After winning hearts of coffee-lovers of Visakhapatnam, Araku Valley Coffee brand is all set to hit the markets in Hyderabad, Vijayawada and Rajamahendravaram.
A product of Girijan Cooperative Corporation (GCC) in retail form and raw coffee pooling under Paderu Coffee Project being implemented with an outlay of Rs.526.16 crore, is selling like hot cakes in many outlets at Visakhapatnam giving traditional coffee blends a run for their money.
“During the recent international fleet review hosted by Visakhapatnam, Prime Minister Narendra Modi and Defence Minister Manohar Parikkar tasted this coffee at our stall,” said GCC Vice-Chairman and Managing Director Ravi Prakash.
Mr. Prakash said that the idea was to empower tribal youth through large-scale coffee procurement and sale of the organic coffee in retail market without the role of middlemen.
The GCC has set a target of an overall turnover of Rs.180 crore in the current fiscal against Rs.142 crore last year. The coffee has been introduced in packets of 50 grams, 100 grams, 200 grams and 500 grams.
“We also plan to start mobile coffee shops on the lines of mobile soft drink shops”, said Mr. Prakash. Before the launch of GCC’s Araku Valley Coffee in Hyderabad and Vijayawada, a campaign would be run to tap consumers.
The GCC achieved a turnover of Rs.14 crore last year through sale of value-added products in the retail market.
