After mines and minerals of the state, corporate India has started showing interest in Odisha’s farm produce. The salt to software conglomerate, Tata Group, has acquired the marketing rights of Koraput Coffee. The Tribal Development Cooperative Corporation of Odisha Limited (TDCCOL), the apex body entrusted with the task of protecting tribal interests, has signed an agreement with Tatas to sell the local beans. Many wonder what was the reason for government of Odisha to sign an MoU with Tata. Could the company not have bought the produce as a general buyer? That might have helped the farmer get competitive price. Is the state government ensuring no competition comes to play, while Tata procures the coffee? There will be no mention of Koraput anywhere in the marketing process. Excerpts of an interview with TDCCOL’s Managing Director Mansi Nimbhal.
Tatas have taken the marketing rights of Koraput Coffee. Should not the state government and the TDCCOL encourage people of Koraput to process the coffee they cultivate themselves and market it?
We have formed six coffee producers’ groups and youth are also being trained for this purpose. But, the most important thing to ensure the quality of coffee is it needs to be processed (depulping) within 6-7 hours of its harvest. But farmers go out for their work in the morning and return at 5 pm. They are not in a position to engage in depulping of coffee. Besides, they don’t have the machines. Even if we provide them machines for depulping, they need to dry coffee for 11 days after depulping. This is a cumbersome process which needs to be followed under proper guidelines. This is why we have granted permission to Tatas to process and market the product. The company will follow the guidelines to do all process.
Tatas will sell the local brew under a brand name of their choosing. Don’t you think Odisha’s importance will get lost in the process?
This is good news that the company procured Koraput Coffee. We have opened the market chain through the company. This is a breakthrough. Tatas have a big market chain and will sell our coffee in various markets. We will get good response when they sell Koraput Coffee. In fact, we are launching a new product to promote our own coffee brand. Just wait 2-3 weeks when I launch the new product, Odisha’s brand will be known and recognised.
Instead of giving Koraput Coffee to Tatas, would not it have been better to promote local products through local startups?
Don’t ask too many questions. Why are you running after Tatas? This news is only meant for marketing Koraput Coffee.
The state government is investing more money in machines. Should not we invest in creating supply chain infrastructure?
Everything is going on. See, this is a parallel thing. If we create a capacity building without procuring machineries, how can we process it? So, human infrastructure and machines are being developed.
Tatas are present in multiple sectors in the state like mines, ports, hospitality and power and now they will market coffee under their branding. Will turmeric from Kandhamal be the next product in their bag?
There is nothing wrong about it. Tatas are even looking to Kandhamal turmeric market as well. Private associations need to promote Odisha’s brand. We don’t think by selling our products private player will be able to enhance their brand names.
TDCCOL procured only 23 MT of ripe coffee berries from SHGs when they produce over 100 MT of coffee. Later, TDCCOL’s procurement dipped to 9.5 MT. What is the reason behind such poor procurement?
Those times were different. We are in a process of procuring 100 per cent coffee produced by farmers in Koraput this year. TDCCOL is planning to buy 500 MT of coffee this year. The state government is interested in developing the entire Koraput region and make it a stock point of Koraput Coffee. The District Collector has been directed to start new plantations and maintain existing ones.