India aims to drink more coffee
INDIAS coffee industry is trying to boost domestic consumption in the face of decline.
The state-run Coffee Board has submitted a plan to the government calling for an additional tax on coffee exports to fund a promotion campaign in the media. The target is to achieve 10% annual growth over the next five years.
Domestic coffee consumption has been slipping since 1985. But the decline gathered pace when domestic prices rose after an increase in global prices.
The industry estimates that domestic coffee consumption since 1995 has fallen 40% in the soluble coffee category and 25% in “roast and ground”. India produces about 3% of the worlds coffee.
- Financial Times 07/08/98 page 26 (News Digest)