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Vishwanath Kulkarni

Bangalore , Aug 1

THE Coffee Board proposes to brew a fresh campaign soon to boost domestic consumption of the commodity, which is almost stagnant at 60,000 tonnes per annum.

"We expect to finalise a new campaign for domestic promotion in a couple of months," said the Coffee Board Chairman, Mr G.V. Krishna Rau, adding that the initial impetus this year would be on boosting consumption in the traditional consuming areas of the southern States.

"There is already a base in the traditional coffee consuming areas, where the consumption has not gone up despite an increase in the population, the market and affordability among others. It is in these areas we see scope for boosting consumption, which would also result in the required volume growth," Mr Rau said. "Simultaneously, we also plan to tap the newer and non-traditional areas," he added.

Over the last three years, the focus of the Board's promotional activities has been to create awareness about the Indian coffees in the overseas market. The Coffee Board, Mr Rau said, had held two rounds of discussions with Lowe Personal, a Lintas Group company that created a campaign in 2002 to project the Indian coffees overseas, to create a new campaign for the domestic market. The campaign would be launched after receiving the Government approvals over the next few months, he said.

"Coffee needs promotion in the domestic market in a similar way as tea is promoted," Mr Rau said. Though the recent spread of the coffee-shop culture throughout major cities is said to be boosting consumption, the volume offtake of these chains is relatively small.

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