@article{Chengappa:277025,
      recid = {277025},
      author = {Chengappa, P.G. and Devika, C.M. and Manjunatha, A.V.},
      title = {Coffee Value Chains in India: Exploring Sustainability  Oriented Markets},
      address = {2018-07},
      year = {2018},
      abstract = {Indian coffee sector is at an important point of  transition, wedged between quality and value segments of  the market. The trend towards Robusta has reduced the share  of Arabica coffee resulting in moving away from the quality  segment of the market. The value chain analysis of  conventional, certified, and organic coffee indicated that  chains for coffee are largely diffuse in nature, with  limited coordination in terms of quality and specifications  in the conventional chain. Coordination is stronger in  certified and organic chains, but incentives and motivation  for upgrading largely stem from individual efforts to add  value rather than those taking place at the chain-level.  Clearly, organic and certified coffee proved to beneficial  as compared to conventional coffee in terms of gains to the  actors and sustainability point of view. There is a  potential niche for India to develop eco-friendly coffees  by leveraging the natural environment and biodiversity  present in its coffee growing region   Western Ghats, a  hotspot of biodiversity. These suggest that integrating  sustainability principles in a broad-based branding  strategy could be difficult at the level of the chain  without institutional support or the entry of chain  champions. 

Acknowledgement :  The authors thank the  Research Funding Agency - Norwegian Research Council s  NORGLOBAL and the Norwegian Institute of International  Affairs (NUPI) for their contribution.},
      url = {http://ageconsearch.umn.edu/record/277025},
      doi = {https://doi.org/10.22004/ag.econ.277025},
}