The Araku coffee industry in the Agency area is on the verge of an exciting transformation as the Tata Group partners with local farmers to market the region’s globally recognized coffee. In a significant development, district collector Dinesh Kumar held a video conference with Tata representatives at the ITDA hall, assuring them that the coffee beans from the Agency would meet the organisation’s stringent grading standards.
During the meeting, the collector emphasized efforts to differentiate organic coffee from inorganic variants, ensuring quality control for a global market. Recognizing the tribal farmers’ concerns over middlemen, he highlighted innovative marketing strategies that would restore their trust and empower them. The collector also promised to design a unique coffee logo for Araku coffee and secure its copyright, responding to a request from the Tata representatives.
Amit Pant, Executive Vice President and Business Head of Tata Group, expressed his enthusiasm for Araku coffee after his recent two-day visit to the Paderu Agency area. He inspected plantations in Bhisupuram and Sunkara Metta, assessing the quality of the coffee produced there. Pant praised Araku coffee’s global reputation while identifying areas for improvement to increase its market value.
To further strengthen the coffee’s appeal, the ITDA and Coffee Board are preparing to purchase and brand the product directly from farmers. Local farmers are also receiving training to enhance the quality and value of their coffee crops. Pant reiterated Tata Group’s commitment to elevating Araku coffee into a premium global brand.
This collaboration is set to boost the livelihoods of tribal farmers, establish a strong identity for Araku coffee in global markets, and ensure its long-term sustainability. With these promising developments, Araku coffee is poised to become a symbol of excellence in the coffee industry.
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