MARKET POTENTIAL OF COFFEE BEVERAGE

Introduction Indian coffee has much going for it in terms of this matrix of sustainable development, since 98% of it is grown as a shade-tree crop in the Western Ghats. Coffee production in India is dominated in the hill tracts of South Indian states; with the state of Karnataka accounting 53% followed by Kerala 28% and Tamil Nadu 11% of production of 8,200 tones. Indian coffee is said to be the finest coffee grown in the shade rather than direct sunlight anywhere in the world. There are approximately 250,000 coffee growers in India; 98% of them are small growers. As of 2009, the production of coffee in India was only 4.5% of the total production in the world. Almost 80% of the country's coffee production is exported. Coffee is grown in three regions of India with Karnataka, Kerala and Tamil Nadu forming the traditional coffee growing region of South India, followed by the new areas developed in the non-traditional areas of Andhra Pradesh and Orissa in the eastern coast of the country and with a third region comprising the states Assam, Manipur, Meghalaya, Mizoram, Tripura, Nagaland and Arunachal Pradesh of Northeastern India, popularly known as Seven Sister States of India. With the Indian economy poised to grow by over 8% in the next few years, there is opportunity for the coffee industry to increase footprints in the domestic market, planning commission deputy chairman Montek Singh Ahluwalia said on Thursday. Also said that There is scope for expansion of entrepreneurship; Why not have coffee outlets at retail level compete with one another. Addressing the India International Coffee Festival in New Delhi, Ahluwalia said that rising income level of the Indian people will ensure 500 million citizens in 20 years who will have enough disposable income to spend on products like coffee. The following areas mentioned below can be worked out by utilizing the expertise of Dayananda Sagar business School. By conducting Market Research in various areas to achieve the following objectives the coffee business in India can be improved.

Objectives Identifying untapped potential market Identifying people with entrepreneurial spirit Scope for new coffee outlet in potential areas To understand the defects in the present Supply chain Management system To study the present waste management system Educating the small players to deal on coffee packaging To create awareness on health aspects of coffee vs. Tea Campaign planning (wet sampling) Branding and introducing new variants

Methodology A survey based research can be conducted in the potential areas where coffee market is lacking the expected level of performance and also using the secondary information on existing retail outlets and their working style. Meeting the coffee growers and understand the present system, retailers performance, descriptive study to identify the scope of new coffee outlets where coffee is not popular and where there is a potential. Through interview, questionnaire and observation whichever is relevant based on the objectives mentioned above the market for coffee can be understood to get the outcome. Possible outcome of the study Strengthen the present system by rendering valuable suggestions based on the objectives of the study. Supporting the industry in market penetration Revising the existing supply chain system Coffee market intelligence and database Improved marketing efforts.