Paper Contents
Abstract
Koraput Coffee, a specialty Arabica variety cultivated in the tribal region of Koraput, Odisha, has emerged as a symbol of rural entrepreneurship, ethical sourcing, and sustainable agriculture. Grown under forest canopies at high altitudes by indigenous communities, the coffee has attracted attention for its distinct flavor profile and organic cultivation methods. This study investigates the branding evolution and market penetration of geo-tagged Koraput Coffee using secondary data from government reports, institutional records, news articles, and branding case studies.Following its inclusion under the shared Araku Valley Arabica Geographical Indication (GI) tag in 2019, Koraput Coffee has seen substantial institutional support from the Odisha government, TDCCOL, and APEDA. Strategic partnerships with Tata Coffee and branding consultancies have led to a growing national and limited international presence. The research explores branding components such as visual identity, digital promotion, and ethical narr
Copyright
Copyright © 2025 Santosh Sahu. This is an open access article distributed under the Creative Commons Attribution License.
