Govt mulls branding Indian arabica coffee

Ministry willing to commit resources, expertise for purpose; discusses proposal with Coffee Board

The Ministry of Commerce and Industry is considering creating an Indian mild arabica coffee brand for the promotion of arabica coffee in international markets. It had discussed the idea with the Coffee Board and was coming out with a brand initiative under the public-private partnership (PPP) model, said a senior ministry official.

“We don't want Arabica coffee to die out because of the impact it has on the environment of the Western Ghats. The Indian mild arabica coffee is very highly priced. The only way to get better prices for our coffee is to brand it, package it and promote it in foreign markets,” said J S Deepak, additional secretary in the commerce ministry. Addressing the 120th annual conference of the United Planters' Association of Southern India (Upasi) here on Tuesday, he said, “The ministry is willing to commit resources and expertise required for promoting an Indian mild Arabica brand.”

Planters participating at the conference feel the move is significant, owing to the dwindling acreage and production of arabica coffee in India. For 2013-14, production was estimated to decline to about 80,000 tonnes from 98,600 tonnes in 2012-13, said Nishant R Gurjer, chairman of the Karnataka Planters' Association. Gurjer said the move to create an Indian brand for arabica would go a long way in preserving and promoting arabica coffee.

Deepak said the government was concerned about the white stem borer attack on arabica gardens and a solution to this would be found by the Coffee Research Institute soon. On Upasi’s demand for reconstituting commodity boards (coffee and spices), Deepak said the proposal was in the final stages and the new boards would be announced very soon. “The ministry has taken the suggestion of Upasi for including members of plantation associations on the new boards and it would make necessary changes in the new boards,” he said.

He assured the plantation sector the ministry would provide all help, including the help from Indian Brand Equity Foundation, for branding of Indian spices. On the delay in approving 12th Plan schemes for various commodities, he said the proposals were pending with the finance ministry. He expressed hope these would be approved by the end of September. "It is a matter of great concern for us. Most of the subsidy schemes will be continued in the 12th Plan," he added.