Fri Nov 15 14:50:52 UTC 2024: ## Tata Group to Market ‘Araku Coffee’, Bringing Hope to Tribal Growers

**Paderu, November 15, 2024:** In a move that promises to revolutionize the fortunes of tribal coffee growers in the Alluri Sitharama Raju district, Tata Group has pledged to market “Araku Coffee,” a high-quality product grown in the region.

The commitment came following a meeting between Tata Group representatives and Alluri Sitharama Raju District Collector A.S. Dinesh Kumar on Friday. The Collector assured the company of ample supply of both organic and inorganic coffee beans, along with customized grading to meet Tata Group’s standards.

“Tribal coffee growers have been facing exploitation due to the lack of proper marketing channels,” said Mr. Dinesh Kumar. “They are forced to rely on middlemen who often cheat them.”

The Tata Group expressed strong interest in the coffee, having already visited plantations in Beesupuram and Sunkarametta to assess the quality firsthand. They were particularly impressed with the organic coffee cultivation practices.

Amit Pant, Executive Vice President and Business Head of Tata Group, stated that they will acquire and brand the coffee while also providing training to local farmers. “We are confident that ‘Araku Coffee’ has the potential to reach a wider market and benefit the community,” he said.

The meeting was attended by Tata Group Marketing Lead Manager Venkatesh Babu, officials from the Coffee Board, GCC, and other stakeholders.

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