Girijan Body For Enhancing Araku Valley Coffee Brand

visakhapatnam: As part of a multi-pronged approach to have more market penetration, new Chairman of Girijan Cooperative Corporation (GCC) Kidari Sravan Kumar has decided to increase procurement price of various products and increase branding of Araku Valley Coffee and popular products like rajma.

GCC is trying to beat its all-time record of Rs530-crore turnover achieved during 2023-24 after Prime Minister Narendra Modi lauded the distinctive taste of Araku Coffee during a Mann Ki Baat programme.

An estimated 1.50 lakh Girijan farmer families have benefit from coffee cultivation across the tribal areas of the State. Sravan Kumar told Bizz Buzz that they wanted to increase the economic empowerment of tribals by increasing the area under coffee cultivation on the hilly areas of Visakhapatnam, Srikakulam, ASR, Manyam and other districts.

In a notification, he referred to the increase in procurement price of Arabica Parchment to Rs285 per kg and for Robusta Cherry coffee to Rs80 per kg for 2024-25 in the month of November. "But keeping in view the rising coffee prices in both domestic and international markets and to safeguard the interests of the tribal coffee growers of the Paderu agency, it has been decided to enhance the coffee procurement prices as Rs320 per kg for Arabica Parchment and Rs170 per kg for Arabica Cherry coffee, Rs100 per kg for Robusta Cherry coffee. He said the coalition government is committed for the welfare of overall development of the tribals and the revision of coffee purchase prices by the GCC is an indication of its commitment," he stated.

Sravan Kumar after assuming office as the new Chairman told the media that Araku Coffee, which has received global acclaim for its unique flavour and aroma, will be sold at various exclusive outlets across India. He has also recently fulfilled his promise to enhance the procurement price of coffee.

As part of a decision to extend livelihood support to tribals, GCC will open petrol outlets at Parvathipuram and Seethammapeta. Efforts are being made to construct a 15-floor tower at the existing office complex on the beach road in the next few months. After receiving the EXIM licence, GCC is making efforts to export to the US, Europe and other overseas markets.