The Coffee Board of India, established under the "Coffee Act VII of 1942," serves as a friend, philosopher and guide to the coffee sector, covering the entire value chain. Under the administrative control of India's Ministry of Commerce and Industry, its core activities focus on research and development, technology transfer, quality improvement, development support and promotion of coffee in both domestic and export markets.

Praveen HJ is the CEO of the Atal Incubation Centre - Central Coffee Research Institute - Centre for Entrepreneurship Development (AIC-CCRI-CED). With over 12 years of experience in entrepreneurship development and startup incubation, he is passionate about mentoring early-stage startups to raise funds and scale up. Praveen has worked on a Triangular Cooperation project with India’s Ministry of Agriculture, Ministry of External Affairs, GIZ Germany and the Government of Malawi.

Having founded and co-founded startups himself, he understands the challenges and opportunities that come with building a business from the ground up. His mission is to empower entrepreneurs with the skills, resources, and connections needed for sustainable growth.

Praveen HJ shares details about the Coffee Board in this interview:

What are your thoughts on India's coffee market and growth projection?

India's coffee market is experiencing steady growth, fueled by urbanization, rising disposable incomes, and a growing cafe culture among young consumers. Specialty coffee shops like Starbucks and Café Coffee Day have played a significant role in this shift, driving demand for premium, artisanal coffee. The rise of e-commerce has further increased access to specialty coffee, encouraging interest in home brewing and unique blends. Industry forecasts project annual growth of 8%-10% over the coming years, with notable trends in premiumization, health-conscious consumption, and innovative products like cold brews and ready-to-drink options. Sustainable and ethically sourced coffee is also on the rise, mirroring global consumption trends.

What is the Atal Incubation Centre?

The AIC-CCRI-CED is a technology business incubator established at the Coffee Board's Bengaluru headquarters. Formed in collaboration with the Central Coffee Research Institute (CCRI) and Atal Innovation Mission (AIM), its primary goal is to support and nurture startups in the coffee sector.

The objectives:

1. Foster an environment that drives business innovation
2. Incubate and graduate at least 100 innovative startups within five years
3. Create opportunities for young entrepreneurs and youth employment
4. Address industry challenges with entrepreneurial solutions to boost India's coffee quality and quantity

Why did the Coffee Board collaborate with HP Industrial Print for packaging assistance?

Many early-stage coffee startups struggle with branding, product information and packaging quality — all critical to market success. To address this, AIC-CCRI-CED partnered with HP India Sales Pvt Ltd. The collaboration aims to equip coffee-based startups with the tools, knowledge, and connections to master packaging, enabling them to improve their market appeal and grow their brands.

What packaging challenges do coffee startups face, and how does this collaboration help?

A major challenge for coffee startups is preserving product freshness and extending shelf life. In a crowded market, strong branding and appealing packaging play a crucial role in capturing consumer attention. The AIC-CCRI-CED and HP collaboration provides startups with expert knowledge, mentorship, and market insights on new printing technologies and current packaging trends. These resources enable startups to create attractive, functional, and market-ready packaging, ultimately supporting their growth and competitiveness.

How will this collaboration benefit coffee startups?

This partnership with HP India Sales Pvt Ltd will drive packaging innovation and cost efficiency for startups. It enables them to access advanced packaging technology that preserves coffee quality and extends shelf life, enhancing freshness and consumer satisfaction. Unique packaging designs help startups stand out in a crowded market, while tailored solutions meet regulatory requirements and align with startup budgets. Collectively, these efforts strengthen brand identity, open up new market opportunities, and drive operational efficiency.

What's the role of sustainability in the packaging solutions?

Sustainability is a key focus of this collaboration. As consumer demand for eco-friendly products rises, the Coffee Board and HP are committed to providing sustainable packaging options, including recyclable, biodegradable, and compostable materials. Additionally, the partnership emphasizes energy-efficient manufacturing and reduced packaging sizes, minimizing environmental impact. By adopting sustainable practices, coffee startups can align with consumer preferences, bolster brand appeal, and contribute to global sustainability goals.

Can you share success stories of coffee startups leveraging innovative packaging?

1. Amyra Farms: Supported by AIC-CCRI-CED and HP, this startup used customized digital printing and packaging for its corporate gifting products. Enhanced packaging design improved product appeal, leading to increased orders for corporate gifts and a broader customer base.
2. Bean Loop: Focused on coffee-based skincare solutions, Bean Loop leveraged HP’s digital printing and branding support to revamp its packaging. The new, eco-friendly designs resonated with environmentally conscious consumers, boosting brand recognition and improving market penetration.

Any advice for coffee startups on communicating packaging needs?

To get the most from digital solution providers, startups should clearly outline their brand identity, functional packaging needs (like freshness preservation), and sustainability goals. Providing design preferences, regulatory requirements, budget constraints, and project timelines enables vendors to deliver tailored, efficient solutions that meet their specific needs.

A successful packaging company should prioritize customization and flexibility, offering tailored solutions that meet branding and product needs. They must also focus on sustainability, utilizing eco-friendly materials and features that preserve coffee freshness, like airtight seals and degassing valves. The company should offer innovative technology, cost-effectiveness, and regulatory compliance while maintaining fast, reliable service. These qualities ensure the packaging enhances both functionality and brand visibility, giving startups a competitive edge.

Thanks for sharing your knowledge with the Dscoop community!

You're welcome! Thanks for the opportunity to share this initiative with other HP technology users.