Market Study and Development Plan for Wayanad Coffee (KCL-WIFR)

Associating with the Kerala Coffee Limited, a Government of Kerala undertaking, we completed a landmark study called ‘From Filler to Specialty - A Roadmap for Developing Wayanad Robusta’. The report presents a comprehensive market study and business development plan for positioning coffee from Wayanad as a high-value specialty coffee. Grown by over 2,000 tribal and marginal farmers, Wayanad coffee represents not just a product but a legacy rooted in the biodiversity and traditions of the region.

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The study involved field visits and understanding Wayanad’s coffee value chain, examining production practices, post-harvest processes, market dynamics, and evolving consumer preferences. It provides actionable strategies on brand positioning, value addition, and global market engagement, aiming to shift the coffee from a low-value commodity to a specialty coffee with global recognition. The report also outlines a detailed public relations and business roadmap to enhance visibility and create sustainable income for farmers.

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As part of the process, we also supported in launch of the coffee brand Wayanad’s Indian Fine Robusta and helped launch it in the World of Coffee 2024 event in Copenhagen.