Coffee Board brewing a tangy marketing strategy

In addition to being one of the significant coffee exporters in the world, the Indian coffee industry is now gaining currency among reputed global roasters. Coffee majors such as Illy Cafe and Starbucks are increasing their sourcing from India for their numerous blends.

The enthusiastic response to Indian coffee is being witnessed particularly from EU countries and this may lead to more companies queuing up to source from India.

With this trend on the upswing, the Coffee Board has stepped up its efforts to keep the India brand afloat by holding 'Fine Cup Awards - Flavour of India' in different global coffee markets.

"The purpose of conducting the annual competition is to promote the development of special and speciality coffees for which India has a terrific potential given the variety of coffees grown in several regions with distinctive agro-climatic conditions," said Lakshmi Venkatachalam, chairperson Coffee Board.

The board thus far has held four such competitions "" the first one in Bangalore held in February 2002, second held in Boston in April 2003, third in Trieste, Italy in June 2004 and the fourth in Seattle in April 2005.

"The purpose of conducting 'Fine Cup Awards - Flavour of India' is to showcase Indian Coffee in the international arena since the jury comprises coffee tasters and roasters from all over the world," said M H Ashraf, managing director, Tata Coffee.

"With these competitions, there has certainly been a spurt in sales of Indian coffee. More and more reputed roasters have begun to accept Indian coffee for their blends," he added.

At the recently concluded competition at Seattle in the US, 42 coffee categories were placed for appraisal by the international jury.

"The number of entries for the competition this year was over 200. This shows the continued interest of coffee growers taking part in the competition to promote their coffee personally," said a senior Coffee Board official.

"All coffee connoisseurs visiting the SCAA annual conference and exhibition at Seattle, US had an opportunity to taste the prize winning coffees at the Coffee Board pavilion," he added.

For the second time in successive years, the best Arabica coffee in the country came from Tamil Nadu "" Anamalais region. Also noteworthy was that Robusta Kaapi Royale for the first time topped the speciality coffee entries.

In previous years the fine cup for speciality had been bagged by Mysore Nuggets Extra Bold (an Arabica coffee) or certified organic Arabica coffee.

The following coffees won honours at Seattle. Fine Cup Award: (Arabica) Plenty Valley Estate, Anamalais (Robusta) "" Kelagur Coffee Estate, Javali, Chikmagalur, Speciality Coffee "" Palthope Estate, Kutta, Coorg.

Other category winners were: Best Mysore Nuggets Extra "" Merthikhan Estate, Tata Coffee, Coorg. Best Robusta Kaapi Royale "" Palthope Estate, Kutta, Coorg. Best Monsooned Coffee "" Aspinwall and Company, Mangalore.

Best Organic Arabica "" Seetharangundu Estate, Nelliampathy, Kerala. Best Organic Robusta "" Devaracadoo Estate, Thithimathi, Tata Coffee, Coorg, Best Arabica Cherry "" Badnekhan Estate, Barsikatte. Best Robusta Cherry "" Chenekal Estate, Chikmagalur.

Region wise coffees: Yelnoorkhan Estate (Baba Budan Giris), M S Estate (Chikmagalur), Pampadumpara estate (Travancore), J K Estate (Sheveroys), Jumboor Estate (Coorg), Padebayalu Estate (Araku Valley), Kelagur Coffee (Manjarabad), Devon Estate (Robusta from Chikmagalur) and Choudikadu Estate (Robusta from Coorg).

At the competition, coffees from eight regions out of the 13 geographically distinct coffee growing regions of the country reached the final round, indicating the variety of high quality coffee coming from different regions and estates around the country.