Issue link: https://read.dmtmag.com/i/491365
STiR tea & coffee industry international 47 D.M. Purnesh at his desk in Bangalore. "Prior to liberalization, Indian coffee was predominantly exported, making the Indian consumers unaware of their own [Indian] quality coffee," said Chandini. "This has thrown a big challenge and opportunity for all the coffee stakeholders including planters, traders, exporters, roast- ers, to promote and market Indian coffee in general and Indian specialty coffee in particular," she said. "These stakeholders have grabbed this opportunity and have been utilizing their resources in promoting Indian coffee to the Indian consumers for over a decade, which has increased the domestic market for the Indian coffee," she said. "Many consumer awareness programs like IBC [India Baris- ta Championship], Coffee Santhe, IICF [India International Coffee Festival], efforts by SCAI [Specialty Coffee Association of India] have been chalked out to ensure that Indian consumers are aware of the coffee available in different varietals and pack- aging options," she said. "With the large number of cafés that have opened over the last decade, the HORECA (hotel, resort, restaurant, and cater- ing) channel has played an important role in consumer aware- ness. Such efforts have piqued the coffee consumer to ask spe- cifically for "the coffee" - single strains, specific blends, origin of coffee," she said. In this challenge, Classic Group has played a significant role by providing the consumers with a gourmet product for their palates, she explained. In addition to his duties as c.e.o. D. M. Purnesh is a mem- ber of the Coffee Board of India, a charter secretary of SCAI and one of the most savvy coffee promoters in the country. He travels on behalf of SCAI, is a member of the Specialty Coffee Association of Europe and the Specialty Coffee Association of America, judges coffee competitions, and sponsors staff willing to meet the rigorous qualifications for the World Barista Cham- pionship. "There is a huge potential for growth of coffee consumption within India," he said. "Gradually a dominantly tea consuming country is turning into a coffee loving country. If there is continuous effort in pro- moting good quality coffee throughout India, we may one day be proud to have replicated Brazil's success in building domestic consumption," said Purnesh. "Right now more and more youngsters are willing to take up barista training since they have realized a great future," he said, adding that taking lots of interest in the plantation and promo- tional activities at "Team Classic" insures the next generation faces a great future." India's fifth generation of coffee growers is trained and well qualified and continues the tradition of invention, said Purnesh, "they will take the coffee business to a higher plain." Photo by Dan Bolton