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Madikeri, Oct 14: The name 'Coorg' itself acts as a brand. The very mention of Coorg brings to mind coffee, soldiers, sports, honey, and oranges. Among these, coffee holds a prominent place; however, a question arises: will this brand value endure in the future? Addressing this, Dinesh M.J., Chairman of the Coffee Board of India, urged the youth to turn towards coffee cultivation and the coffee industry to help preserve this brand value.

Speaking after inaugurating the 'Coffee Dasara' event held today at the Gandhi Maidan in Madikeri, he noted that if the value of a renowned brand declines, it is extremely difficult to restore it. He expressed his hope that the youth of Kodagu—a region celebrated for its sports, martial tradition, honey, and oranges, and most notably for its coffee—would increasingly engage in coffee cultivation and the coffee industry.

He pointed out that 'Coorg Arabica' coffee holds a 'GI' (Geographical Indication) tag, which has earned it global recognition. He advised growers to make the best possible use of this distinction. Furthermore, he noted that while coffee currently commands a good price in the market, growers should always be prepared for price fluctuations. Brazil, renowned for its coffee, has increased its production by 17%. Vietnam, too, may soon boost its output. Such developments could deal a blow to the Indian coffee sector, making it inevitable for growers to worry about the future. Growers should exchange ideas with one another and learn about new technologies applicable to coffee cultivation. With the collaboration of the KPA (Karnataka Planters' Association) and CPA (Coorg Planters' Association), growers should aim to increase their coffee production volumes. The Coffee Board is working towards establishing Indian coffee as a major global brand. In this context, a survey of coffee consumers was conducted in about six other countries. Based on these findings, the Coffee Board is currently in the process of launching Indian coffee into the market under the ‘India Coffee’ brand.

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