Government has a large role to play in boosting demand for Indian coffee: Continental Coffee’s Praveen Jaipuriar

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Government has a large role to play in boosting demand for Indian coffee: Continental Coffee’s Praveen Jaipuriar - Economic Times

Quick Summary:

Coffee demand can increase in India by addressing the issues related to availability, product costs, and purchase barriers, says Praveen Jaipuriar, CEO, Continental Coffee Limited.

There is also a surge in sustainable coffee and carbon neutral coffee as consumers are increasingly concerned about the environmental and social impact of their coffee consumption and the carbon footprint associated with its production.

Leveraging the existing farmland to produce higher volumes of coffee by imparting training to farmers on farming techniques to improve throughput per hectare would lead to improved production to meet demand and better returns for farmers.