The humble cup of coffee that cheers up mood, initiates conversation and relaxes you from a tiring day is brewing up a storm in the city.
The current market dominated by outlets like Cafe Coffee Day, Baristas and other local café shops will soon get another name to the list. And this time it is a brand that is already creating ripples across the region and also in Paris with its aromatic coffee flavours.
In a first, the Girijan Cooperative Corporation (GCC) is planning to start its chain of cafés starting from Visakhapatnam.
The café will have a contemporary décor to compete with the existing players in the market and will showcase the best tastes of Araku coffee in the city.
Speaking to The Hindu , GCC Managing Director A.S.P.S. Ravi Prakash said, “We want to explore the franchise route to start our first café. Things will take shape in the next 10 days. We will call for tenders shortly. The idea is to promote Araku Valley Coffee in a different way appealing to the younger generation and make its reach much wider.”
GCC has already identified a location adjacent to its office in the city for its first café. “The lease period for the Bell Park super market, adjacent to our office, is over. We want to lease out the premises to a franchise partner. A minimum of ₹10-15 lakh is needed to do up the interiors, which will be of top-class standard. The café will serve only Araku coffee. We expect this to materialise by the year-end,” Mr Prakash added. GCC has already procured a batch of porcelain cups and saucers from Dubai.
GCC’s coffee project has generated tremendous response in the past one year, wooing high profile dignitaries and foreign delegates visiting the State with its aromatic flavour and is making way to the top shelves of connoisseurs around the world. Last year, the corporation procured 1,400 metric tonnes of coffee beans, which it plans to scale up to 2,000 metric tonnes this year.
Grown by tribals
The organic coffee, popularly known as Araku coffee, is grown by the tribal people at an elevation of 1,100 metres above mean sea level under the shade of jackfruits, silver oak, mango and banana. It has a delicious fruit flavours intertwined with caramel with a finish of bitter sweetness. “About 90% of our products are exported to countries like Sweden, Switzerland, Dubai and Italy through established firms like Olam India, ITC and Mudra,” Mr. Prakash said.
