One of the key components to enjoying coffee, as every coffee aficionado would agree, is the wonderful smell that rises from freshly roasted, freshly ground, and freshly brewed coffee beans. Moreover, in our modern society, marketing, branding and advertising is key to gaining strength and recognition.
India’s Commerce and Industry Minister, Nirmala Sitharam, was clearly aware of this need as she spoke at the launch of the country’s latest effort to promote itscoffee. The minister said,“Today is an age of branding, we need to brand everything, we need to sell everything, we need to have high profile marketing for everything to even reach the lower end of the pyramid.”
Coffee has been grown in India since 1670, but India has never been known as a large-scale coffee producer. Most coffee produced in India is grown in the southern Indian states, and ninety-eight percent of the coffee grown comes from small independent producers. The country produces around 8,200 tonnes of coffee per year, with eighty percent of that being exported. Indian coffee accounted for around four-and-a-half percent of the coffee grown worldwide in 2009. The Coffee Board of India was set up in 1942, and its duties include providing financial assistance to help small coffee growers become established, ensuring safe working conditions for coffee workers, research into coffee, and the promotion and sale of coffee both within India and abroad. As a country, India has historically shown a marked preference for tea, but coffee is gaining popularity, with more coffee shops opening all the time.
Looking to build the market for Indian coffee, the Coffee Board came up with a novel idea. Thanks to a collaboration between the Indian Postal Department and the Coffee Board, India now has coffee scented stamps. The stamps were released toward the end of April 2017, and depict coffee beans, a steaming cup of coffee, and a kettle. The hope is that this will help to promote the expansion of coffee growing in India, with new areas opening in the future.
Let’s hope some of the stamps make it to the UK, then we could enjoy coffee-scented post along with our morning coffee!