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For many decades, the coffee beans that are grown in the Araku region of Andhra Pradesh, have had the distinctive flavour that is capable of catering to the global market. But without adequate marketing, the coffee produce here could not see global heritage.
However, that is not even remotely the case under the leadership of Chandrababu, who took special care and attention in marketing, Araku Coffee at the global level.
Earlier, Chandrababu orchestrated a marketing genius stroke by partnering with Anand Mahindra in order to boost the production and sales of Araku Coffee. This is starting to pay rich dividends now as Araku coffee is going well and truly global.
It has now reached a point where Coffee has launched a new product line that costs over ₹10,000 per kilo kilogram.
Recently, Araku Coffee launched the NANOLOT Series, the rarest and purest expression of specialty coffee. Grown on single plots by individual farmers and harvested in exceptionally small quantities, each nanolot is carefully processed and roasted in micro-batches to reveal the purest expression of its terroir.
Priced at ₹10,000 per kg (USD 100 per kg), the NANOLOT Series represents one of the highest price points ever achieved by an Indian Arabica coffee. The first release a fortnight ago sold out online within 24 hours, and the second, last week, in just two hours.
This is a remarkable achievement for the highly rated Araku Coffee, which is slowly, but surely gaining world coffee legacy.
Tags Araku Coffe
