Coffee Board Explores Egg Industry Model to Boost Domestic Coffee Consumption

The initiative comes against the backdrop of increasing coffee consumption in India, particularly in cities and among younger consumers.

Hyderabad: The Coffee Board of India is examining the possibility of adopting a model similar to the National Egg Coordination Committee (NECC) to encourage coffee consumption in the domestic market, while simultaneously working to strengthen India’s position in global coffee production and exports.

Senior Coffee Board officials recently visited the NECC office in Hyderabad to understand how the poultry industry established a nationwide system for egg price discovery, communication with farmers and promotion of consumption, according to TOI report.

Coffee Board Chairman M.J. Dinesh said the proposed platform is still at an early stage and its structure will be finalised after discussions with coffee growers, roasters, exporters and other stakeholders.

“We also want to set up a corpus,” Dinesh said, indicating that the proposed organisation could be largely industry-led, with the Coffee Board providing institutional and advisory support. The board is studying the NECC and other producer-driven organisations to determine an appropriate governance and funding framework.

The initiative comes against the backdrop of increasing coffee consumption in India, particularly in cities and among younger consumers. However, coffee continues to have a much smaller domestic footprint than tea, which has a strong presence across both urban and rural markets.

The Coffee Board is also seeking to increase international awareness of Indian coffee. Dinesh noted that many consumers overseas are still unaware that India ranks among the world’s leading coffee-producing and exporting countries.

He said expanding exports would require a corresponding increase in production, better cultivation practices and clearly defined quality standards. The board is working with the Ministry of External Affairs to identify international opportunities and has commissioned pilot consumer research in Germany, Canada, Chile, Peru and China.

According to Dinesh, India’s shade-grown and environmentally sustainable coffee offers a distinct advantage over coffee produced in countries such as Vietnam, Colombia and Indonesia.

India produced around 3.62 lakh tonnes of coffee in FY2026, with nearly 70% of the output exported. With favourable weather conditions, production could exceed 4 lakh tonnes in FY2027.

In the long term, the Coffee Board aims to increase annual production to 7 lakh tonnes by 2047. It also plans to significantly expand specialty coffee, which currently accounts for about 3% of production, with a target of raising its share to 15% by 2047.

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