Bhubaneswar, Sep 12: From the lush coffee plantations of Koraput to the global diplomatic stage of the BRICS Summit in New Delhi, a distinctive Odisha story has travelled a remarkable distance. Tiger Bright, the premium Arabica coffee cultivated by tribal farmers in the Eastern Ghats of Koraput, was gifted to guests at the BRICS Summit, giving the world a taste of Odisha while showcasing the growing potential of tribal enterprise, value addition and sustainable livelihoods. What began as an effort to build a market for coffee grown in the hills of Koraput has now evolved into a recognised brand carrying the identity of the region far beyond its geographical boundaries.
For the tribal communities of Koraput, the journey of Tiger Bright is much more than the story of a coffee brand. It is a story of opportunity taking root in the hills, of farmers gradually becoming part of an organised value chain and of a local agricultural product finding space on a prestigious international platform. The presence of Koraput Coffee at the BRICS Summit has brought a new dimension to this journey, placing the work of hundreds of tribal farming families before an international audience and demonstrating how products rooted in India’s rural and tribal landscapes can find their place in contemporary markets.
The story begins in the coffee-growing areas of Koraput, particularly the Nandapur and Machhkund zones, where premium 100 percent Arabica coffee is cultivated at elevations of around 920–950 metres. The plantations grow naturally under the shade of trees such as mango, jackfruit and citrus, creating a distinctive agro-ecological environment for coffee cultivation. The cherries are handpicked at peak ripeness and carefully processed, preserving the quality that gives Koraput Coffee its distinctive character. Under the end-to-end support of the Tribal Development Co-operative Corporation of Odisha Ltd. (TDCCOL), the coffee passes through procurement, drying, grading, processing and marketing before reaching consumers.
The organised journey of Koraput Coffee gained momentum with the launch of the “Koraput Coffee” brand on September 11, 2019. The initiative sought to create a structured market for coffee cultivated by tribal farmers and strengthen the value chain so that a greater share of the economic benefit could reach the communities involved in its production. Over the years, the initiative has moved from a relatively small-scale intervention towards a growing coffee ecosystem, with production, procurement, processing, branding and retail expanding together.
The scale of this transformation is reflected in the procurement figures. During the 2025–26 season, TDCCOL procured a record 102.54 metric tonnes of coffee fruit, almost three times the 34.68 MT recorded in 2022–23. Procurement had stood at 34.41 MT in 2024–25. The growth has benefited approximately 360 tribal families, indicating the increasing importance of coffee cultivation as a livelihood opportunity in the region.
The transformation has also been accompanied by efforts to make the procurement process more transparent and farmer-friendly. TDCCOL has shifted from traditional cash transactions to direct digital bank transfers, transferring 1.07 crore directly into the bank accounts of tribal coffee farmers. The initiative has included 71 tribal women farmers, adding an important dimension of inclusion to the growing coffee economy. Smart Cards have also been adopted by 45.7 per cent of coffee growers, helping facilitate farmer identification and digital tracking across the supply chain.
Tiger Bright has gradually established its own identity among coffee consumers. The premium Arabica blend offers bright tropical citrus notes of orange, lemon and sweet lime, complemented by undertones of caramel, chocolate and cocoa. Grown under natural shade and processed with strict hygiene standards, the coffee is sun-dried on raised wooden beds. A carefully balanced blend of light, medium and dark roasts contributes to consistency in taste and gives Tiger Bright a distinctive flavour profile that reflects both the quality of the beans and the character of their place of origin.
The coffee’s growing reputation has also been recognised at the national level. Koraput Coffee won two Fine Cup Awards at KYK 2024 and secured fourth rank in the Coffee Board’s Flavour of India Fine Cup 2024. These recognitions have strengthened the credentials of a coffee that was once primarily known within its region and have helped position Koraput as an emerging coffee-growing destination.
The journey from plantation to consumer has been equally significant. TDCCOL has established eight Koraput Coffee brand cafés across Odisha and Delhi, including at NALCO Damanjodi, creating new avenues for marketing and consumer engagement. During FY 2023–24, these cafés generated 1.64 crore in sales. Alongside the cafés, value-added products have expanded the brand’s reach, with Tiger Bright, roasted beans and instant coffee offerings giving consumers multiple ways to experience Koraput Coffee. More than 10,634 packs of Tiger Bright have been commercialised, signalling the growing demand for a branded product rather than simply an agricultural commodity.
Tiger Bright’s presence at the BRICS Summit assumes special significance. The summit brought together leaders, delegates and media representatives from major emerging economies, providing a platform where India’s diverse economic and cultural strengths could be presented to a global audience. The inclusion of a coffee grown by tribal farmers from Koraput offered a powerful example of how India’s regional products can become ambassadors of local communities and local economies.
The story also reflects the changing nature of tribal livelihood development. Instead of limiting communities to the production of raw commodities, the focus is increasingly shifting towards processing, branding, quality enhancement and market access. When a coffee cherry is transformed into a branded premium product, the value generated by the crop can extend across a much larger economic chain. For farmers, this can create stronger market opportunities; for consumers, it creates a product with a clear geographical and social identity.
