was never to cheat or mislead anybody, I have failed as an entrepreneur. This is my sincere submission, I hope someday you will understand, forgive and pardon me," said Siddhartha, sounding apologetic for the omissions and commissions that ended his life.

"As Siddhartha had calculated and claimed that the total value of the company's assets outweighed the liabilities, what could have driven him to commit suicide? Blackmail by those whom he still owed a lot like a private equity partner he did not name or more harassment by the tax authorities or fear of law catching up with him finally," wondered the expert, who is the auditor for a few corporates in the city.

Son of a coffee estate owner, Siddhartha launched CCD two decades ago and created a global brand even before Starbucks forayed into India by expanding it into a retail chain that increased the consumption of coffee in variety of flavours and brews through 1,752 outlets, 31,000 vending machines and 12,000 corporate accounts.

"It is Siddhartha's innovative style of promoting coffee that made the brew popular across the country and dispelled the myth that coffee was consumed only in south India, unlike tea which is a pan-India drink," a coffee trader told IANS.

Diversifying into new areas of business such as information technology (IT), real estate and other rewarding verticals, Siddhartha floated a stock broking firm (Sivan Securities) in the mid-1990s and renamed it as Global Technology Ventures in 2000 before he entered into retailing coffee, sourcing the beans from the sprawling 12,000 acres of his ABC Trading firm coffee estates in the state's coffee-growing districts of Chikkamagaluru, Hassan and Kodagu.

According to a Forbes report, Siddhartha was valued at $1.15 billion.

In the draft prospectus for raising funds through an initial public offering (IPO), Siddhartha disclosed that his family has been in the coffee-growing business for over a century and that the group had invested in diverse portfolios -- coffee retailing, logistics, technology parks (SEZ and STP schemes), financial services and investments in technology and software firms.

A post-graduate (MCA) in computers from the Mangalore University and a graduate in arts from Mysore University, Siddhartha had set up Coffee Day Global Ltd in 1993 to export coffee beans before foraying into retailing in different formats across the country.

Siddhartha's wife Malavika Hegde, the elder daughter of S M. Krishna and a non-executive director in the company, has domain expertise in coffee growing, procurement, processing, exporting and retailing. She has also been operating the company's hospitality business and the Yelnoorkhan Estate in Chikkamagaluru, about 250 km northwest of Bengaluru.

  

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Comment on this article

  • flavian dsouza, chik/bengaluru

    Thu, Aug 01 2019

    Hats off to this great person . Coffee day taught , trained and employed more then 50k people
    Very unfortunate that he sacrified for a cause inhis journey to create employment for others he lost his won battle

    DisAgree Agree [12] Reply Report Abuse

  • Santan Mascarenhas, Kinnigoli/Mumbai

    Thu, Aug 01 2019

    RIP, Mr Siddhartha Hegde
    Presently, we are going through an economic phase, where day by day, we see failure of many companies. Rs 35000 cr worth of four wheelers, 17500 cr worth of 2 wheelers of Tata, Honda, Maruthi and Mahindra are unsold and they are curtailing production. Many companies of housing and construction are on the verge of bankruptcy.
    At this juncture, we have to remain out of housing bubble, shares that are outside Sensex and Nifty.
    Do not invest in fixed deposits of companies and in banks that are vulnerable. A piece of advice to our gulf people, please try to control the expenses of your family in India.

    DisAgree Agree [17] Reply Report Abuse

  • sri_elder, Karkala

    Thu, Aug 01 2019

    May his soul rest in peace...
    Please understand the risks associated with private lenders unlike nationalized banks.
    I think there was some work around for his financial problem... but it is now too late... He did not apply his mind to live longer instead he terminated his own life... very sad ending...RIP

    DisAgree Agree [5] Reply Report Abuse

  • Jossey Saldanha, Nashville

    Thu, Aug 01 2019

    Blame it all on Demonitization 😥😥😥

    DisAgree [9] Agree [10] Reply Report Abuse

  • Prashant Karkera, Hejamady/Mumbai

    Thu, Aug 01 2019

    Siddartha was not running 'Mutka' business ....

    DisAgree [3] Agree [4] Reply Report Abuse

  • Ronald D, Udupi

    Thu, Aug 01 2019

    Matka or no matka... with most business houses story is no different. Small and medium business or petty contractors...all are struggling. Bhaktas are yet to feel the heat I guess! Reality will bite very soon!

    DisAgree [3] Agree Reply Report Abuse

  • Rita, Germany

    Thu, Aug 01 2019

    Sad it came just different from what all expected.One should always calculate,where there is a lot of business and famous names,there are also lot of people who are jealous ,and play bad game from behind.Mysterious deaths ,bankrott are the results.Best is people should inform their family ,about any problems in personal or company exists.Not keep secret.That leads to probles later .Together with family one can always talkout and solve anything.Thats far better than later suecide.May his soul rest in peace.It is mysterious that he had lost lots of money.

    DisAgree Agree [3] Reply Report Abuse

  • ad, mangaluru

    Thu, Aug 01 2019

    Coffee time on a coffee day. You are honest human being. Running a business with honesty is a mountain to climb without oxygen. You are true to the core. You will be remembered . Yes ,You succeeded but the government and the unfair system took your life. You are not to be blamed. Blame lies purely with government of India and now under Modi.

    Made in India is a failure. Good bye India is success.

    May you have peace Mr. Siddhartha.

    DisAgree Agree [6] Reply Report Abuse

  • Rathan, Mangalore

    Thu, Aug 01 2019

    Ad
    Just see Infy, wipro, TCS, Tata steel, M&M, Godrej, ACC , ultratech, RIL r all Maje In India or Made in India story.
    Just because o e gentleman failed because of his murky dealings with the politicians don't blame the system. See King Fisher, jet Airways all failed due to murky dealings of founder with cunning politicians.
    When SM K joined BJP all chaddiless said to save son in law he has joined BJP. Now the same chaddiless praise the same son in law and blame MODI
    What a change of opinion

    DisAgree [3] Agree [2] Reply Report Abuse

  • mohan, Mangalore

    Wed, Jul 31 2019

    Billionaire.... and lots if property could not save his life.... and could not live in peacefully.....niether die peacefully...... it's tells much more about people who are greedy and more ambitious to make more money and more richness....
    But God gave him good brain to use good way any way he provided job for thousands of people God may forgive him..

    DisAgree [1] Agree [4] Reply Report Abuse

  • Nigar, Kotekaar

    Wed, Jul 31 2019

    Looks like this man invested heavily on stock exchange due to his previous experience and incurred much loss. After all investing in stock exchange is just gambling. More of companies shares crumbled much....investors are in desperate condition.

    DisAgree Agree [3] Reply Report Abuse

  • Joe Britto, Nakre/Bangalore

    Wed, Jul 31 2019

    Cafe Coffee Day's tagline is "A lot can happen over coffee" ---
    Unfortunately for Mr Siddhartha, a lot _did_ happen over coffee. 😞

    Thank you, Sir, for introducing the cafe culture to India. Because of your cafes, so many youngsters had a place to hang out, to laugh over some great cold coffee and hot sandwiches and in the process, find their best friends and soulmates. Because of you, Sir, India got to experience its own homegrown version of Starbucks. Because of you, Sir, thousands got a chance at employment; they got to earn money over the sweet smell of caffeine. Because of you, Sir, coffee became the code-word for "cool" and anything under the sun could be discussed over a hot cuppa. ☕

    Cafe Coffee Day isn't just a place; it's a feeling. It's a place to chill and do nothing and watch the world go by. It's an emotional charging dock. 🔌

    Rest in peace, Mr Siddhartha...
    You're gone too soon and your untimely loss has left a bitter taste in our hearts and mouth -- which even the best Whipped Cream Frappe cannot set right this time. 😟

    And for the record, you didn't fail, Sir. The damn system failed you -- and we're really sorry. 😔I'm

    DisAgree [1] Agree [103] Reply Report Abuse

  • Nigar, Kotekaar

    Wed, Jul 31 2019

    On what basis should recover loan for about Rs.9000 crores from failed entrepreneur. Did IDBI Bank who had given loan of around Rs.4000 crores exists now. How government can bail out just an retail outlet whose profit is not much but expense is more.

    DisAgree [1] Agree [4] Reply Report Abuse

  • Sunil Pinto, Dubai/ Udupi

    Thu, Aug 01 2019

    Thanks to his business venture, I met my wife for the first time on a pre-arranged date at one of his Coffee Cafe Day, like so many other couples. You did good in this world and gave employment for so many youngsters. Somewhere it went wrong for you and you decided to do the ultimate. RIP sir. You are in a better place now.

    DisAgree Agree [7] Reply Report Abuse


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Title: Saga of a coffee baron Siddhartha Hegde's brewing success and failure



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