Jawa Yezdi Motorcycles continues to enhance brand loyalty with a homecoming ride in Coorg, a region celebrated for its coffee. The company revived its renowned Jawa Yezdi Nomads riding initiative and introduced the single-origin gourmet ‘Yezdi Coffee’ in collaboration with Levista Coffee at their SLN Coffee estate. Since reintroducing the iconic Jawa and Yezdi brands to the mid-size segment in 2018 with performance classic motorcycles, Jawa Yezdi has prioritized building communities and subcultures based on shared values, driven by authentic user experiences that foster lasting brand loyalty. The 2025 Jawa Yezdi Nomads Brewscape, titled ‘Roots to Routes’, provided an immersive riding experience featuring the newly launched Yezdi Roadster.
This journey began in Mysore, where Ideal Jawa originated, and concluded in Madikeri, Coorg, known for India’s finest coffee varieties. Participants, including national media, enthusiasts, and motorcycling professionals, experienced the 2025 Yezdi Roadster firsthand, highlighting the significant connection between heritage, community, and coffee cultures. Anupam Thareja, Co-founder of Classic Legends, remarked, ‘In motorcycling, building an iconic brand goes beyond creating exceptional machines. Our 2018 journey began with timeless classics and authentic stories that manufactured narratives can’t replicate. Nostalgia opened doors, but true brand love developed through our customers’ riding experiences.’ He emphasized that initiatives like the Nomads rides in Ladakh and partnerships with various forces have shaped their path.
The launch of both Nomads 2025 and Yezdi Coffee reflects their innovative direction. Yezdi Coffee, developed with Levista’s expertise, seamlessly merges motorcycling with coffee, linking exploration with indulgence. The special edition Yezdi x Levista coffee pack features two varieties crafted to showcase Coorg’s rich coffee heritage. One is a 100 percent Arabica, single-origin brew from Mysore Nuggets Extra Bold, cultivated at 1000 meters above sea level. This medium roast Chandragiri varietal presents a rich flavor profile of smooth chocolate, toasted nuts, caramel, and hints of citrus and earthy spices. The second variety blends top-grade Robusta and Arabica beans, offering a medium roast soluble coffee with a rich, aromatic flavor and a silky smooth texture.
Together, Yezdi x Levista coffee offers an unparalleled experience for motorcycling enthusiasts who appreciate rich and indulgent coffee. The introductory price for the special edition Levista x Yezdi Coffee pack is Rs. 1,999, available for prebooking on www.jawayezdimotorcycles.com. The Nomads program has grown since its inception, featuring rides like the Ibex Trail in Ladakh (2019) and signature events such as the Taktsang Trail in Northeast India and Punjab Da Tor, which highlight local culture alongside regular ‘Trail Attack’ off-road training sessions. This initiative embodies journey, camaraderie, and local immersion, celebrating motorcycling as a lifestyle. The company actively participates in rock and jazz music festivals, street art, and surfing, firmly establishing its presence in various subcultures across India.
These engagements reflect its adventurous, nonconformist spirit while promoting riding camaraderie. Its community initiatives and partnerships with the Army in Ladakh reinforce its commitment to courage and exploration. As a promoter of motorcycling as a lifestyle, Jawa Yezdi Motorcycles is focused on creating more such connections and delivering meaningful experiences for its riders.