Araku Coffee Rebranding To Target Global Markets, Andhra Pradesh Government Signs Pact With Tata

The Andhra Pradesh government has signed a memorandum of understanding (MoU) with Tata Consumer Products to rebrand Araku coffee and expand its presence in both Indian and international markets, Indian Express reported.

Chief Minister N Chandrababu Naidu led Andhra government is also in discussions with Starbucks to feature the organic brew on its menu.

“Araku coffee must gain global recognition. We had once set up a stall in Paris. Several public and private sector organisations have joined hands with the government to promote the marketing of tribal and forest-based products, most notably Araku coffee, both within India and internationally. Retail showrooms across India featuring Araku coffee kiosks will be set up,’’ Naidu was quoted as saying by IE.

Araku coffee is grown on 2.58 lakh acres across 11 mandals in Paderu town, sustaining the livelihoods of about 2.46 lakh residents.

Naidu said the government aims to expand coffee plantations by an additional one lakh acres.

He added that cherries are cultivated on 1.80 lakh acres, yielding 90,000 metric tonnes annually, and tribal farmers also grow diverse crops including mango, sapota, cashew, jackfruit, jamun, lemon, custard apple, and saffron.

Marking World Tribal Day, the Andhra Pradesh government formalised 21 MoUs aimed at tribal development. These agreements target livelihood enhancement, agricultural growth, improved marketing of forest produce, and tourism promotion.

Also Read: Andhra Pradesh Offers Land At Rs 0.99/Acre To Attract Global Tech Giants, Unveils New Incentive Policy