November 18, 2017
 

Irene Susan Eapen

The Coffee Board of India recently organized the World Coffee Day and the India Coffee Awards Ceremony on 4th October 2017 at Hotel Shangri La Bangalore. The event was inaugurated by Subhash Chandra Khuntia, IAS, Chief Secretary, Government of Karnataka along with Srivatsa Krishna, IAS, CEO & Secretary, Coffee Board of India, Reena Prakash, Vice- Chairperson, Coffee Board of India and Dr.Y.Raghuramulu, Director of Research, Central Coffee Research Institute.

Srivatsa Krishna, IAS, CEO & Secretary ,Coffee Board of India said, “ Coffee as a crop has a great history in India and Coffee Board as an institution as many of you old times used to tell me it used to be a temple where coffee growers used to go for a pilgrimage. Over the years the temple seems to have been a little jaded and the effort of all of us is to renew and in re-imaging that temple so that coffee can gain back its rightful place where it always part off. For the first time we are going to brand India Coffee. Our effort is to brand India Coffee such that the India coffee exporters can take it far and wider parts of the world. So that coffee becomes a brand ambassador for India itself. Towards that end of the year we are in the middle of creating a media campaign and will have a brand New Campaign “India through India Coffee”. We will cherish the drink as the drink for the New India. The New India is the slogan now we are all moving towards and the hope is coffee becomes a drink of New India. Secondly we are living in the century of the technology so that we can infuse technology from the bean to the cup.”

Subhash Chandra Khuntia, IAS, Chief Secretary, Government of Karnataka explains,” If Bangalore is famous throughout the world one reason is that Bangalore has our national coffee board. It has been a very distinguished organization even prior to independence it has been there and it has a significant impact on coffee growing in the country. Karnataka grows the maximum coffee in India and India is one of the producers although we are not one of the largest producers. While 70% of our coffee is being exported perhaps more and more will be consumed in the domestic market. So we need to make all efforts for coffee to be popular that India coffee should be known globally. Another channel is that we can organize is growing organic coffee and the Coffee Board is already encouraging to grow organic coffee and so that we can go for global sale.”

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