Indian Coffee Still To Attain Brand Identity In Global Market

• The Indian coffee growers’ search for a brand identity in the global coffee market may remain elusive despite their claims of producing a quality coffee on par with the best in the world. But lovers of Indian coffee could derive some satisfaction from the fact that Indian coffee has a significant presence in each of the 5 million cups of Espresso coffee sold by the global espresso major illycaffe daily through nearly 40,000 restaurants and coffee bars across the world.
• Being part of the illy blend gives an identity for Indian coffee which it has not yet achieved in the global market as a standalone brand, industry experts said. It is not a trivial accomplishment for an Indian grower to be selected by the Italian producer and roaster illycaffe known for its espresso coffee, as one of their suppliers.
• The Italian coffee major has further strengthened their rendezvous with the Indian coffee by introducing the first India Coffee Quality Prize for Espresso. This is a recognition, according to growers, which may bring huge dividend in terms of acceptance in the global market. Indian coffee has got into the illycaffe blend for the past three years and at present the company buys around 3000-3500 tonne per annum from India.
• Speaking to FE, Coffeelab Pvt Ltd CEO Sunalini Menon said, “For growers getting selected in the competition and figuring in illy’s blend, is moving up the quality ladder. Moreover, illy has one unique blend which is sold across the world which makes sure of the Indian presence in every cup.”
• The competition also fetches them premium prices and gives them recognition in the competitive world of coffee. illycaffe has tied up with Coffeelab to manage the execution of evaluation of award as per the strict guidelines prescribed by them.
• The first Indian Coffee Quality Prize saw entries from around 50 coffee growers across the country out of which 10 had been shortlisted recently. The three winners would be announced in October 2003, who would get an award of $10,000, $7000 and $5000, respectively, in addition to be selected as a supplier to illy and getting better price realisation compared to the prevailing international standards. The awards would continue as an annual exercise enabling Indian producers of quality Arabica to be selected as a supplier for illy.
• Regarding the criteria for getting selected, Ms Menon said, “Quality is key word with illy. The cup should be balanced in all the attributes, without even one poignant feature, it should be clean, have a good body, aroma, flavour, little acidity, sweet with very little bitterness, all key attributes for a unique espresso blend.” illycaffe purchases only washed Arabica coffee bean which is either 795 strain or Selection 9 strain. Nil defect count, grade specifications, moisture content and such other factors are also taken into account.
• The competition has resulted in boosting the confidence level of growers and there has been an increased enthusiasm for growing quality coffee, Ms Menon said. According to Mr Devaiah of Allana Sons, one of the major suppliers to illy, and co-ordinator of the competition, the award and participation is very important for growers. “An association with illy means realising better prices for better quality for the growers. For exporters, the relationship is a recognition for quality in the export market. It gives a brand identity to Indian coffee to be part of the illy blend.”
• The 10 short-listed estates and their representatives for the finals are Doddengudda Estate-IJJ Rebello, Thambarekhan estate-M S Lingappa Gowda, Varthully estate-Ramachandran, Hiregudda estate-MD Balakrishnan, Nagambika-A Nanjappa Gowda, Balagudda estate, Kalledevarapura estate-DM Shankar, Classic Coffee-BM Purnesh, Shashidar estate-Mahesh and Gowri estate-Gowri Pandyanathan. Source: financialexpress.com

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