Table 3: Top Indian coffee exporters for financial year 2006/7 (source: Coffee Board, 2008) Name 1 2 3 4 5 6 7 8 9 10 Quantity

(MT) % Total Quantity Allanasons 31,036 12.5% General 29,371 11.8% Commodities CCL Products 19,984 8.0% Nestle India 18,467 7.4% Olam Exports 17,174 6.9% Tata Coffee 16,410 6.6% Hindustan Lever 14,763 5.9% ITC 13,008 5.2% ABC Trading 12,664 5.1% Ned 12,040 4.8% Commodities Others 64,112 25.7% Total 249,029 % Cumulated 12.5% 24.3% 32.3% 39.7% 46.6% 53.2% 59.1% 64.3% 69.4% 74.3% 100%

In India, more than 75 exporters are indeed recorded by the Coffee Board. However, the first ten exporters contribute to approximately 75% of the total exports in quantity (own calculation, source: Coffee Board 2008, see table). As already said, exporters are the key players in the Indian coffee industry, mainly because they have control over their supply chain, and thus over the trade channels.

Mainstream market involves small growers who do not participate in the marketing of their coffee. It is sold at the farm gate as Cherry, Parchment or Estate-Pounded coffee to exporters purchasing agents. These small farmers contribute to the bulk of Indian production.

After secondary (or export) processing is completed at the curing works, there are mainly three channels for clean coffee. It can be sold at the ICTA auction in Bangalore - Very small quantities are sold through this auction, and they are purchased mainly by small or medium domestic roasters. It can be exported It can be sold to Indian roasters

For the whole India, it is generally considered that there are around 25 estate-branded coffee producers, producing around 200 MT/year of estate-branded coffee. Actually, they

produce more than 200 MT/year as a whole (i.e less than 0.1% of Indias total production), but they do not brand their entire production. Only the very top-quality part of it is branded.

Table 12: Utz certified producers

Producer Tata Coffee ABC Group (Amalgamated Bean
Coffee Trading Company)

Certified Area (ha) 6672 2022

Location Coorg, Chikmagalur, Hassan Chikmagalur

BBTC (Bombay

912

Coorg

Burmah Trading Corporation Ltd)

Carrara Group Manamboli-Savamalai BCK Plantations 447 268 107 Shevaroys, Tamil Nadu Anamalais, Tamil Nadu Coorg

Tata Coffee (2010-11)

Cured 12959

Instant 4974

Tata Coffee

Consumption

In-home consumption represents 80% of coffee consumption in India. Most of the coffee consumed in Indian homes is instant coffee. The instant coffee market is the biggest market for in-home consumption. We can find 4 brands of instant coffee in India: BRU, NESCAFE, Continental Caf, Narasus Coffee. There are 5 companies in India able to process instant coffee: Nestle, Hindustan Unilever, CCL, Narasus and Tata Coffee. SLN is also planning to enter the market in a few months. However not of them supply the instant domestic market. Tata Coffee does not operate on the domestic market, but only at an export level. The strategy of instant coffee export is different, as coffee is imported from Vietnam and Indonesia at lower prices to provide a cheaper product. The Indian instant coffee market is highly concentrated in comparison with the filter coffee market. The two leading companies that operate in this market have a unique brand and invest a lot of funds in the advertisement of their brand (Nescaf and Bru). This is a big entry barrier for this sector.