Current low world prices have further hit gourmet players. Arun Bidappa, a leading grower and managing director of Karnataka Coffee Brokers Ltd., said low prices and lack of premiums were having a dampening effect on gourmet producers. Today premiums are hardly playing a part for gourmet coffees. She said marketing was the key to promote Indian gourmet varieties as India did not have natural advantages such as high altitudes or volcanic soils that give a distinct taste to coffee. Bidappa said that gourmet coffee producers should focus on a group effort to market their coffee, determine the specific tastes of markets and cater to that demand.
Marketing is a tough game.