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BEVERAGE

Araku Coffees, from Eastern Ghats, available for sale online in India
Saturday, 13 April, 2019, 13 : 00 PM [IST]
Our Bureau, Mumbai
Araku Coffee is now available for sale online in India. Consumers can purchase it via the official Indian website of the certified organic, luxury coffee brand, that finds its origins in the ancestral terroirs of the Araku Valley in Andhra Pradesh is grown by the Adivasis of the Eastern Ghats and developed by international coffee experts.

Araku Coffee will be available online to start with, shipping across the country with four customised variants.

Araku's Signature coffee symbolises the aromatic balance and fullness of Araku coffees. It has chocolate, spice, and herbaceous aromas. It is a coffee with an exquisite, bold character.

Araku Selection is a particularly strong and full-bodied coffee with a subtle hint of bitterness. It has butter and spice aromas.

Coming from a few micro-estates of same terroir and one uninhabited bio-diverse island, MicroClimate is full-bodied with bold notes verging on fruity, almost caramelised, with a touch of bitterness.

A characteristically rich, smooth coffee. Araku Grand Reserve represents the perfect balance between fullness and intensity. It exhibits complex notes of berry and citrus, spices, caramel, vanilla, and leather.

Earlier, it made its debut in Paris by retailing at the brand’s boutique on the iconic Rue de Bretagne – Marais and the finest gourmet stores in France.

Elaborating on the brand’s journey and business model, Manoj Kumar, chief executive officer, Naandi, and co-founder, Araku Coffee said, “By retailing in Paris with a flagship store in the Marais region and winning best coffee awards in France, we have started rewriting history for the Adivasi farmers, the Araku region, Indian coffee, and social entrepreneurship.”  

Araku is grown in the world’s largest certified organic plantations, in micro-lots and selectively harvested to fully express the richness of its unique character. Combining smoothness, balance, and roundness, Araku coffee is pure Arabica, with a rare aromatic profile and is certified as an organic fair-trade product.

The brand has been developed by an international panel of experts, including agriculturist David Hogg, French coffeeologist Hippolyte Courty and coffee specialist Sherri Johns.

Courty, one of the top coffee experts in France, uses his know-how of terroirs, coffee and wine to participate in each step of the seed-to-cup process. In fact, the coffee plantations are managed according to the principles of terroir – like a vineyard – to manually craft an international-grade award-winning coffee. Araku offers the first terroir-based coffee varieties in the world.

Apart from having captured the attention and palates of international coffee aficionados, and the discerning French audience, farmers of Araku Coffee have received global recognition, right from being named as Landscape Heroes by Germany-based Global Landscapes Forum (GLF) to bagging the Gold Medal for the best biodegradable coffee pods in the Prix Epicures OR 2018 Award in Paris.

The brand will also be retailing its signature coffee accessories, designed by award-winning Scandinavian designers Anderssen and Voll. The coffee accessories have been designed to introduce consumers to coffeeology, i.e., the art of enjoying an enhanced coffee experience that goes beyond the cup.
 
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