BENGALURU:Commerce and Industry Minister Nirmala Sitharaman on Friday stressed on the need for branding Indian Coffee and said the Coffee Board now has to be on its toes in this regard. She said branding is now one way of ensuring that the market is going to be sustained.
The minister was speaking after the launch of a web portal, an initiative of the Coffee Board, towards soil fertility appraisal and soil health monitoring in traditional Coffee growing regions, here. “Today is an age of branding... we need to have high profile marketing for everything to even reach the lower end of the pyramid,” she said adding “promotion of Coffee, branding of different coffee should go with a lot more hype. There is a lot of creativity we need to (put) in taking coffee further.”
Noting that countries like Cambodia, Vietnam, Myanmar have done and are doing a lot of things in packaging, value addition, presenting and marketing of the coffee, she said “the Coffee Board obviously is now going to have to be on its toes.”