Tata inks MoU to brand Araku Coffee; Starbucks to feature it on menu

Paderu : On the occasion of World Tribal Day, the Andhra Pradesh government signed 21 key Memoranda of Understanding (MoUs) focused on tribal development, including livelihood generation, agricultural expansion, marketing of forest produce, and promotion of tourism.

These agreements were formalised in the presence of Chief Minister Nara Chandrababu Naidu.

Several public and private sector organisations joined hands with the government to promote the marketing of tribal and forest-based products—most notably, Araku Coffee—both within India and internationally.

The Central Rubber Board signed an MoU with ITDA Rampachodavaram to support rubber cultivation through the development of infrastructure and expansion of plantations.

A separate agreement was signed with GCC (Girijan Cooperative Corporation) to boost the sale of tribal products and Araku Coffee, including goods produced by DWCRA women. Under this agreement, MEPMA will also establish Araku Coffee kiosks in various parts of the state.

To expand its global footprint, GCC has signed an MoU with Hathi Services LLC for the retail sale of Tribal Cooperative Corporation products in the United States.

This includes plans to set up joint retail showrooms across India, which will showcase tribal products from Andhra Pradesh and feature Araku Coffee kiosks, enhancing both marketing and employment opportunities for tribal communities.

Leading FMCG company Tata Consumers has signed an MoU with GCC to take the organic Araku Coffee brand to larger domestic and global markets. Additionally, Starbucks is set to introduce Araku Coffee to its menu.

Subco has signed an MoU to create a replicable, sustainable collaboration for the processing of red cherries from tribal farmers at Chintapalli.

MoUs for Promoting Homestays and Tribal Tourism :

ITC signed an MoU with ITDA Paderu to expand its coffee plantations by an additional 1,600 hectares, supplementing its current operations across 4,010 hectares in partnership with a local farmers’ cooperative.

The Coffee Board has also signed an MoU for expanding coffee cultivation in tribal areas, ensuring quality production and promoting sustainable agricultural practices. To strengthen the marketing of products made by tribal women, Frontier Marketing and Easy Mart signed agreements to facilitate sales in rural markets.

Meanwhile, Equip signed an MoU with ITDA to integrate turmeric cultivation, set up processing units, and develop necessary infrastructure for value addition and marketing.

ISB (Indian School of Business) has also signed a significant MoU to raise awareness about the commercial potential of seasonal forest products manufactured by tribal women’s groups.

In the tourism sector, OYO Homes and Homey Huts have entered into an MoU to establish homestays in tribal regions. The initiative aims to provide authentic local experiences for visitors while enhancing livelihood opportunities for tribal families.

The Change Society has signed an MoU to introduce value-based education for tribal students. Additional MoUs have also been signed on natural farming, marketing infrastructure, and sustainable livelihood models.

The AP Tourism Forum has expressed its commitment to developing tribal tourism circuits to boost employment and inclusive growth in the region.