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September, 2006 Pragati Maidan, New Delhi, India |
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Cafine to make a fresh come back.
Generic campaign for coffee on cards.
India produces 300 million kg of Coffee every year, out of which about 270 – 280 million is exported. The reason for this abysmally low consumption is the preferential pattern of the masses, who prefer tea over Coffee. But worry not. The Coffee Board will come to the rescue. After the Tea Board’s promotional campaign for Indian tea, the Coffee board is planning to launch generic campaign to promote coffee among households and individual.
The Coffee Board together with the International Coffee Organization (ICO) is in the process of finalizing an all India promotional campaign to encourage more and more people to drink coffee on a regular basis.
A similar campaign I Brazil last year had yielded tremendous results with the coffee consumption in Brazil growing many folds. Preceding the campaign, Brazil had emerged the biggest coffee consumer in the world.
Accordig to MH Ashraf, MD, Tata coffee Ltd, and also a member of the Coffee Board, the plans for the campaign is being discussed at higher levels and a decision will be taken soon.
Date: 20-Dec-2004
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