Kerala Forest Development Corporation Expands into Beverage Market with 'Athma' Brand
The Kerala Forest Development Corporation is launching its first tea products and a new coffee line under the name 'Athma' this September. The brand will utilize crops grown at state-managed plantations in Mananthavady, Nelliyampathy, Munnar, and Gavi.
Key takeaways
- KFDC is launching the 'Athma' brand in September to market locally grown tea and coffee.
- This move marks the corporation's first official entry into the commercial tea market.
- The brand name was selected through a public social media campaign and expert consultations.
- Production will utilize raw materials from KFDC plantations in Mananthavady, Nelliyampathy, Munnar, and Gavi.
What Happened
The Kerala Forest Development Corporation (KFDC) announced the introduction of a new beverage brand named Athma, scheduled for a September release. According to KFDC Mananthavady Divisional Manager Sajeer K.V., these products will be sold through the corporation's established Vanopahar marketing channel. While the organization has previously sold unblended coffee, this launch marks its inaugural expansion into the tea market.
Background
The naming process for the brand involved public participation and professional consultation. Forest Minister Shibu Baby John solicited naming suggestions via social media platforms, with the final selection being made following expert reviews. The supply chain for the brand is entirely internal, utilizing raw materials from various KFDC-managed locations.
Key Facts
- Tea will be sourced specifically from the KFDC plantation in Mananthavady.
- Coffee beans are harvested from plantations located in Nelliyampathy, Munnar, and Gavi.
- The Athma brand will operate as a subset of the existing Vanopahar brand umbrella.
- This initiative represents the KFDC's first time marketing tea products to the public.
Sources reviewed
Project Chintan independently synthesized and analyzed information cross-checked across the sources listed above.
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