Nirmala bats for better branding of Indian coffee

Commerce and Industries Minister, Nirmala Sitharaman pitched for better branding and packaging of the domestically produced coffee, at the launch of Soil Health Cards for coffee estates in Bengaluru.

“You need to have a high profile marketing even to reach to the lower end of the pyramid,” she said.

Nirmala, quoting the example of the Araku coffee that has set up its store in Paris through successful branding, said, “ I pulled up Coffee Board that time, asking them if Araku can reach Paris, why can’t you guys.”

Nirmala also launched a web portal for soil health management. The soil health cards are called Kaapi Soil Health Monitoring and Management and Soil Health Cards (Kshemam).