Indian coffee is soon going to be branded globally under a new look and name --'Coffee Mark.'
The Coffee Board has proposed to use 'Coffee Mark' label to create awareness about 100 per cent pure coffee that India is producing.
Modeled on 'Silk Mark' (certified label supplied by the Silk Board for 100 per cent pure silk products), the Board will supply 'Coffee Mark' roasters to companies who produce 100 per cent pure coffee. At present, the Indian coffee market has been dominated by chicory mixed coffee.
The Board will soon rope an advertising agency to design the 'Coffee Mark' logo.
The Board has also sought a massive promotional fundup to Rs 90 crore--from the Ministry of Commerce and Industry to promote coffee in the domestic market.
If the Central government approves the plan, the Board will launch a nation-wide campaign that will combat chicory. "We hope such a campaign can help significantly increase coffee consumption in the country," a senior official with Coffee Board told Commodity Online.
As per the 'Coffee Mark' plan, the consumers can demand the roasters for 100 per cent pure coffee and avoid taking chicory mixed one.
Officials said the promotional fund would be utilised over a period of five years starting from financial year.
As per the plan, the Board plans to spend Rs 10 crore (Rs 100 million) in the first year for promotional activities, while the remaining Rs 80 crore (Rs 800 million) would be spent in the next four years with each financial year being earmarked Rs 20 crore (Rs 200 million) each.
India produces around 300,000 tonne of coffee and the domestic consumption is only 80,000 tonne a year. But the problem is that a major part of the Indian coffee is mixed with 25,000-30,000 tonne of chicory.
A recent survey by the Coffee Board showed that 79 per cent of coffee drinkers could not differentiate between pure coffee and chickory-mixed coffee.