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Commerce and Industries Minister, Mr Anand Sharma urged the coffee industry to brand Indian coffees in the overseas markets to spread awareness.
Inaugurating the fourth edition of the India International Coffee Festival (IICF) 2012, Mr Sharma said the industry should look at popularising the India brand of coffees, focussing on specific flavours. He also stressed upon the need to promote coffee cultivation in the non-traditional areas.
The IICF 2012 is organised by the India Coffee Trust, an industry body, in collaboration with the Coffee Board of India to promote consumption. The event also aims to highlight the growth opportunities for growers, roaster and retailers among others. About 400 delegates from both India and abroad including Australia, Germany, USA, Nigeria and the UK are participating in the event.
Coffee Board Chairman, Mr Jawaid Akhtar said coffee has transitioned from being a traditional South Indian beverage to a national drink over the past few years. The Board is actively involved in promoting the beverage in non-traditional markets, he said.
Consumption in non-traditional markets has grown 40 per cent year on year and the northern states have contributed to more than half of it. The growth is attributed to the spurt in out-of-home consumption triggered by rise in café outlets coupled with increasing income levels and urbanisation.
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