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Tata Coffee invests 75 crore for freeze driers
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Saturday, 15 July, 2006, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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Tata Coffee has invested Rs 75 crore for its freeze-dried technology. The 2,000 mt per annum freeze dried instant coffee plant is at Theni, near Madurai. Its other instant coffee plant is located at Toopran near Hyderabad.
The company already has spray driers. Freeze drying is a superior preservation method for coffee. All coffee using freeze-drying processes will provide high quality and has far more economical advantages in the long run. Not only that the original flavour colour and texture is retained, besides it becomes a stable product with a long shelf life.
In India, the company is the second largest exporter of instant coffee after Nestle. Almost 95 % of exports are to Russia. Its two coffee brands: Mysore Gold and International Tata Coffee are popular in Europe, Asia and North America. In 2005, the company exported 5,000 tonnes of instant coffee, bulk of which was to Russia and Ukraine. In the US, the instant coffee market is shrinking but Russia and Ukraine are registering the highest sales for instant coffee going by the improved economic conditions post 90s, according to M D Kumar, vice president, Finance, Tata Coffee.
The company is the largest grower- exporter of green coffee where 3,000 to 4,000 is exported annually and primarily in great demand in the Europe and Japan.
Tata Coffee is Asia's largest integrated coffee company. It owns over 20,000 acres across 26 estates in Coorg, Karnataka and produces 10,000 tonnes of coffee annually on its own estates. It acquired over 12,000 acres of tea and coffee estates in the Annamalais region (four tea estates in Tamil Nadu and one in Kerala, and one coffee estate in Tamil Nadu) from Tata Tea and produces 8 million kgs of tea annually.
In the domestic arena, popular brands are Tata Mr Bean, a 53:47 blend of filter coffee and chicory, Tata's Coorg 100 percent pure filter coffee, Tata Café 100 percent pure instant coffee and Tata Kaapi, a 70:30 blend of instant coffee and chicory. It is also aggressively pursuing opportunities in vending through its "Jiffy" vending machines, retailing of roasted coffee beans through franchised outlets and in the institutions segment.
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