The Union ministry of commerce has asked the coffee growing community represented by the United Planters Association of India (Upasi) and Karnataka Planters Association (KPA) to set up a joint group in association with the Coffee Board to work out a strategy for the generic promotion of coffee in both the domestic and international markets. | |
| "The government is committed to the generic promotion of coffee. We have advised the Indian coffee industry to study various aspects of promoting coffee, not just in the domestic market but also globally, as part of our efforts to create wider acceptance for the commodity," said Abhijit Sengupta, additional secretary, ministry of commerce and industry. |
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| Addressing the annual KPA-UPASI conference here on Tuesday, he said that the group should be set up during the 11th Five Year Plan (2008-12) and based on its recommendations, the government will come out with a plan to promote Indian coffee. |
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| The government will provide all the inputs required for setting up the group including logistics and financial help. |
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| He, however, did not spell out the amount to be spent for the generic promotion of coffee. During the 10th Plan period Rs 60 crore was earmarked for promotion and during the next plan period the amount may be raised, he said. |
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| "The promotion of coffee is not the responsibility of the government as demanded. It is the coffee growers who have to initiate the process and we (government) will play the role of a facilitator. We have also advised UPASI to go to Brazil and study their model and design a strategy for Indian coffee promotion," he said. |
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| There is a need to create a brand image for Indian coffee as speciality coffee and also familiarity over coffee growing geographies in India, he stated. |
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| "India contributes about 4-5 per cent of the global coffee output. We have not looked at the issue from a global point of view. Until we make an attempt to promote our product in the international markets, we cannot get better realisation for our growers," he said. |
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