The aroma of Araku Arabica coffee beans grown in the Agency belt of Visakhapatnam would soon be wafting through the country and abroad.
After the Coffee Board acquired the geographical indication (GI) for Arabica coffee, to protect its unique identity, grown by the tribal communities of Araku valley, S. Krishna Chaitanya, a coffee aficionado, decided to open a chain of the brand, ‘Araku Aroma’ cafes, across the country.
“The unique property of Arabica coffee comes with different flavours of spices and other condiments grown in Araku valley. Grown organically in the highest elevations of eastern ghats by local communities, the Araku variety of coffee beans has a niche market in France, Sweden, Dubai and Switzerland,” he said on Thursday.
Mr. Chaitanya, founder and CEO, Krish Food and Fun (India), saw a huge potential to popularise the Araku Aroma brand across the country and opened the first Araku Aroma cafe at Punjagutta spread over 1,200 sq. ft. He said he plans to open one of the biggest coffee shops in 6,000 sq. ft. at Banjara Hills or Jubilee Hills soon.
Fifteen more Araku Aroma cafes are to come up in different parts of the city and 10 outlets in the U.S. this year. An added attraction in these coffee shops is ‘Make your own coffee’ concept.
With the blends of their choice of beans to suit individual tastes, strong or lighter, customers can choose a variety of roasted Arabica beans, grind them afresh in a hand grinder and brew the coffee for a refreshing experience, he said.
The cafe also has a collection of books in Telugu and English for those who like to read while sipping a hot cuppa.
The Araku Aroma coffee is free of chicory and has two exclusive varieties – Arakuccino and Lovelatte.
Femina Miss India runner-up and actress Sakshi Gulati is the brand ambassador of the cafe.
“Having travelled the world and tasted many coffee varieties, I feel Araku coffee is the best. I also appreciate the fact that the company is giving back 40% profits to tribals from whom the coffee beans are procured,” she said. Mr. Chaitanya has now applied for patent for his exclusive brews.
source: http://www.thehindu.com / The Hindu / Home> News> Cities / by M.L. Melly Maitreiyi / Hyderabad – January 10th, 2019
