The Coffee Board of India has received bids from two major players — Cafe Coffee Day and Afoozo Private Limited, owned by Vikram Gurbaxani — for a revamping of its iconic India Coffee House (ICH) outlets, Board CEO Srivatsa Krishna said here on Tuesday.
The Board has mooted the revamp of 12 outlets, including one in Parliament House in Delhi, bringing in private players in a revenue-sharing model in an attempt to create a premium brand.
“We want to leverage the ICH brand to promote coffee consumption in the country,” he said.
Krishna said efforts are afoot to get a Geographical Indication tag for coffee grown in different geographical regions in the country, including Wayanad, Kodagu, Mysuru and Chikmagalur.