Currently India produces around three lakh tons of coffee per annum. A large portion of coffee in India is exported. Domestic consumption of coffee in India is estimated at around 55000 tons per annum and it has been stagnate at this level for the last few years. Coffee exported prices fluctuate widely depending on the demand supply gap apart from a small segment of especially coffee, most Indian coffee is used to blend with other coffee from rest of the world. Further the volumes that India would offer in the international markets are not enough of commands a bargaining position. This further accentuates the price realized for the Indian coffee in the world markets. This in turn exacerbates the situation during the low price cycles.
The coffee board in India is in the process of devising strategies for growing the markets for Indian coffee, while the export markets scenario discussed above, exploring opportunities for increasing domestic consumption of coffee significance. Very little information about domestic coffee consumption is available except for proprietary information available with large players in the market. Before devising any strategy for growing domestic coffee consumption, nationally representative study on beverages habits, practices, attitudes this is the first formal study of such magnitude conducted by the coffee board. The coffee board proposes to conduct such large scale consumption audits at regular intervals.
[...] GENERAL ADMINISTRATION: The coffee board (known as the Indian coffee market expansion board, till 1948) is the lineal successor of the Indian coffee cess the committee, first statutory all India organization of the Indian coffee industry, constitute by the central government, in response to the unanimous request of all the coffee grower interest for an organization and funds of their own for the improvement of the industry. STATUTORY COMMITTEES: The board functions through its six statutory committees Executive committee 2. [...]
[...] The application is scrutinized for the following: o Quality of coffee o Type of crop o Country of export o From which part exported o Name of importer o Country of importer After scrutiny, the application forwarded to deputy director(planning and co-ordination) for approval, Four copies of export permit or issued, export permit contains the name of exporter, country of export, quality of coffee to be explored. Grade of coffee crop validity period. Normally for application received before 13.30 pm permit are issued in the evening of the same day. [...]
[...] As a result the department is not conducting any open action for the sale of pooled coffee and the board now focuses upon the role of a facilitator of the coffee industry in respect to export promotion. During the period under review, the marketing department consisted of the following sections/Divisions and activities of which are incorporated in the report. A. Export section. B. General Section. C. Market intelligence unit. Espresso brewing: A quantity of 5-8 gms of finely ground coffee powder is required for the preparation of espresso brew. [...]
[...] The lab receives 700 samples per year from growers/exporters and about 700 samples per year from its own research stations. LIBRARY: Coffee board has a library that consists of 7500 books and around 800 bounded journals. It subscribes to the 40 journals a year. MARKETING SECTION: One of the major activities of the section is the registration of coffee growers and issue of export permits. REGISTRATION: There are about 70 registered coffee exporters in the country. The procedure for registration of exporters is as follows: Coffee exporters have to apply in prescribed format. [...]
[...] Moroccans like black pepper corns and inch of salts to coffee to give extra kick. In Italy and many other parts, a strip of lemon peal was often curled round the ring of cup and sprinkled grated lemon/orange peal. Mexican coffee was served with cloves and cinnamon. American people were fond flavoring coffee with honey, cream and sugar to enhance coffee flavor. Russian drink coffee with squeeze of lemon juice. Coffee is no longer just a hot stimulating brew. The fashionable hot beverage industry has to seen to that with many non coffee drinkers falling from the sweet and creamy flavors that have turned coffee into a ever wider concept with more consumer appeal. [...]
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