The Hindu Business Line : Scope to reach more

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Bangalore Feb. 25 Coffee occupies the third slot after tea and milk in the domestic market. Non-drinkers and occasional coffee drinkers, who account for 78 per cent of the country's populace, are the prime target for the Coffee Board and retail chains for promoting consumption.

Presenting details of a study done by Gallup and Coffee Board, the Deputy Director (Market Research), Mr S. Radhakrishnan, said the top of mind recall for tea in the country was at 66 per cent as against 22 per cent for coffee. Speaking on "Opportunities for coffee retailing in India," Mr Radhakrishnan said the country's coffee consumption topped 85,000 tonnes in 2006.

Though coffee has been in a commanding position in the southern States and eastern part of India, tea also has an equal share. "There is a great scope for increasing coffee consumption amongst occasional drinkers and non-drinkers, Mr Radhakrishan said.

The Alliance Coffee Chief Operating Officer, Mr Sarajit Jha said that coffee has to compete with other beverages to get its share of throat. "We have to target younger consumer, and come with new and appealing patterns. Coffee can be easily associated with wellness, health and youth. The market potential is $100 million and we have to make use of it."