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Board bid to promote coffee

By Our Staff Correspondent

SHIMLA, FEB. 23. The Bangalore-based Indian Coffee Board has plans to expand the indigenous market of coffee consumption in the country. Interacting with mediapersons here yesterday, K. Baswaraj, the Coffee Board's Deputy Director for quality control, said that North India has a big scope for expansion in the number of coffee lovers and growth in the overall market if advertised properly.

"The tea lovers of the North are yet to discover the charms of coffee drinking and it could be an excellent stimulant for the highlanders living in cold climates of Himachal", claimed Mr. Baswaraj, who is also an expert coffee taster.

The Board is now organising a "Kappi Shastra" training programme to inculcate the art of coffee roasting, grinding, brewing and testing for the benefit of hoteliers, restaurateurs and for general people working in institutional centres. The members have fanned out in north with the main objective to promote the sales and consumption of coffee, he said.

Coffee is the second largest traded commodity in the world next only to oil and India produces around 3 lakh tones annually out of which 70 per cent is exported out to Europe and America. It earns about Rs 1200 crores of foreign exchange every year for the country, claimed the Board.

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