Beautiful, calm, serene, intellectually stimulating – these would be some of the first impressions that come to mind on a visit to the Jawaharlal Nehru University campus in New Delhi. At once, a person is reminded of the charm, the excitement, the sense of fresh air, freedom and idealism that are an integral part of student life.
A welcome new entrant to this pristine environment at the JNU campus is the invigorating and refreshing smell of quality Indian coffee. India Coffee House has come up with its 13th India Coffee House outlet at Aravali International Guest House on July 10, 2015. The Coffee Board currently runs 10 India Coffee Houses and 2 Depots across India, including Parliament House, North Block, South Block, Udyog Bhavan (in Delhi), Kolkata, Mumbai, Bhopal, Tirumala, Guruvayur and Coffee Board Head Office, Bangalore. The Coffee Board also makes good quality coffee powder available through these outlets for the benefit of consumers.
The new outlet was inaugurated by Prof S. K. Sopory, Vice Chancellor, Jawaharlal Nehru University in the presence of Shri Rajani Ranjan Rashmi, Additional Secretary, Ministry of Commerce & Industry and Ms Leena Nair, Chairman, Coffee Board. The coffee house will serve quality Indian coffee along with a selection of South Indian snacks at reasonable prices. It will be run on a no profit-no loss basis, with the primary aim being to popularise the culture of drinking coffee among consumers.
India exported 123,133 MT of coffee in 2014-15. The Coffee Board recognises the critical role of rising domestic consumption of coffee, in terms of protecting India’s coffee farmers from the rapid fluctuations in international coffee prices. Coffee consumption within the Indian market has steadily improved over the years from 60,000 MT in year 2000 to around 115,000 MT in 2011. Future prospects look indeed bright for the Indian coffee market due to its rising popularity among the youth of the country. Certainly, the proliferation of India Coffee Houses will help promote not just coffee consumption, but also generate awareness about the unique and differentiated characteristics of India origin coffee within the country.