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Coffee promotion to get boost in Tenth Plan

Our Bureau

BANGALORE, Feb. 17

COFFEE promotion in domestic and overseas market will get a new thrust in the 10th Five-Year Plan, according to the Coffee Board chairperson, Ms Lakshmi Venkatachalam.

Speaking to newspersons on Sunday at the end of the India International Coffee Festival (IICF) 2002, she said that the board has enhanced the total budget for the 10th Plan to Rs 410 crore, from the 9th Plan outlay of Rs 130 crore.

"About Rs 100 crore would be earmarked for carrying out all kinds of marketing activities, both in the domestic and overseas markets,'' Ms Venkatachalam said.

"There was a lack of focus and communication in some of our key markets and the Coffee Board is planning to outsource the marketing skills required to promote Indian coffee in the key markets of US and Europe."

The focus during the 10th Plan would be on quality and cost-competitiveness and IICF 2002 has given a lot of key inputs, which would be considered for the betterment of the industry, she added.

"The IICF 2002 was a great success. We have been overwhelmed by the response and amazed to note that the industry, which is facing a tough time, has come together in conducting this festival.''

The experiences from Brazil, which has been extremely successful in promoting its domestic market, could very well be emulated in India, according to her.

The Coffee Board would extend support if the industry comes forward to boost the consumption in the domestic market.

Mr Carlos Henrique Jorge Brando of P&A Marketing International, Brazil said the Indian roasters should come forward to promote in their domestic market.

Mr Anil Bhandari, Vice-Chairman, UPASI, said that the festival was successful in attracting international attention towards Indian coffee. Several deals were stuck during the three day-meet, which attracted buyers mostly from the European nations.

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