Visakhapatnam: The Tata Group has pledged its support for marketing Araku coffee, a unique product cultivated by tribal farmers in Andhra Pradesh’s Alluri Sitarama Raju (ASR) district. District Collector AS Dinesh Kumar held discussions with Tata representatives at the Integrated Tribal Development Agency (ITDA) office in Paderu on Friday, emphasizing the significance of this collaboration in uplifting the livelihoods of tribal communities.
During the meeting, the Collector assured Tata Group of an adequate supply of high-quality coffee beans, tailored to meet their grading standards. He also outlined plans to design a dedicated coffee logo for the brand and secure copyright protection, addressing concerns raised by the company. The initiative aims to enhance the visibility and market reach of Araku coffee while ensuring sustainable income for tribal farmers.
Amit Pant, Executive Vice President and Business Head of the Tata Group, commended the organic farming techniques employed by local cultivators. He expressed Tata’s enthusiasm to collaborate with ITDA and the Girijan Co-operative Corporation (GCC) for procuring and branding Araku coffee. Additionally, Tata plans to assist farmers by providing training to improve production quality and maximize the value of their coffee.
The partnership marks a significant step towards promoting Araku coffee on a larger scale. By combining Tata’s expertise in marketing and branding with the traditional farming practices of tribal communities, the initiative seeks to create new opportunities and boost the economic well-being of the region’s farmers.
