What’s So Special About ‘Araku Coffee’ That PM Modi Mentioned It in ‘Man Ki Batt’?
India's global identity, celebrated through icons like the Taj Mahal, rich cultural heritage, and International Yoga Day, is now also marked by its growing economic strength. Recently, India's ban on rice exports even sparked protests in the US, highlighting its economic influence. Amidst this rising clout, a new name is making waves: Araku Coffee. Featured by Prime Minister Narendra Modi on his "Mann Ki Baat" show, Araku Coffee is rapidly becoming a symbol of India's soft power and agricultural excellence. When PM Modi returned with his monthly radio show "Mann Ki Baat" following his third takeover of the Centre, he also brought up India's "Global Coffee." Even Prime Minister Modi couldn't resist bringing up the aroma of coffee during the monsoon season. (Source: Google Images) "Café Araku" is 1.5 lakh tribal people's way of life ~ During his speech, PM Modi highlighted the global demand for Araku coffee, which is produced in Andhra Pradesh's Araku Valley. This coffee has significantly transformed the lives of around 1.5 lakh tribal people. PM Modi also mentioned enjoying the unique flavor of Araku coffee with Andhra Pradesh Chief Minister Chandrababu Naidu during his "Mann Ki Baat" show. Araku coffee, grown in the hilly regions of Nilgiri alongside black pepper, has a distinctive flavor. There is evidence that coffee was first cultivated in the Araku Valley as early as 1920. Without the use of middlemen, the business is conducted ~ Araku coffee is unique not only in flavor but also in marketing strategy. Plots of this coffee are planted in tiny. Grown on it, coffee cherries can stay on the plant until they develop their full color. It is 100% Arabica coffee because of this farming technique. The fact that the tribespeople themselves handle all aspects of this coffee farm, from production to trade, is another unique quality. It is a business approach that is somewhat cooperative. Because of this, middlemen don't get involved in any part of the process—from sorting, ripening, grinding, and roasting the coffee to packaging and marketing. Since over 90% of Araku's annual coffee production is exported, its demand is evident. Sweden leads in demand, followed by growing interest in the United Arab Emirates, Italy, and Switzerland. Even Paris is starting to enjoy Araku coffee. India exports over Rs 4,000 crore worth of Araku coffee annually. Araku coffee is set to become a symbol of quality and sustainability in the global coffee market as more people become aware of its wonderful flavors and motivational backstories. Discovering Araku coffee is worthwhile whether you're a coffee connoisseur or someone who values premium, ethically produced coffee!
