In a pioneering move, the Coffee Board of India has initiated a unique project to bring together participants in the coffee cultivation and marketing sectors, following the successful models of Colombia and Brazil. This collaborative effort involves coffee growers, processors, collectors, sellers, roasters, exporters, and café chain owners joining forces to build a local brand that can rival those from foreign countries.
As part of this initiative, all stakeholders in the country have been invited to contribute their suggestions. The popularity of Brazilian coffee worldwide is attributed to local support and promotion. By first educating people about the significance of coffee consumption within Brazil itself, consumption rates increased significantly. A key aspect of this plan is to replicate this model in India.
“It is a known fact that most people are unaware that India ranks 5th globally in terms of coffee cultivation. Furthermore, its quality is not widely recognized as being on par with Colombia or Brazil. In both these nations, locals are well-informed about the value and importance of coffee production. Consequently, they have achieved global recognition for their products,” said Dr. KG Jagadish, CEO of the Coffee Board.
The executive further emphasized that solely relying on the Coffee Board would not bring about substantial change in terms of crop quality and sales; instead, it requires collaboration from all stakeholders involved to effectively promote Indian coffee and related products both domestically and internationally.
“Brazil’s world-renowned status within the industry was established by implementing a Mark of Quality concept for their coffees. Similarly, here too there should be an emphasis on promoting high-quality produce,” Jagadish added.
During an initial meeting among stakeholders held recently, several ideas were proposed regarding coffee cultivation and marketing strategies. All participants will soon provide their opinions and ideas while working together towards achieving these goals.
Jagadish expressed optimism that these collective efforts would lead to a new beginning for the Indian coffee industry.