Andhra Aims to Take Araku Coffee Global with Tata’s Support
The Andhra Pradesh government is set to rebrand Araku coffee and introduce it to larger domestic and international markets with support from Tata Consumer Products. Talks are also underway with Starbucks to feature Araku coffee on their menu, marking a significant step toward global recognition.
Chief Minister N Chandrababu Naidu emphasized the potential of Araku coffee, noting that it has been promoted in international markets, including a stall in Paris. Various public and private organizations are joining forces with the government to boost the marketing of tribal and forest-based products, especially Araku coffee. Plans include establishing retail showrooms and coffee kiosks across India to popularize the brand.
Cultivated over 2.58 lakh acres in 11 mandals of Paderu town, Araku coffee supports the livelihoods of 2.46 lakh people. The government also aims to expand plantations by another 1 lakh acres, while cherries on 1.80 lakh acres produce 90,000 metric tonnes annually. Tribal farmers in the region additionally cultivate mango, sapota, cashew, jackfruit, jamun, lemon, custard apple, and saffron, reflecting the area’s rich agricultural diversity.
This initiative aims to elevate Araku coffee on the global stage while supporting tribal communities and promoting sustainable organic farming.
