Tata Coffee's presence is largely in Southern parts of the country. We have plans. Sadly none of these, except our vending machine initiatives are possible to be discussed. Key export markets for us are Italy, Germany and Europe in general. Coffee exports are likely to remain at current levels in coming years.
Indian consumer is a very interesting entity.
The consumer in India is really as heterogeneous as the country itself is. The urban consumer contrasts with the rural and the South Indian consumer with the North Indian. Further still, the consumer in the metros militates with his usage and habit patterns the mind and mood of the consumer in the 29 and odd one million plus population towns. The Indian consumer, is therefore very difficult to understand and very difficult to predict. Clonal marketing efforts across for India as a whole, will never work.