In a bid to draw more people towards domestic coffee blends, the Coffee Board of India - a body that represents coffee growers and the coffee industry in the country - has decided to launch four premium coffees under the ‘India Coffee’ brand. The initiative will also include two affordable coffee varieties, under the brand, launching on Amazon. 

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As more and more international brands make their presence felt in the Indian market, launching as many as four new coffee varieties on a major shopping portal appears to be a promising strategy to expand their reach. The four premium coffee blends include Coorg Arabica Coffee (GI), Chikmagalur Arabica Coffee (GI), and 100% Arabica, said Dr KG Jagadeesha (IAS) - CEO and Secretary of the Coffee Board - on Monday.  In addition to this, a blend of 100% Arabica and Robusta will also be launched under the ‘India Coffee’ brand. And that’s not all, there will also be some affordable coffees for coffee connoisseurs - such as 100% Arabica and a blend of Arabica and Robusta.  

The coffee board is positive that the collaboration with the leading ecommerce website can help boost domestic coffee consumption. Most Indians are unaware that India is home to countless homegrown coffee variants, and of the million workers who work in these coffee plantations and estates to produce coffee that can please all coffee connoisseurs of the country.  

With the looming challenge of international price volatility, the Coffee Board felt the need to strengthen the domestic appeal of home-grown coffees. With coffee consumption in the country on the rise, this association may benefit everyone, from coffee lovers across the country as well as the coffee-producing regions of the country, especially Karnataka.

The country’s coffee exports saw a rise of 90% in April-June 2022 over the same period in FY 2013-14. India is also the seventh largest coffee producer in the world and boasts of seven GI-registered coffees that are exported globally too. About 70% of India’s indigenous coffees are also exported globally, bringing in considerable revenue from across the world, the Coffee Board explained.