Concerted efforts are needed for coffee consumption to increase in northern India, said Hameed Haq, Managing Director, Tata Coffee, principal sponsor of the India International Coffee Festival (IICF).

“Thrust should be there to take coffee consumption from the South to North of India,” he said.

“We have taken new direction under India Coffee Trust to bring focus to the domestic consumption in India, which is low by any standards and, therefore, are trying to focus on North India which is a huge market to explore,” he said.

The fifth edition of the India International Coffee Festival (IICF) will be held in Bangalore at Lalit Ashok during January 21-25.

The Coffee Board and India Coffee Trust held its fourth edition of the IICF at New Delhi in 2012.

It was the first event outside Bangalore to give a wider exposure among the coffee drinkers in non-traditional areas such as Delhi to boost coffee consumption. “The event was taken to Delhi at the risk of adventuring in unknown waters but the resultsurprised us as we were greatly satisfied with the event.

It was a grand success by any standards,” said Jawaid Akthar, Coffee Board Chairman.

Now the steering committee of the IICF has decided that ideally the event should be alternated between Bangalore, the headquarters of coffee, and another destination preferably a consuming destination in the south.

FOCUS ON ENVIRONMENT

In addition to domestic consumption, the IICF is also to focus on environment.

“We as coffee growers have to keep in mind the changing demand on the environment. Globally, there is a lot more consciousness on coffee and the environment and during this festival, we will try and cover it all,” said Haq.

Haq further said the IICF started in 2002 and has evolved into a very mature international event and is being held at a right opportune time. Especially at a time when global coffee majors are eyeing Indian market.

NEW DIMENSIONS

“The coffee festivals are the right place to showcase Indian coffee globally; this festival has evolved over a period of time and taken certain new dimensions,” he explained.

IICF is also laying emphasis on quality.

“Of course, quality remains the benchmark and will be the differentiator to get us the premium in the world coffee market.

SMALL GROWERS

It is important to note that 95 per cent of coffee produced in the country is by small growers.

Corporates are very small, Tata Coffee being one of them,” said Haq.

FOCUS ON COORG

“We are hoping to extend our learning initially to the growers in Kodagu (Coorg) which forms a large part of the production base through the coffee trail, conference and workshops,” he added.

source: http://www.thehindubusinessline.com / Business Line / Home> Industry> Agri-Biz / by The Hindu Bureau anil.u@thehindu.co.in / Bangalore – October 16th, 2013