India International Coffee Festival launches mascot 'Coffee Swami'

MUMBAI: In its continuing effort to promote coffees of India and position them in the domestic and global market, the Coffee Board of India besides announcing the launch of the second India International Coffee Festival from the 23 to 25 February 2007, at Bangalore also launched the mascot for coffees of India, ‘Coffee Swami’.

The mascot was launched amidst a gathering of industry leaders, media representatives and several senior technocrats. The official website of the India International Coffee Festival and a short animation film on the "Coffee Swamy" were also launched on the occasion.

Minister of State for Commerce Jairam Ramesh, on unveiling the mascot, said, “We want to establish India International Coffee Festival as a regular branded coffee event in the World Coffee calendar and provide a prominent platform for aggressive marketing and positioning of India."

"Coffee Swami with his infectious smile and enduring character, I am sure will certainly help the Indian Coffee Industry to grow to greater heights. I also would like to see Coffee Swami to aggressively spread Coffee Gyan throughout the length and breadth of the country and to the discerning coffee lovers in the world,” added Ramesh.

Also speaking on the occasion, the Chairman of the board GV Krishna Rau, said, “ India International Coffee Festival is an effort to appropriately position the diversity and strengths of Coffees of India for the discerning coffee lovers in the world. At the same time it is also an effort to position coffee as a preferred beverage within the Indian market by showcasing the opportunities and advantages to develop internal coffee market. A two pronged approach is designed to generate significant employment in coffee retailing in India and to develop sustainable, robust and vibrant coffee economy in the country.”

Coffee Swami, the chosen mascot, represents the coffee bean with its humanoid characteristics. Coffee Swami’s big eyes, conceived to observe consumer behaviour, have been developed in keeping with the current market trends. The large bean shaped Mascot represents the rich, satiating heritage of the popular beverage.

“Coffee Swami would make appearances in various locations of your city; coffee outlets, educational institutions and your friendly neighborhood. With the alluring activities, Swami hopes to position Coffees of India at their rightful position.” said Coordinator IICF, Anil Bhandari.

The Board also announced the activities for the India International Coffee Festival 2007. It would comprise of several Conference sessions, an Exhibition on coffee, a Buyer-Seller Meet, finals of "Flavour of India - The Fine Cup 2007" competition, pre and post event tours to selected coffee tracts of India and a host of other activities.

Delegates and Speakers from many coffee consuming countries are expected to participate in this event

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