The Indian coffee industry is on the cusp of a significant international expansion, with the Ministry of External Affairs (MEA) actively strategizing to boost exports of value-added coffee products to crucial markets worldwide. This push aims to drive record shipments to regions including Western Europe, Eastern Europe, Latin America, North America, North Africa, Russia, and China.
Government-Backed Market Intelligence Initiative
In a decisive move following a request from the Indian Coffee Board, led by its chairman MJ Dinesh, the Union government is preparing detailed market intelligence studies specifically for coffee promotion. According to PS Gangadhar, Joint Secretary in the MEA, the ministry has commissioned six comprehensive market studies or intelligence reports through Indian Missions and Posts located in key global coffee markets.
These studies are strategically spread across various regions to gather vital data and insights. The final study report is expected to be completed and made available by February or March 2026. Once ready, it will be shared with the Coffee Board for the benefit of all stakeholders within the Indian coffee industry.
Global Missions to Lead Promotion Activities
The market studies are just the first step in a broader promotional campaign. Joint Secretary Gangadhar stated that the findings will be followed up with concrete coffee promotion initiatives and activities led by the Indian Missions and Posts abroad. There is reported to be considerable interest among the missions to undertake a variety of promotional events.
These activities are planned to include coffee tasting sessions, coffee cupping events, and the setup of coffee kiosks or stalls during important gatherings hosted by the Missions. Key events targeted for such promotions are Independence Day and Republic Day celebrations, which typically witness large gatherings of influential personalities from the host countries.
Furthermore, many missions have already requested the Coffee Board to supply coffee gift packages and promotional material to aid their outreach efforts. The MEA official urged the Coffee Board to extend all possible help and facilitation to these overseas Missions to maintain their enthusiasm for promoting Indian coffee.
Building B2B Linkages and Long-Term Relationships
Beyond promotions, the ministry has made strong recommendations to foster direct business connections. It has advised the Coffee Board to mobilize delegations of coffee industry stakeholders to visit key international markets, especially during major coffee-related events and trade fairs. This strategy is designed to build crucial Business-to-Business (B2B) linkages.
In a reciprocal move, the MEA is also encouraging the mobilization of coffee industry delegations from host countries to visit India. As Chairman MJ Dinesh explained, this will allow international buyers and experts to experience the strengths of the Indian coffee industry firsthand, paving the way for building sustainable, long-term trade relationships.
Dinesh emphasized that the government-conducted study will be a major boon for the Indian coffee market. He confidently added that the subsequent expansion into new and existing markets is poised to fundamentally change the scenario for all stakeholders in the Indian coffee sector.
