Mahindra & Mahindra Group Chairman Anand Mahindra, who has a very active social media presence, recently appreciated Andhra Pradesh Chief Minister Chandrababu Naidu for his visionary promotional strategies that catapulted Araku Coffee to the international arena. In a X (formerly Twitter) post, Mahindra praised Naidu’s initiatives for promoting Araku Coffee globally and attributed the Nandi Foundation, where Mahindra is the Chairman, as being instrumental to this achievement.
Mahindra’s post quickly trended and went viral, triggering a flood of conversations about Naidu’s creative marketing strategy. Mahindra highlighted how Araku Coffee is being promoted in upscale cafes in Paris, featuring digital screens that promote the rich tribal heritage of the Araku region. The coffee itself is packaged in the bright, colorful traditional dress of the tribal groups, reflecting India’s colourful diversity – an attention to detail that will speak loudly to the hearts of international coffee consumers.
Under Naidu’s guidance, the main goal is to bring Araku Coffee into international prominence. To ensure this, he has joined hands with industrialists under the Nandi Foundation, which is headed by Mahindra. The initial Araku Coffee stall in Paris was inaugurated under Mahindra’s supervision, and another stall is on the cards already.
Araku Coffee is cultivated organically by tribal families at an altitude of 3,600 feet, on 1.5 lakh acres of land, practicing traditional, chemical-free cultivation methods. The government of Andhra Pradesh has been going out of its way to encourage Araku Coffee, even organizing special counters in the state Assembly and Parliament, a record not set by any other state government in India.
As more demand for organic, high-quality coffee increases, the Andhra Pradesh government vows to increase Araku Coffee cultivation and global distribution. The Nandi Foundation remains a major facilitator in promoting this distinctive brand of coffee to new heights of success, where it becomes part of the world coffee map.
