Against this backdrop, global prices are bound to be under pressure. The future scenario looks bleak, unless there is a calamitous frost in Brazil or a flood in Colombia. 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.