A CASE STUDY ON MARKETING CHALLENGES FACED BY COFFEE PROCESSING INDUSTRY IN COORG DISTRICT

Coorg is the hub for coffee production. It is the livelihood for 80% of its residents. Every farmer in Coorg produce around 50-500 bags of coffee each year. It is an annual crop. Most of the farmers depends upon the coffee. Coorg is the sixth immense coffee manufacturer in the globe. Cultivating coffee is slow meticulous process. Once the berries are plucked it is like an industry process. The coffee cherry is roasted up to coffee beans & finally converted into coffee powder. Coffee producers face many challenges like nature fury, no proper rains, labour problems, and marketing challenges. The demand for coffee also varies from year to year, and it is dependent on global prices too. The farmers work very hard and finally has to face challenges for marketing produce. This paper focuses on the marketing challenges and its support from coffee board and other sources in order to market the product and economically depend on the income.