The revamp of ICHs and opening of new outlets will boost coffee consumption.
Srivatsa Krishna, CEO and Secretary at the Coffee Board of India, said that the board has received bids from two major players, Cafe Coffee Day and Afoozo Private Limited, for a revamping of its 13 India Coffee House (ICH) outlets.
Krishna said, “We don’t want to make our Coffee Houses into luxurious cafes. We want to give the feeling of a casual lounge and cap the price of a cup of coffee at Rs 30.”
He stated that the revamp of ICHs and opening of new outlets will boost coffee consumption.
Among other initiatives to promote coffee consumption, the Board is in a process to tie up with Flipkart, Walmart, Amazon and Dubai Multi Commodities Centre (DMCC) to sell Indian coffee.
According to data from the Coffee Board, Indian coffee currently has around 5.5% share of the global coffee market.
“For a cup of coffee that is being sold to the end-consumer for $2-3, an Indian farmer gets five cents. We want to change that and our new partnerships, such as the ones with Amazon and Walmart, will enable our farmers to sell Indian coffee directly to consumers and businesses without middlemen,” said Krishna.