Such distress of other large growing origins seems to be the only solace of the future for the coffee community of growers. Coffee consumption in the country remains stagnant in recent years. The category has received no interest from marketers or growers alike. Coffee remains in the outer periphery of interest in the minds of consumers. Other aggressive beverages like tea and the colas of every hue, have a substantially higher degree of interest and of course advertising backing them.
Coffee is an orphan.
Coffee consumption is down in the last four years. From a level of 55,000 tpa, the numbers are down at 52,000 tpa today. Per capita consumption hovers around 52 gms. Branded coffee consumption is a small percentage of the total. Only 19 per cent are branded and the rest is in loose forms.