Inspired by the phenomenal success of the Nandini brand in the dairy sector, coffee growers across Karnataka are now advocating for a similar, unified branding model to elevate the state’s coffee production in both national and international markets. The Karnataka Growers Federation (KGF) is spearheading this ambitious initiative, actively developing a comprehensive proposal to establish a distinct ‘Karnataka Coffee’ brand. This strategic move aims to provide much-needed recognition and enhanced value for the diverse coffee varieties cultivated within the state.
Federation officials have confirmed that preliminary discussions have already taken place with key state leaders, including Chief Minister Siddaramaiah and Chief Secretary Shalini Rajneesh, indicating the early stages of government engagement and support for the proposal.
Despite Karnataka’s significant contribution, accounting for approximately 70 per cent of India’s total coffee output, the state’s coffee has historically been sold without a cohesive brand identity. This lack of a unified label representing the unique characteristics and varieties produced across Karnataka’s coffee-growing regions has been a long-standing concern for growers. While Karnataka coffee is widely acclaimed for its distinct aroma and quality, it often loses out on potential value and market share in the broader market due to the absence of strong, collective branding.
“Karnataka is the largest coffee producing state in the country, yet we still don’t have a common brand to represent our coffee,” stated H. Shivanna, president of the Karnataka Growers Federation. He emphasized the transformative potential of a state-backed common brand, asserting that it would significantly improve market access and prices for coffee, particularly from historically rich coffee-growing districts such as Kodagu, Chikkamagaluru, and Hassan. Ultimately, this branding effort is envisioned to directly benefit the thousands of coffee growers across the state, ensuring fairer returns for their produce.
Shivanna explicitly highlighted the KGF’s intention to emulate the cooperative model successfully implemented by the Karnataka Milk Federation (KMF). “Our idea is to follow a cooperative model like the Karnataka Milk Federation (KMF), which helped make Nandini a broad brand,” he explained. The Nandini model, through its cooperative structure, has effectively ensured fair prices for dairy farmers while simultaneously streamlining and optimizing the distribution network. The coffee growers aspire to replicate this success, believing that a similar cooperative framework for coffee would lead to more equitable pricing mechanisms and a more efficient supply chain.
Beyond the immediate market benefits, creating a state-backed brand is also seen as a crucial step towards drawing attention to and resolving long-pending issues that have plagued coffee growers for years. Federation officials outlined several critical challenges that they hope to address with increased government focus and support, which they aim to garner through this branding initiative. These include the escalating human-elephant conflicts in coffee-growing regions, which pose a direct threat to both human lives and crops. Growers also face persistent pressure from forest officials regarding land use and regulations, often leading to disputes.
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