INTRODUCTION

Introduction of the study.

Chevrolet also known as Chevy, is an American brand of vehicle produced by General Motors (GM). Chevrolet was founded by Louis Chevrolet and ousted General Motors founder William C. Durant on November 3, 1911. In 1918 it was acquired by General Motors. Chevrolet was positioned by Alfred Sloan to sell mainstream vehicles to compete with Henry Ford's Model T in the 1920s, with "Chevrolet" or "Chevy" being synonymous with GM. In North America, Chevrolet produces and sells a wide range of vehicles, from subcompact automobiles to medium-duty commercial trucks, whereas in Europe, the brand name is used mainly for automobiles produced in Korea by General Motors.

Introduction about market.

The essence of modem marketing concept is that every single element of business should be geared up and oriented towards attaining buyers satisfaction and value customer's main sellers. Hence marketing should know surely who will buy, why they buy and also who is competing with him. .

However marketing is much more than just isolated business function. It is philosophy that guides the entire operation. In this modern market consumer is the king" hence the produces fate is deciding by the action of the consumer I e., by earthier buying the product or rejecting it. So more than 40% of our population is below poverty line. In the modem market the main aim of the business is to have an handsome profit and the next is to satisfy the consumer.

Marketing management.
Marketing management is the process of planning and executing the conception pricing promotion and distribution of idea's good services and idea to create exchanges with the target group that satisfy individual and organizational objectives. Marketing managers cope with their task carrying out marketing research planning implementation and control with in marketing planning marketers must make decision an target markets, market position product development, pricing distribution channel, physical distribution & communication and promotion.

The marketing concept:

Market focus:

No company or management can operate in every market and satisfy every need companies do best where they defines the boundaries of their market carefully.

Customer's orientation:

The customer orientation thinking required the company to Carefully define customer's needs from the customer's point of view, not from its own point of view. The company's aim is not only to satisfy but also delight the customer.

Co-ordinate marketing:

It refers to two things first, the various marketing functions, Sales, forces, advertising, marketing research etc. must be co-ordinate among themselves. Second marketing must be well co- ordinate with the others department in the company.

Profitability:
The purpose of marketing is to help organization to achieve heir goal. In case of private firm the major goal is the profit, but in case of government or public organization it is surviving and attracting enough funds to perform their work. Actually marketing people focus on identifying profit opportunities.

Hypothesis:

Hypothesis is assumption for the problem to be solved. If we under take research work from certain point, this point constitutes hypothesis.

It presumes that the market share of in chikmagalur city is much encouraging and enough to the targeted as per hypothesis.

Objectives of the Study :

1. To know the consumer taste and preferences 2. To know the consumer band awareness towards different brands. 3. To observe the reaction of cons about Quality and Durability. 4. To know the consumer awareness towards comparison of Quality and price. 5. To study the knowledge of consumers regarding Cheverlet

6. To know the effect of advertisement on different class of people.

7. To collect the suggestions for improvement of Chevrolet 8. To know the market share of chevrolet in chikmagalur city. 9. To collect the data about who all are comparatives of chevrolet

A Methodology of the Study :

This marketing research included all those activates, which enable in to obtain

information needed to fulfill the objectives. The data are collected by primary data and secondary data, which are, centered part of research activities

Primary data:

A Interview with dealers of chevrolet in Chickmagalur city To know the consumers buying behavior towards the product Interview was made to get the suitable information and answer. a. Dealer relation with chevrolet b. Marketing mix strategy.

B Interview with the customers. The questionnaires were prepared to know the consumers behavior toward Chevrolet with different income group and different Qualified persons.

Secondary data:

The sources of secondary data is also used to prepare this report

They are (1) Internet. (2) News paper and magazine (3) Trade journals (4) Enclyopedia (5) Companies annual report (6) Textbooks

A Scope of the study: -

As we know that Chevrolet is having a dominated market Share in Automobile market.

This study attempts to give much more Information to give much more information to acquire potential market and come out some new innovations.

The scope of study is restricted to the study of "Consumer Attitudes towards Chevrolet in Chikmagalur City"

a) The Chevrolet is targeted to all classes of people except lower-Class b). It brings out the detail regarding history. c). It helps to define the probable market for product. d) It is helpful in identifying marketing opportunities problems.

Limitation of the study:

1. Analysis of questionnaire on the basis of annual income could not analysis on each. 2. Uncontrollable variables like cultural back ground have not been considered. 3. The study is limited to Chikmagalur city only. 4 . The sample size is limited due to time and cost factor.

HISTORY OF COFFEE
Over the door of a Leipzig coffeeshop is a sculptural representation of a man in Turkish dress receiving a cup of coffee from a boy. Coffee use can be traced at least to as early as the 9th century, when it appeared in the highlands of Ethiopia. According to legend, Ethiopian shepherds were the first to observe the influence of the caffeine in coffee beans when the goats appeared to "dance" and to have an increased level of energy after consuming wild coffee berries. The legend names the shepherd "Kaldi." From Ethiopia, coffee spread to Egypt and Yemen., It was in Arabia that coffee beans were first roasted and brewed similarly as they are today. By the 15th century, it had reached the rest of the Middle East, Persia, Turkey, and northern Africa. In 1583, Leonhard Rauwolf, a German physician, gave this description of coffee after returning from a ten year trip to the Near East: A beverage as black as ink, useful against numerous illnesses, particularly those of the stomach. Its consumers take it in the morning, quite frankly, in a porcelain cup that is passed around and from which each one drinks a cupful. It is composed of water and the fruit from a bush called bunnu. From the Muslim world, coffee spread to Italy. The thriving trade between Venice and North Africa, Egypt, and the Middle East brought many goods, including coffee, to the Venetian port. From Venice, it was introduced to the rest of Europe. Coffee became more widely accepted after it was deemed a Christian beverage by Pope Clement VIII in 1600, despite appeals to ban the "Muslim drink". The first European coffee house opened in Italy in 1645. The Dutch were the first to import coffee on a large scale, and they were among the first to defy the Arab prohibition on the exportation of plants or unroasted seeds when Pieter van den Broeck smuggled seedlings from Aden into Europe in 1616. The Dutch later grew the crop in Java and Ceylon. Through the

efforts of the British East India Company, coffee became popular in England as well. It

was introduced in France in 1657, and in Austria and Poland after the 1683 Battle of Vienna, when coffee was captured from supplies of the defeated Turks. When coffee reached North America during the colonial period, it was initially not as successful as it had been in Europe. During the Revolutionary War, however, the demand for coffee increased so much that dealers had to hoard their scarce supplies and raise prices dramatically; this was partly due to the reduced availability of tea from British merchants. After the War of 1812, during which Britain temporarily cut off access to tea imports, the Americans' taste for coffee grew, and high demand during the American Civil War together with advances in brewing technology secured the position of coffee as an everyday commodity in the United States. Noted as one of the worlds largest, most lawfully valuable traded commodity after oil, has become a vital cash crop for many Third World countries. Over one hundred million people in developing countries have become dependent on coffee as the primary source of income (Ponte 1). Coffee has become the primary export and backbone for African countries like Uganda, Burundi, Rwanda, and Ethiopia as well as other Central American countries . Biology Illustration of Coffea arabica plant and seeds The Coffea plant is native to subtropical Africa and southern Asia.[It belongs to a genus of 10 species of flowering plants of the family Rubiaceae. It is an evergreen shrub or small tree that may grow 5 meters (16 ft) tall when unpruned. The leaves are dark green and glossy, usually 1015 centimeters (3.95.9 in) long and 6.0 centimeters (2.4 in) wide. It produces clusters of fragrant, white flowers that bloom simultaneously. The fruit berry is oval, about 1.5 centimeters (0.6 in) long, and green when immature, but ripens to yellow, then crimson, becoming black on drying. Each berry usually

contains two seeds, but from 5 to 10 percent of the berries have only one; these are called peaberries. Berries ripen in seven to nine months. Cultivation Coffee is usually propagated by seed. The traditional method of planting coffee is to put 20 seeds in each hole at the beginning of the rainy season; half are eliminated naturally. Coffee is often intercropped with food crops, such as corn, beans, or rice, during the first few years of cultivation.

Map sho win g area s of coff ee culti vati on r: Coff ea canephora m: Coffea canephora and Coffea arabica. a: Coffea arabica.

The two main cultivated species of the coffee plant are Coffea canephora and Coffea arabica. Arabica coffee (from C. arabica) is considered more suitable for drinking than robusta coffee (from C. canephora); robusta tends to be bitter and have less flavor than arabica. For this reason, about three-fourths of coffee cultivated worldwide is C. arabica.[ However, C. canephora is less susceptible to disease than C. arabica and can be cultivated in environments where C. arabica will not thrive. Robusta coffee also contains about 4050 percent more caffeine than arabica. For this reason, it is used as an inexpensive substitute for arabica in many commercial coffee blends. Good quality robustas are used in some espresso blends to provide a better foam head and to lower the ingredient cost.[24] Other cultivated species include Coffea liberica and Coffea esliaca, believed to be indigenous to Liberia and southern Sudan, respectively. Most arabica coffee beans originate from either Latin America, eastern Africa, Arabia, or Asia. Robusta coffee beans are grown in western and central Africa, throughout southeast Asia, and to some extent in Brazil. Beans from different countries or regions usually have distinctive characteristics such as flavor, aroma, body, and acidity. These taste characteristics are dependent not only on the coffee's growing region, but also on genetic subspecies (varietals) and processing. Varietals are

generally known by the region in which they are grown, such as Colombian, Java, or Kona.

Ecological effects
A flowering Coffea arabica tree in a Brazilian plantation Originally, coffee farming was done in the shade of trees, which provided habitat for many animals and insects.[27] This method is commonly referred to as the traditional shaded method. Many farmers (but not all) have decided to modernize their production methods and switch to a method where farmers would now use sun cultivation, in which coffee is grown in rows under full sun with little or no forest canopy.

This causes berries to ripen more rapidly and bushes to produce higher yields but requires the clearing of trees and increased use of fertilizer and pesticides.[28] Traditional coffee production, in the other hand, caused berries to ripen more slowly and it produced lower yields compared to the modernized method but the quality of the coffee is allegedly superior. In addition, the traditional shaded method is

environmentally friendly and serves as a habitat for many species.Opponents of sun cultivation say environmental problems such as deforestation, pesticide pollution, habitat destruction, and soil and water degradation are the side effects of these practices.[27] The American Birding Association has led a campaign for "shade-grown" and organic coffees, which it says are sustainably harvested.[29] While certain types of shaded coffee cultivation systems show greater biodiversity than full-sun systems, they still compare poorly to native forest in terms of habitat value,[30] and while this may be true they are still the next best thing, considering how in many places native forests no longer exist.

Production
Brazil is world leader in production of green coffee followed by Vietnam and then Indonesia.

Top Ten Green Coffee Producers 2007 Country Brazil Vietnam Indonesia Colombia Mexico India Ethiopia Guatemala Honduras Uganda Production (Int $1000) Footnote Production (MT) 1,781,684 809,384 622,986 558,050 254,148 224,829 212,566 177,084 155,860 152,066 C C C C C C C C C C 2,179,270 990,000 762,006 682,580 310,861 275,000 260,000 216,600 190,640 186,000 F F F F * Footnote

No symbol = official figure,F = FAO estimate, * = Unofficial figure, C = Calculated figure; Production in Int $1000 have been calculated based on 1999-2001 international prices

Economics
Brazil remains the largest coffee exporting nation, but in recent years Vietnam has become a major producer of robusta beans. Colombia is the third exporter and the largest producer of washed arabica coffee. Robusta coffees, traded in London at much lower prices than New York's arabica, are preferred by large industrial clients, such as multinational roasters and instant coffee producers, because of the lower cost. Four single roaster companies buy more than 50 percent of all of the annual production: Kraft, Nestl, Procter & Gamble, and Sara Lee.[32] The preference of the "Big Four" coffee companies for cheap robusta is believed by many to have been a major contributing factor to the crash in coffee prices,[33] and the demand for high-quality arabica beans is only slowly recovering. Many experts believe the giant influx of cheap green coffee after the collapse of the International Coffee Agreement of 19751989 led to the prolonged price crisis from 1989 to 2004.[34] In 1997 the price of coffee in New York broke US$3.00/lb, but by late 2001 it had fallen to US$0.43/lb.[35] In 2007, wholesale coffee was about US$1/lb (e.g. 69 cents in London in March to 134 cents in New York in October), with robusta being about 70% of the price of arabica. Retail prices varied from an average of $3 in Poland to $3.50 in the US to $17 in the UK.[36] The concept of fair trade labeling, which guarantees coffee growers a negotiated pre-harvest price, began with the Max Havelaar Foundation's labelling program in the Netherlands. In 2004, 24,222 metric tons out of 7,050,000 produced worldwide were fair trade; in 2005, 33,991 metric tons out of 6,685,000 were fair trade, an increase from 0.34 percent to 0.51 percent.[37][38] A number of studies have shown that fair trade coffee has a positive impact on the communities that grow it. A study in 2002 found that fair trade strengthened producer organizations, improved returns to small producers, and positively affected their quality of life.[39] A 2003 study concluded that fair trade has "greatly improved the well-being of small-scale coffee farmers and their families"[40] by

providing access to credit and external development funding[41] and greater access to training, giving them the ability to improve the quality of their coffee.[42] The families of fair trade producers were also more stable than those who were not involved in fair trade, and their children had better access to education.[43] A 2005 study of Bolivian coffee producers concluded that Fairtrade certification has had a positive impact on local coffee prices, economically benefiting all coffee producers, Fairtrade certified or not. The production and consumption of "Fair Trade Coffee" has grown in recent years as some local and national coffee chains have started to offer fair trade alternatives.

Coffee Preparation
From the very beginning of its obscure origins in Ethiopia, where it was discovered by a dancing, frolicsome goatherd, coffee has captured the attention of millions with its unique taste and aroma. It quickly travelled the world through the hands of those who wished to make this coveted bean their own. The means of transport were often unconventional, to say the least. The worlds desire for coffee was so great that transport methods often bordered on the illegal. Coffee was such a sought after commodity that it was often stolen, smuggled out of the country and shipped to foreign lands illegally. From being strapped to the stomach of a clever pilgrim and smuggled out of the country, to being stolen and engaged in an overseas flee, to being involved in a James Bond like stunt, coffee eventually found its way into the hearts and lives of people worldwide. No matter what its origin or how it got here, coffee has survived the test of time and remains immensely popular to this day. It is a global commodity, standing second only to oil as a source of foreign exchange to developing countries.

Processing
Inside each coffee berry are two coffee beans. After harvesting, the coffee beans are extracted from the berries, then bagged and transported to processing factories. During preliminary processing, the pulp and the slippery layer surrounding the beans are removed. Once processed, the beans are stored until exporting requirements call for further processing. In this final step, the hull is removed, and the beans are ready to be roasted, ground and brewed.

Most of the coffee processing is done by machine and requires great care. For example, if the pulpers are adjusted too narrowly, the bean can be squashed, cut, or oxidised. If they are accidentally over-dried, they can become bleached, pale and fragile. If under-dried, they tend to become black, or mouldy. These are but a few examples of how improper processing or handling of coffee can affect the ultimate quality of the final product.

Obviously processing greatly contributes to the final quality of the coffee beans.

Berries to Beans
Post-harvest
After picking, the coffee berries are ready for processing. The flowchart below shows common post-harvest processing techniques.

The Dry Method

This is the traditional method of processing coffee. The harvested berries are spread out to dry in sunlight, or sometimes in driers during the wet season. The techniques for drying berries are same as those used for drying beans. After 7 - 10 days, the berries are dried to 10 - 12% moisture. Then, they are stored.

Pre-cleaning and floating:

The harvested products (including the berries, flowers, sticks and leaves) are soaked in a water tank. The over-ripe, undeveloped cherries, leaves and flowers float since they are lighter than water, and are termed "floaters". The "sinkers" include ripe and green cherries, which sink to the bottom of the tank. The floaters are sent to the patio to be dried, and then slated for internal consumption, while the sinkers are processed further.

Pulping
Pulping refers to separating the beans from the berries. This is done using a pulping machine. The internal pressure of the machine is monitored to ensure that it is just right to break open the ripe, soft berries. The coffee beans that are released easily pass through a screen and are collected for further processing. Green berries cannot be pulped since they are harder. These berries are too large to pass through the screen. Together with the pulp, they pass to the end of the barrel system and will eventually be used as compost.

Demucilating
The mucilage is the wet, slippery outer layer of the bean. This layer is removed by friction as the beans move against each other in a machine. This process is termed "demucilating". Removing the mucilage mechanically allows the fermentation step to be shortened or even skipped, thus reducing total water consumption and processing time.

Fermentation
The mucilage is the wet, slippery outer layer of the bean. Fermentation tanks remove the mucilage by biological fermentation. The enzymes in fermentation bacteria

convert the mucilage, which is made up of sugar and pectin, into acids. Fermentation time varies from 16 - 36h, depending on the acidity, temperature, and oxygen level. Over-fermentation can affect the taste of the beans; hence it is important that fermentation conditions are well controlled and monitored.

Drying
Semi-wet and wet processed beans are dried after processing. If this drying process is delayed, the beans can become sour and stink, or become infected by bacteria. Therefore, this step is extremely time sensitive and proper monitoring methods should be employed.

The beans are dried until 88% - 90% of the moisture is removed. Drying can be accomplished by spreading the beans out under the sun or in mechanical dryers. The dried beans are known as "parchment coffee", and are stored.

For sun drying, the beans are dried on a drying patio, a clean concrete yard, or on elevated tables. The drying area should always be free of foreign smells (such as smoke or petrol). Since the drying process takes from 7 to 15 days, the risk of rewetting coffee is high. Rewetting coffee beans can later turn into spongy, mouldy or blotchy beans. To prevent this, the coffee beans are dried in rows, and are frequently turned over. They are covered with canvas when rain threatens and also at night to prevent dew.

For mechanical drying, the temperature and moisture need to be monitored closely. A mere 1 C increase in temperature translates into a 2 - 5% reduction in the moisture content of the parchment. If dried at temperatures higher than required, the beans become crystallized. If dried for a prolonged period, they tend to become bleached and fragile. If insufficiently dried, the quality of the beans deteriorates rapidly during storage, and they are likely to become defective.

Storage
Parchment coffee that is ready for storage should ideally have a moisture content of about 11%. The higher the moisture content, the quicker the decline in quality. Parchment coffee has the protective parchment layer intact; hence it can be stored for up to one year. Once this layer is removed by hulling, the bean is exposed to the action of micro-organisms, and has the potential to become infected by bacteria, resulting in mouldy beans. Hence, green beans are not suitable for long-term storage. Thrashing should only be done when the bean is ready for exporting.

While storing coffee, it is important to minimize the effect of high temperatures and high humidity on the beans. This is achieved by storing the parchment coffee in bulk, such as in large bins, silos or organized piles of coffee bags. This way, the surface area to volume ratio of the coffee beans is reduced, and hence the exchange between the coffee beans and the ambient air is minimized.

The storage area must be free of smoke to avoid contamination and fire; free of insects and animals (such as rats). They should also be located away from other processing facilities such as fermentation tanks, and composting areas, to avoid bacterial infection. It is imperative that the temperature, humidity and the moisture of the storage area be periodically monitored.

Many defective beans are the result of poor storage practices. Re-wetting of the beans during storage can result in spongy, mouldy or blotchy beans. If stored for an extended period of time or under high temperature and high humidity, the beans can become pale. In short, storage is a very crucial process in coffee processing.

Thrashing
Processing prior to exporting is called thrashing. The stored beans are transported out of the storage bins/silos by machines. All of the precautions adhered to during storage should continue to be followed even after loading onto transports. It is

important to ensure that all transporting equipment such as containers is clean, and has no holes or smell that could impair the quality of the beans. Loading should be done in dry conditions, not under rain or direct sunlight. The coffee beans

should continue to be handled with the utmost care to minimize the chances of contaminating them.

Once transported to the thrashing unit, the parchment beans are processed into green beans.

Hulling
Once the beans are dried, all of the layers are removed from the beans. This process is called hulling and is accomplished by using a hulling machine. Wetprocessed coffee has the dried hull removed, while dry-processed coffee has the entire husk removed.

Polishing
Occasionally, coffee beans may be polished in a polishing machine to remove the last bit of silvery skin coating the beans.

Sorting and Grading

Beans are then graded and sorted, first by size, then by density. A screener sorts the beans according to their size. A densimeter sorts the beans by density, into three or more groups by density. Some defective beans (broken, small and undeveloped) are also removed in this process. The beans can further be sorted by an air jet that separates lighter (inferior) beans from heavier (superior) ones.

Since the above steps do not remove all defective beans, manual intervention is necessary to remove the rest. Alternately, a machine can be used to discard beans with

colours different from the ideal blue-green colour, and sort the rest according to their colour characteristics.

Once graded, the beans are packed. Coffee is typically shipped unroasted. These beans are called green coffee

Beans to Brew
Instant Coffee

Brief introduction
Instant coffee is a beverage derived from coffee. It first appeared in the market in 1950s. Since then, instant coffee industry has grown steadily, and has become one of the most popular kinds of coffee drunk by millions of people around the world. This coffee is so convenient and easy to use but the manufacturing process requires very expensive and complex manufacturing.

Processing
Processing instant coffee requires three steps to dehydrate brewed coffee into granules. These three steps are: pre-stripping, extracting soluble coffee solids, and drying.

Pre-stripping:
Before we can extract the soluble coffee solids, the volatile compounds must be removed. This is usually done by passing steam through a bed of ground and roasted coffee.

Extracting soluble coffee solids:

Water is used as the solvent during this process. There are three ways the solids can be extracted: percolation batteries extraction, counter-current system extraction, and slurry extraction.

Percolation batteries extraction:

Coffee is held in a series of vessels. Hot water is passed through the vessels, causing the soluble coffee solids to be extracted. The extracts are later isolated from the battery and spent coffee is discharged.

Counter-current system extraction:

Coffee is placed in the bottom of an inclined cylindrical vessel and later moved upwards by the rotating of two helicoidal screws. Hot water then comes into the

top, causing the extraction of coffee solids, and the solution comes out through the bottom. This process is very expensive and not suitable for small-scale processing.

Slurry extraction:
Water and coffee are agitated together in a tank and separated using a centrifuge. This is also an expensive method.

Drying:
There are two main drying methods used for producing instant coffee: freeze drying and spray drying.

Freeze drying:
In this process, the water in the coffee evaporates naturally and leaves behind a concentrated coffee solution. The concentrate is then slowly frozen to -40 degree Celsius, leaving behind ice crystals. Then, through sublimation (ie.liquid turning into vapour), the ice is extracted from the frozen granules. The dry grain left behind is the instant coffee. Although this methods is very time consuming, this method preserves the flavour better than the spray method.

Spray drying:

The concentrated coffee solution left behind after natural evaporation is sprayed from a high tower into a hot-air chamber.

The circulation of hot air in the chamber removes the water in the concentrate, leaving behind dried coffee powder. Spray drying is much simpler than freeze drying. However, the use of such high temperatures in the spraying process leads to a much higher loss in coffee flavour than the freeze drying method.

If instant coffee needs to be decaffeinated, the decaffeination is carried out

before the roasting process. Please visit the decaffeination (link to decaffeination document) section to learn about the various methods employed for decaffeination.

Pros and Cons

The advantages of instant coffee over regular coffee are instant coffees long shelf life and the simplicity of its use. The dehydrated coffee granules are rehydrated by adding hot water and are accepted by most people as delicious coffee. The major disadvantage of instant coffee is that it can be easily spoiled if not stored in an air-tight dry, container

Decaffeination
In the past few years, there have been a lot of discussions on the impact of caffeine on our health. The pros and cons of caffeine are discussed in the Health section. The controversies associated with caffeine continue to be a subject of debate and research.

Decaffeination is the process during which caffeine is removed from coffee beans. Dr. Ludwig Roselius of Germany was the first to successfully develop a technique to decaffeinate coffee without compromising on quality or flavour.

Coffee with at least 97% caffeine removed is labelled decaffeinated. A decaffeinated eight-ounce cup of coffee contains no more than 5 milligrams of caffeine, compared to the range of 40-180 mg of caffeine found in an equivalent cup of brewed, dripped or espresso coffee. In contrast, decaffeinated coffee costs more than regular coffee. The difference in the price is to account for the extra processing charges incurred by the manufacturer to reduce the caffeine level. The trend to drink decaffeinated coffee is currently on the rise. Consequently, the revenue generated by coffee companies selling decaffeinated coffee is also on the increase.

Decaffeination methods
There are three methods of decaffeination: water decaffeination, supercritical carbon diozide decaffeination and solvent decaffeination.

Water decaffeination
Water decaffeination is the most popularly employed method to decaffeinate coffee. This method simply uses water to extract caffeine from coffee without using any chemical solvents. One of the most famous water decaffeination methods is called Swiss Water decaffeination. This non-toxic process does not compromise the flavour and aroma of the coffee beans.

Supercritical

carbon

dioxide

decaffeination

This method used carbon dioxide to remove caffeine. In this process, the combination of high temperature and pressure enables carbon dioxide to become a solvent. The word "supercritical" in this context means the process occurs "above both critical temperature and pressure".

Supercritical carbon dioxide method is said to be the best of the chemical decaffeination processes currently in use. This method uses carbon dioxide, which is more stable than the other chemicals employed for caffeine extraction. Residual carbon dioxide can be safely vented into the atmosphere without any harmful effects on the environment. In addition, precise control over temperature and pressure can selectively remove caffeine leaving most, if not all, of the flavour intact. Removing 97-99% of a coffee's caffeine is possible employing this method. In addition, this method leaves behind little or no toxic residue and is therefore not usually a health concern.

The disadvantages of using this method include the fact that it's rather costly, since the high pressure used requires expensive equipment.

Solvent decaffeination
This is the oldest method used to extract caffeine from coffee. This process involves soaking coffee beans in a caffeine-absorbing solvent. The caffeine soaks into the solvent and the solvent containing the caffeine is separated from the beans. The process of soaking and extraction is repeated until the caffeine level reaches the desired level.

This method of extraction is the least desired method as the solvents used have the potential of leaving behind a toxic residue in the beans.

After the coffee beans have been decaffeinated, they're passed onto the roasting process.

Today, Advanced methods and techniques, customers can choose from a wide assortment of high quality decaffeinated coffee. With the current trends in health awareness, the decaffeinated coffee industry is poised to grow immensely.

gular method of processing

1. Blending 2. Grinding 3. Roasting After being packaged, green coffee beans must go through a series of steps to become the hot brewed cup of coffee for us to drink. When it comes to regular coffee, coffee beans are first roasted to release the flavour compounds they obtain. After the roasting process is finished, roasted coffee beans are passed on to Blending (if desired). Blending creates a cup of coffee with a unique taste and aroma; hence it may satisfy those who dont feel content with just a certain type of coffee. Then the coffee beans are ground using grinders, the size of which heavily depends on the brewing

methods employed. These brewing methods vary, and its often hard to tell which one is the best to utilise. After the brewing has finished, you can definitely enjoy your cup of coffee.

1. Blending
Purpose

There are different reasons to mix coffee together. The first goal, of course, is to make a cup of coffee which is of higher quality. The second is to use the lower quality coffee beans in the blend. The consistency from crop year to year is also a reason; since growing coffee is still dependent heavily on nature. A stable taste cannot be obtained if you just use coffee from one specific region. Moreover, some major brands tend to be dominant in the marketplace (i.e.: they tend to buy coffee from one place for its special flavour). Blending coffee serves as a solution to the problem, as it helps to source coffee from less expensive regions.

Method How many types should there be in a coffee blend? As coffee tastes vary considerably from type to type, you often do not need more than 5 types of coffee in a blend. Such a blend should be a fanciful and tasty one. (Provided that you are aware of the flavours of the beans which are used in the blend).

Before or after roasting - which is better?

There are different ideas about when to blend coffee: before and after roasting. In fact, every type could roast a bit differently, but this is only a minor difference. Many people choose to blend their coffee before roasting. Of course, with some coffees which are more dense or too great (small) in size, we should blend after roasting.

Types of coffee often used:

As said before, a unique type of coffee may lack the necessary complexity, so some other types are added and create a blend. Coffee types from different sources have different characteristics, and each type meets a specific requirement of the coffee drinker.

To add body, acidity, and flavour to a blend: coffee from Colombia, Costa Rica, Guatemala, and Venezuela are used. To add complexity and brightness: coffee from Ethiopia, Kenya, Yemen, Zimbabwe, and Zambia are used. To add richness and body: coffee from Sumatra, Sulawesi, Java, East Timor, New Guinea and Ethiopia are used.

2. Grinding
Grinding comes just after roasting (or blending) is finished, and it also plays an important role in the making a perfect cup of coffee. Coffee is often ground just a few minutes before brewing so as to retain freshness.

Grinding machines In the past, people used to grind coffee in wooden mortars with a pestle. Nowadays, coffee is ground mostly by machines. The most common grinders are blade grinders and blurr grinders. Blade grinder: low price but not high in quality this type of grinder is said to grind coffee unevenly and lack reproducibility Burr grinder: more expensive but higher in quality this type grinds coffee more evenly and is clean and easy to use. Each brewing method requires different types of grinders: Drip method: medium size

Espresso: fine size French Press: large size Vacuum pot: large size

Tips Several grinding tips : Coffee beans should not be ground if theyre not used for brewing immediately. This is because once the coffee beans are ground, their flavourful oils are exposed to open air, which might cause a loss in coffee flavour. If youre using the drip method for brewing coffee: If the drip cycle completes in less than 4 minutes: grind your coffee finer If the drip cycle completes in more than 6 minutes: grind your coffee coarser If youre using Espresso method for brewing coffee: If the extraction time takes less than 25 seconds: grind your coffee finer If the extraction time takes more than 30 seconds: grind your coffee coarser

What is roasting? Roasting is a process during which flavour compounds hidden within each green coffee bean is released through a set of chemical reactions. The flavour, acidity, aftertaste and body of coffee are heavily dependent on this process. The roasting process includes the following series of steps:

Beans-absorb-heat stage: green beans are dried to a yellow colour. During the early part of this stage, coffee beans often obtain a humid grassy smell, as water is being removed from the beans. Later, the beans begin to smell like toast or popcorn.

First crack stage: the beans double in size and experience a decrease in weight. This phase often cracks the seeds. Their colour changes to a light-brown, then mediumbrown. Changes in the chemical composition of the beans occur during this stage.

Beans-release-heat stage (also called Second crack stage): the sugar in the beans begin to caramelise, creating coffee oil.

Method How to roast?

The most common roasting methods are drum roasting and hot air roasting:

Drum roasting: a machine-used method which roasts the coffee beans as they tumble in a rotating drum which is heated by gas or wood. At the end of this process, coffee beans are cooled in a cooling hopper.

Hot air roasting: coffee beans are roasted by a hot-air roaster while tumbling through a current of hot air.

Roasting degree There are many different roasting degrees, which lead to the different characteristics of coffee: Roast degree Characteristics Light brown to cinnamon colourLow body and light acidity. Light The beans are dry. This roast is too light and does not allow the coffee flavour to develop to its full potential. Medium Light Medium Medium light brown colour. The acidity brightens and the bean size increases slightly. The bean is still dry. Medium brown colour. The acidity continues to increase

and the beans become more potent. The bean is mostly dry. Rich brown colour. Very small droplets of oil appear on the Medium Dark surface. The acidity is slowly diminished and bean is most potent. This is the ideal roast for a well blended espresso. Deep brownish/black colour. The bean has spots of oil or is Dark completely oily. Subtle nuances are diminished. Flavour

decreases, while body dominates. Black surface covered with oil. All subtle nuances are gone, Very Dark aroma is minor, and body is thin. This roast is characteristic of American espresso.

Do it yourself Home roasting, as many people say, is not as difficult as you may think. In fact, it could be an intriguing experiment to undertake, and the results are often amazing! You may even roast coffee beans that have a better quality than professionally roasted coffee (the beans are much fresher). So why not try it for yourself? There are several ways of home-roasting: Skillet method Oven method Stove pop method Air pop method

3. Brewing
Semi-wet and wet processed beans are dried after processing. If this drying process is delayed, the beans can become sour and stink, or become infected by bacteria. Therefore, this step is extremely time sensitive and proper monitoring methods should be employed.

The beans are dried until 88% - 90% of the moisture is removed. Drying can be accomplished by spreading the beans out under the sun or in mechanical dryers. The dried beans are known as "parchment coffee", and are stored.

For sun drying, the beans are dried on a drying patio, a clean concrete yard, or on elevated tables. The drying area should always be free of foreign smells (such as smoke or petrol). Since the drying process takes from 7 to 15 days, the risk of rewetting coffee is high. Rewetting coffee beans can later turn into spongy, mouldy or blotchy beans. To prevent this, the coffee beans are dried in rows, and are frequently turned over. They are covered with canvas when rain threatens and also at night to prevent dew.

For mechanical drying, the temperature and moisture need to be monitored closely. A mere 1 C increase in temperature translates into a 2 - 5% reduction in the moisture content of the parchment. If dried at temperatures higher than required, the beans become crystallized. If dried for a prolonged period, they tend to become bleached and fragile. If insufficiently dried, the quality of the beans deteriorates rapidly during storage, and they are likely to become defective.

Company Profile The Coffee Board of India

The Coffee Board of India is an autonomous body, functioning under the Ministry of Commerce and Industry, Government of India. The Board serves as a friend, philosopher and guide of the coffee industry in India. Set up under an Act of the Parliament of India in the year 1942, the Board focuses on research, development, extension, quality upgradation, market information, and the domestic and external promotion of Indian coffee. Till 1995, the Coffee Board had a monopolistic control over the marketing of coffee in India. However, the winds of liberalization swept the Indian coffee industry and since 1995, marketing of coffee is strictly a private sector activity. In fact the Coffee Board went through a massive down- sizing and two- thirds of its employees were retired under a voluntary retirement scheme. The Coffee Board conducts basic and applied research on coffee and can boast of 75 glorious years in coffee research. The Central Coffee Research Institute in the Chickmagalur district, Karnataka State has been in the forefront of coffee research over the years and continues to remain one of the premier institutes of the world as far as coffee research is concerned. The Research Department publishes various journals and periodicals. It also offers various services to growers and exporters. The Board also has a vast extension network spread over the three main producing states of Karnataka, Kerala and Tamil Nadu, as well as in the non-traditional areas of Andhra Pradesh, Orissa and the seven North-eastern states. The extension set up provides the day- to- day link with the grower community and this wing facilitates the transfer of technology from lab to land.

The Board also encourages the consumption of coffee in India and abroad. Towards this end, the Board participates in food and Beverage exhibitions abroad. The Board also runs 14 India Coffee Houses in the country. The India Coffee House brand of coffee powder is well known in India for its quality and aroma. The Board has for long years worked on the quality of Indian coffee. The Board runs two quality control laboratories in Bangalore and Hassan, which control and advise the industry on quality issues. The labs are equipped with the best roasting and brewing machines. The best cup- tasters and quality evaluators keep a strict vigil on the pre and post harvest processes with a view to ensure that the quality of Indian coffee is maintained.

Amalgamated Bean Coffee Trading Company Limited

Amalgamated Bean Coffee Trading Company Limited is perhaps one of the two fully integrated coffee companies of Asia, involved in all sectors of Coffee from plantations to retailing to exports. Amalgamated Bean Coffee Trading company, better known as "ABC", is one of the largest exporters of green coffee from India since 1999. ABC's business mission has its roots in coffee knowledge. This culminates into an incessant effort to adapt to dynamics of the coffee market resulting onto a leadership role. ABC has invested well into a Research and development on coffee quality that supports our domestic promotion of various blends of coffee and augments our export activities.

Company offer all the standard Indian grades of coffee including-

Arabica Parchment or Plantation PB A, B & C Arabica Cherry PB, AB and C Robusta Parchment PB, AB and C Robusta Cherry PB, AB & C

Procurement & Curing Works

Among ABC's biggest strengths are the two curing works, strategically located in Chikmagalur and Hassan with a combined installed capacity of 1 million bags. Having our own curing works aids in enabling complete control over grading standards and flexibility. Thus ensuring quality and efficiency. A highly disciplined and dedicated network of over 42 agents who operate throughout the major coffee growing areas of India form the back bone for our coffee procurement chain. Company vertically integrated infrastructure ensures that the coffees never need to leave the able hands of ABC until final dispatch/shipment.

Plantations :- Its about precious legacies

ABC has its seeds sown in the heart of the coffee cradle of India, Chikmagalur. The region is a world wrapped in primeval innocence, where panthers, tigers and elephants roam.

Our passion for coffee stems from the august heritage of coffee estates inherited by the promoter's family. What started out with a small group of family-owned estates, gradually grew as more and more estates were included to finally form Amalgamated Bean Coffee Trading Co. Ltd. The plantations nestled in Chikmagalur and Mudigere region of the Western Ghats, are spread over 5000 acres of well-maintained estates upto 4500ft above sea level. This makes us the second largest plantation company in the country. Our estates are the first and at present the only ones India to be certified by the "Utz Kapeh Foundation" for efficient farm management and full traceability. Our estates provide a natural habitat for several genus of flora and fauna. They are hosts to innumerable herbs,shrubs and trees like jackfruit, arecanut, orange, pepper, cardamom, etc. The coffees at our estate are grown under the dark shades of various forest trees like silver oak, Indian Rose wood and various others. The estates share boundaries with some forest reserves and wild life sanctuaries and hence is also home to a variety of species of wildlife from birds and hares to deer, bisons, elephants, and even tigers! The Bhadra river and numerous natural streams provide the all-essential aquatic support to the entire constitution. in

Markets we Serve :- Its about our reach

Trusted for quality by buyers from coast to coast.

Company markets include large roasters, Traders, Food & Beverage companies in major importing nations Europe, USA, Japan & UAE.

Our stake holders would confidently second our claim of being a company where quality and commitment to serve our customers, is of prime importance.

Utz Kapeh - Certified Responsible Coffees

Utz Kapeh certification is a worldwide and market-driven initiative for responsible coffee production and sourcing. It aims at bringing about complete transparency in the supply chain of coffee- from the farm to the cup. (Refer Utz Kapeh)

Gourmet Coffees

Single Origin- High Altitude coffees Mysore Nuggets EB (Extra Bold) Robusta Kaapi Royale (Sc 17, 18 & 19) Indian Monsooned Coffee (The Monsooning Process)

Single Origin- High Altitude coffees

Kathlekhan, which literally means 'Dark Forest' in Kannada, the regional language, is in the heart of the Baba Budan Giri mountains, This region has been ranked as one of the rare cradles for fine coffee the world over. It is here in these mountain ranges, where India's love story with coffee was conceived more than 400 years ago. Legend has it that in the 17th century, a saint named Bababudan brought to India seven wonderful seeds when he returned from a pilgrimage to the Holy Land. He

is said to have planted them around his cave on the slopes of the Chandragiri mountain ranges, which now bear his name. The exact location of this cave is not clear, but most probably it lies within the 1500 acres of the Kathlekhan estate.

The estate is bordered by over 100,000 acres of dense forest where panthers and tigers still roam. This has now become the Bhadra Tiger Reserve. Also bordering the estate is the backwaters of the Bhadra reservoir, making Kathlekhan one of the remotest coffee estates. It is one of the largest coffee estates located as a single unit. The coffee at this estate is grown under the dark shades of various forest trees. The soil here is rich in minerals and because of the high altitude of 3700 feet and low temperatures, coffee beans mature slowly, incorporating subtle, sensual flavours as it ripens. The result is single origin, shade grown, hand crafted, washed and bold green beans with a grayish hue. This coffee was launched at the India International Coffee Festival 2002 and is India's first single origin estate branded special coffee. In India it is well admired in the premium market both in the form of beans as well as coffee powder sold under our brand name of 'Dark Forest'.

The cup is adjudged to be full-bodied with good clear acidity accentuated by wild berry flavours laced with sweetness. Mysore Nuggets EB (Extra Bold) Mysore Nuggets EB is prepared from Arabica Parchment (Plantation) coffee, grown in the regions of Mysore, Coorg, Bababudan, Biligiris and Shevaroys.

This is a premium coffee and represents the best quality plantation coffee from India. Beans are large and uniform, bluish green in colour and have a clean polished appearance. In the cup, the coffee exhibits full aroma, medium to good body, good acidity and a fine flavour with a hint of spice.

Robusta Kaapi Royale (Screen 17, 18 and 19) Robusta Kaapi Royale (RKR) is prepared from Robusta Parchment AB coffee of Mysore, Coorg, Malabar, Wyanad, Shevaroys, Pulneys and Bababudan regions.

This special grade of coffee is clean garbled and is medium to well polished. It does not contain Peaberry brokens or any extraneous matter. It is also free from defectives including greens, bleached and spongy beans, unwashed bean, browns, blacks, insect damaged beans and pulper cuts. In the cup, the coffee is full bodied, soft, smooth and mellow. The standard Indian RKR coffee is a Screen 17, but we also offer the same grade in Screen 18 and Screen 19. Indian Monsooned Coffee Known across the world, as unique coffees processed as per centuries old traditions, "Monsooned coffee" was first produced quite by accident. In the earlier days, coffee shipped from India to Europe took almost six months to reach its destination. During that shipping process, the humidity at sea changed the beans allowing it to acquire a distinct rich, mellow taste and a unique golden look. With the coffee beans 'swelling' due to the moisture in the air, a new kind of coffee was born Monsooned Coffee. Today, this entire flavour and experience is recaptured by the special process of "monsooning". (Refer The Monsooning Process) The Monsooning process reforms the colour and the physical characteristics of cherry coffee. The colour is changed to a golden yellow. The beans swell in size and the bulk density is reduced.

Monsooning of coffees enhances the cup quality of cherry coffee. The cherry/fruity taste disappears and the liquor is soft, rich, velvety smooth and mellow with light acidity and a pleasant earthy flavour.

Its about responsible coffee production.... UTZ KAPEH Certification We are the first UTZ kapeh certified producer from India and the first arabica certified producer from Asia It has been our constant endeavour to promote responsible coffee production and sourcing, while working towards enhancement of the social, environmental, managerial and economical conditions of coffee farmers.

Utz Kapeh Certification is a significant step forward in our efforts to address the issues of better returns for the grower community while bringing out a product which suits the present as well as the future needs of business environment.

No. of Estates certified : 19 (Both Arabica and Robusta)

Harvest time: Arabicas: November to January Robusta: January to March Utz Kapeh certification implies:

Assurance of responsibly produced coffee Recognition for responsible production and sourcing A transparent supply chain

A market-oriented initiative A credible approach Global network of responsible growers and roasters

Utz Kapeh Code of Conduct - A recognized global "decency" standard for coffee

This is a production criteria for socially and environmentally appropriate growing practices, and efficient farm management. -Based on EurepGAP (food production code) -Independent, third party auditing & certification program

Company Products Fresh 'n Ground

Fresh 'n Ground has a chain of over 400 exclusive

outlets in the States of Karnataka, Tamil Nadu, Andhra Pradesh and Kerala. Presently Fresh 'n Ground has over 22 exquisite blends of coffee on offer across all Fresh 'n Ground outlets, and is one of the fastest growing filter coffee brands in India. These outlets have been converted into one stop shop for tea and coffee beverage, varieties of coffee and tea powder, speciality coffee,

accessories like coffee filters, mugs, etc. Ambience of these outlets is a delightful experience.

ABOUT US
Started Operations in 1996. Strength: Plantation Procurement Largest Exporter Two curing works Objective Coffee Point Outlets within reach. Chain of Coffee Points. Meet the customers need. Quality products at competitive price. Complete coffee experience.

Concept Designer Shop Region specific Blends Customer Friendly service Open 365 Days Commonality

Fresh 'n Ground has a chain of over 400 exclusive outlets in the States of Karnataka, Tamil Nadu, Andhra Pradesh and Kerala. Presently Fresh 'n Ground has over 22 exquisite blends of coffee on offer across all Fresh 'n Ground outlets, and is one of the fastest growing filter coffee brands in India. these outlets have been converted into one stop shop for Tea and Coffee beverage, varieties of coffee and Tea powder, Speciality Coffee, accessories like coffee filters, mugs, etc. Ambience of these outlets is a delightful experience.

Rich Ambience & Unique Coffee Buying Experience

Fresh 'n Ground marketing wing Coffee Day which handles the marketing of Fresh 'n Ground products & services, has the following mission & quality statements:

PROMISE
To provide value for money to our customers through quality products and value-added services

QUALITY POLICY
We are committed to quality and we shall strive continuously to provide products, which consistently meet the needs of our customers and establish a value-added relationship, ensuring total customer satisfaction.

Institutional Sales
Coffee Day caters to the needs of several prestigious institutions in Banglore and
Chennai. Its clientele includes educational institutions and compan ies like H A L, AMCO, Star hotels like Park Sheraton, Taj Coromandal, Taj Residency, etc. Coffee Day supplies specially blended coffee powder tailor made for institutions (Hotels, Factories, etc). As part of its commitment to educate the customers on preparation of a good cup of coffee, Fresh 'n Ground regularly conducts brewing workshops to help them benefit in terms of cuppage, costing, brewing methods, etc. The convenience in delivery and attractive incentives make it a very attractive option

PURE COFFEE
P.B. PURE
A straight Coffee of pure Round Beans, aromatic and medium bodied, with a hint of royal flavour.

PLANTATION A
The well brought up bold Flat Beans having a touch of class, with a full body, mild acidity and a subtle fresh flavour.

COFFEE DAY PURE BLENDS

P. B. SELECTO
A selected blend of 100 % Round Beans to make a balanced cup of good body and acidity with an aromatic P. B. Flavour.

COFFEE DAY SUPREME

A Supreme bliss of well-balanced body, acidity and enticing aroma to waft you on an adventurous journey.

P. B. SUPREME
Carefully selected Peaberries from the picturesque hills of the traditional coffee growing areas of southern India, roasted exclusively to give an exquisite blend of all PB's.

COFFEE DAY BREAK

To wake you to an inspired morning, a smooth bodied, mild flavoured blend of selected coffee beans.

COFFEE DAY FIESTA

Pure coffee beans nourished by the warm rays of the sun, blended with aromatic skill to provide you with a strong and festive cup.

CHICORY BLENDS
COFFEE DAY ULTRA RICH

A blend of fine roasted Coffee Beans blended with Chicory that is prepared with stateof-the-art technology to provide that exclusive cup of good strength, acidity, and rich flavour.

P. B. RICH
Carefully selected Peaberries from the picturesque hills of the traditional coffee growing areas of southern India, roasted exclusively to give an exquisite blend of all PB's, tastefully complimented with chicory to provide you with a coffee that has Aroma, Flavour & Strength.

COFFEE DAY STRONG

An invigorating cup of Strong Coffee with Chicory and steaming vibrant flavour to take you through the day.

COFFEE DAY BRIGHT

Good coffee beans and well processed chicory and a bright blend of strength, acidity and brisk flavour to make your day.

COFFEE DAY SPOORTHY

Combination of Aromatic Arabicas, Strong Robustas and to have additional strength and cuppage by adding Royal Chicory flavours.

COFFEE DAY SPECIAL

Blend of highly grown plantation A and long lasting lingering premium Robustas for pure coffee connoisseurs.

SPECIALITY COFFEE
DARK FOREST

Dark Forest is a single origin and high altitude special coffee. It is packed in aluminum foil pouch with a one way freshness valve and is enclosed in attractively designed, hermetically sealed tins, the good old way of packaging premium coffee. Available in two packs at Rs. 80 for 200gms and Rs. 175 for 500gms, the coffee will be sold in the form of beans as well as coffee powder and is 100% pure coffee with no chicory.

The Kathle-Khan Range

Kathlekhan, in Kannada language, means Dark Forest. The single origin coffee derived from this range is named after it. The Kathlekhan estate is 184 years old.

The Kathlekhan Range is a part of the Outer Giri of the Baba Budan Giri hills. Baba Budan Giri is where Indian coffee was born, when more than 400 years ago, the sage Baba Budan smuggled 7 beans into India with him and planted them in his cave on this range. The exact location of this cave is not clear, but most probably it lies within the 1500 acres of the Kathlekhan estate. The soil here is rich in minerals and because of the high altitude of 3500 to 4500 feet and low temperatures, coffee beans mature slowly, incorporating subtle, sensual flavours as it ripens. Exceptional care is taken in picking the coffee. The pickers belong to the Lambani tribe and their deft fingers pick the berries that are just right. The labourers are very well taken care of and their children obtain free education from two schools with in the estate. There is no use of child labour. Curing and washing of the beans is then undertaken at the Kathlekhan estate and sent to Coffee Day own processing facilities for roasting, grinding and filling.

The Kathlekhan Range has held a great deal of coffee romance. It is a singular divine gift to the world of coffee. The potential to create a "Dark Forest" out of the magical soil and climate has always been the aspiration. Coffee Day has taken painstaking efforts over the last several years to finally give it shape and present it to the coffee connoisseur. India's finest coffee to date in packaged form - Dark Forest."

KENYAN GOLD
From the verdant hills of Kenya, Fresh 'n Ground brings you an International blend ~ Kenyan Gold ~ an exquisite coffee created from Kenyan coffee, the crown jewel of African coffee, blended to perfection with the best of Fresh 'n Ground coffees the result is a coffee beyond compare. Kenyan Gold has a primordial feel to it with a wild, wine-like blackberry flavor and is extraordinarily aromatic with a lingering finish. It makes regular brewed coffee exciting and gives a quaint twist to espresso. A delicious coffee that possesses all the characteristics of a premium specialty coffee, connoisseurs deem it as an excellent introduction to African coffees, which are among the best in the world. When it comes to coffee nobody gives you a better brew than Fresh 'n Ground. Only the best beans find their way into our coffee and our obsession with excellence and our experience in coffee then work together to make the best of every single bean to bring you superlative quality in a range of international, specialty blends and regular coffee. With Fresh 'n Ground you are not just drinking coffee but indulging in an experience shared by connoisseurs the world over since 1875.

BREWING TECHNIQUES
Be it traditional or an electric filter or a percolator, for every 20 gms. of coffee powder add 300 ml. of boiling water. This proportion gives an excellent brew. But

the best yardstick is your tastebuds. Let them dictate on how you should brew your coffee - light, strong or extra strong. Just vary the proportion, for eg., if you want an extra strong cup, increase the quantity of coffee powder for the same quantity of water.

BREWING - Filter/ Percolator Method

Spread the coffee powder evenly in the upper container of the filter and press it down very lightly.

Pour boiling hot water carefully on top of the plunger in the upper container, In the case of an electric filter add fresh water in the manner specified in the manual. Let the coffee brew descend to the lower container of the filter to the last drop.

Add freshly boiled milk and sugar to serve.

Now, here's that cup of sheer inspiration ready to be served.

BREWING - Boiling Method

Though this method is popularly known as the boiling method, never, ever boil the coffee brew.

Boil 4 cups of water in a vessel. Add 2 level teaspoonfuls of coffee powder to the water.

Immediately turn the stove off and let the coffee brew for 5 minutes.

Strain the extract and add one cup of hot milk. Add sugar to taste and serve.

COFFEE & HEALTH Fight Fatigue With Coffee...The "Think" Drink

What Coffee Can Do:
Improves mental performance.
Boosts physical energy. Elevates and improves mood.

How It Works
Researchers at MIT found that "caffeine is a mind-accelerating mood booster." It increases mental performance. Caffeine stimulates reaction time, attention span, concentration and acuity with numbers. As little as 32 mg of caffeine as much as in a single serving of cola or a 5ounce cup of tea can give you a real mental and energy boost. Caffeine moves to your brain fast, with 20 to 30 minutes and lasts up to 6 hours.

Bonus
Caffeine also improves physical endurance. Studies show that cyclists pedaled 7% harder and lasted in competition 20% longer after taking caffeine.

Tip
Drink your caffeine before your meal for a bigger energy boost and fatigue beater effect.

Drinking coffee may cut men's gallstone risk

NEW YORK, June 8 (Reuters Health) -- Whether they choose espresso, latte, brewed or instant, men who drink four or more cups of coffee each day have a 45% lower risk of developing gallstones, acording to a report in the June 9th issue of The Journal of the American Medical Association.

In the study of 46,008 men aged 40 to 75 with no history of gallstone disease, men who regularly consumed coffee had a reduced risk of gallstone disease during 10 years of follow-up compared with men who did not drink coffee on a regular basis. Men who drank two to three cups of regular coffee per day had a 40% reduced risk of developing gallstone disease than non-Java drinkers, and those who drank four or more cups per day had a 45% lower risk. No such effect was observed with consumption of tea, decaffeinated coffee, or low-calorie caffeinated soft drinks, the investigators report.

Coffee may protect against cirrhosis of the liver

In the past decade, research in the United States, Japan and Italy indicates that consumption of coffee has a strong protective effect against cirrhosis of the liver.

These studies show that drinking 3 to 4 cups of coffee a day was associated with an 80% reduction in risk for cirrhosis of the liver, compared with those who don't drink coffee at all. Cirrhosis is a chronic disease which damages the liver's tissue. Excessive alcohol use is the leading cause of cirrhosis, which is the 9th leading cause of death in the United States.

Coffee may be effective in reducing the risk of cancers of digestive tract

Coffee has shown a protective effect against colon cancer in some studies. A recent meta-analysis of 17 studies on coffee consumption and colorectal cancer from 1960 to 1990 found the risk of colorectal cancer to be 24% lower among those who drink 4 or more cups of coffee per day, than among those who rarely or never drink coffee.

The most likely explanations for lower risk of colorectal cancer among heavy coffee consumers are the enhanced colonic activity induced by coffee, and that antimutagenic components in coffee and caffeine inhibit the cancer-causing effect of various microorganisms.

Colorectal cancer is the second leading cause of cancer-related deaths in the United States, with some 131,000 Americans diagnosed with cancers of the rectum and colon on an annual basis. About 90% of the cancers occur in people over age 50.

There are some good points for caffeine, if you have asthma it may help relieve an attack. The caffeine relaxes bronchial muscles. Also, caffeine is also known for it's temporary increase of muscle strength and endurance.

Caffeine is good for the body if limited to less than 300 milligrams per day.

Greater consumption of coffee tends to lower the blood sugar count, reducing the risk of contracting adult onset diabetes, according to scientists from the Tokyo University Hospital and Asahi Life Insurance Co.

Substances in coffee appear to counter the onset of the debilitating disease and scientists hope whatever it is can be pinpointed to be used in the prevention and possible cure of diabetes.

Researchers tested 941 men and 1,511 women in their 50s who had not been diagnosed with diabetes. If the blood sugar count of the patient was 126 milligrams or

over for every one-tenth of a liter, they were deemed to have fully blown diabetes. Cases of 110 milligrams or more were deemed to be borderline diabetics. Of the male patients, those who drank less than one cup of coffee per week made up 19 percent of borderline diabetics, but those who drank at least five cups accounted for only 9.7 percent of the borderline cases. It was a similar story among women, where infrequent coffee drinkers made up 6.9 percent of the borderline diabetics as opposed to just 3.5 percent who regularly imbibed in a Java.

Coffee drinkers were permitted to use milk and sugar with their beverage during the test, but the results did not closely analyze the effects these had on blood sugar levels.

Various types of tea also failed to show any effect on blood sugar levels.Researchers feel that caffeine is unlikely to combat diabetes, but other substances in coffee such as magnesium or chlorogenic acids, the substances that give the beverage its tangy taste, could prove handy in fighting the disease.

PACKAGED COFFEE
I Unique concept in the history of branded packaged coffee segment. II Freshness that comes to you straight from our nearby Fresh n Ground outlet with the assurance that no pack is more than 7 days old on the shelf. III Available in 2 blends. 65-35 & 85-15. IV Available at all leading retail stores in Bangalore.

Caf Coffee Day

Caf Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day, a Rs. 300 crore ISO 9002 certified company. Coffee Day sources coffee from 5000 acres of coffee estates, the 2nd largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one of Indias leading coffee exporters with clients across USA, Europe & Japan. With its roots in the golden soil of Chickmaglur, the home of some of the best Indian Coffees and with the vision of a true entrepreneur nurturing it, Coffee Day has its business spanning the entire value chain of coffee consumption in India. Its different divisions include: Coffee Day Fresh n Ground (which owns 354 Coffee bean and powder retail outlets), Coffee Day Xpress (which owns 341 Coffee Day Kiosk), Coffee Day Take away (which owns 7000 Vending Machines), Coffee Day Exports and Coffee Day Perfect (FMCG Packaged Coffee) division. Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 by opening its first caf at Brigade Road in Bangalore. Till about the late 1990s coffee drinking in India was restricted to the intellectual, the South Indian traditionalist and the five star coffee shop visitor. As the pure (as opposed to instant coffee) coffee caf culture in neighboring international markets grew, the need for a relaxed and fun hangout for the emerging urban youth in the country was clearly seen.

Recognizing the potential that lay ahead on the horizon, Caf Coffee Day embarked on a dynamic journey to become a large organized retail caf chain with a distinct brand identity of its own. From a handful of cafs in six cites in the first 5 years, CCD has become Indias largest and premier retail chain of cafes with 498 cafes in 85 cities around the country.

Enthused by the success of offering a world-class coffee experience, CCD has opened a Caf in Vienna, Austria and is planning to open other Cafes in the Middle East, Eastern Europe, Eurasia, Egypt and South East Asia in the coming months.

Cafe Formats
Caf Coffee Day has been experimenting with caf formats for quite sometime. Backed by the motivation of providing customers with exciting choices as well as constantly redefining the caf experience, CCD has ventured into the following formats: Music Cafs provide customers with the choice of playing their favourite music tracks on the Digital Audio Jukeboxes installed at the caf! There are around 85 cafes with such jukeboxes. 32 cafes also provide customers with the visual treat of watching their favorite music videos by means of Video Jukeboxes. Book Cafs offer the perfect solution to people who think that the coffee experience is incomplete without browsing through the bestsellers or reading a classic. CCDs book corners accentuate the age-old combination of coffee and books. This exciting concept has been successfully tested at 15 cafes in 12 cities across India and the numbers are set to grow exponentially. CCD has tied up with English Book Depot, one of Indias leading book distributors for placement and rotation of reading materials appealing to Caf Coffee Days discerning customers. Highway cafs on the Bangalore Mysore highway and NH-8, presents the traveler en route not only with good coffee and scrumptious snacks amidst great ambience but also with clean restrooms to get rid of that weariness from the road!

Lounge cafs at Hauz Khas, Delhi and Southern Avenue, Kolkata(Southern Avenue) and Hyderabad (Jubilee Hills) combines the style and luxury of a lounge with the lively ambience and comfort of a caf. With exquisite interiors, exotic menu

and thematic music CCD Lounge offers a whole new experience to the connoisseur while assisting the latter through its team of hostesses who are poise and style incarnate and are looked upon as fashion icons. Garden cafs at M.G Rd, Bangalore and GKII, New Delhi combine the joy of rejuvenating amidst verdant landscapes and pots of coffee. Cyber cafs at Brigade Rd, Bangalore, Airport, Bangalore and Airport, Delhi combine the urge to surf, not to mention get connected through the internet while enjoying perfectly brewed cups of coffees, both domestic as well as International blends! These are of course just milestones. Do watch out for sports caf, singles caf, fashion caf.

Customer Profile
The caf is a meeting place for 15-29 year olds, both male and female who are served the best coffee by friendly and informed staff, in an uplifting and invigorating ambience. Research shows that teen-agers form 25% of our customers while 38% of the customers are between 20 and 24years and another 23% belong to the age group of 25-29 years. Students and young professional comprise around 72% of our customers. 18% of the customers visit the cafes daily while another 44% visit weekly. Each caf, depending upon its size attracts between 500 and 800 customers daily, mainly

between 4pm and 7 pm. Customers describe Caf Coffee Day as the place they frequent most after home and workplace/college. It is a place where they meet friends and colleagues, in groups of 3 or more; a place where they rejuvenate and are free to be themselves rather than a place to be seen at vis a vis other cafes.

Espresso Strong black coffee ...no frills Espresso Americano Lighter espresso for mellow moods. Macchiato Expresso topped with milk foam. Cappuccino The hottest selling item,prepared in true Italian style. Cafe Latte Espresso with milk. A light coffee. Chococinno A sinful combo of chocolate ice & hot coffee. Cafe Mocha Hot coffee with a swirl of chocolate. Irish Coffee Whipped cream tops the flavour of your choice. Plunge deeper and discover light espresso. Caffeine kick Black velvet Take Away Regular/ Large

Ethiopian Qahwah Delightfully flavoured and aromatic with dark chocolate overtones. Kenyan Safari With the bright, striking flavour of blueberry.

Honey

Flavoured Syrups Try hot coffee with specially imported flavours. Red Eye An additional shot of espresso. For strong coffee. Whipped Cream Snowcap your coffee with some lightened cream Scoop of Ice Cream Chocolate sauce

ICE BLENDED COFFEE Cold Sparkle Chilled coconut - flavoured coffee Tropical Iceberg Chocolate flavoured coffee with crushed ice Arabian Heights Distinct flavour of cardamom, stimulating from the first sip Tropical Temptation Tropical Ice Burg with Whipped Cream Iced Eskimo A chiller to the core. This is as good as coffee can get And the Winner is..Kaapi Nirvana Presenting the Indian coffee that won the silver medal in the world Barista Championship,2002 COFFEE ON THE ROCKS Mochachillo A swirl of chocolate, espresso and rich creamy milk served on the rocks Cappachillo Espresso with rich creamy milk, served with floating ice cubes Vegan shake Our Speciality. No animal Fat. A chilled coffee shake with soy milk. CREAM BLENDED COFFEE Cafe Frappe Ice cream and coffee blended to smooth, creamy perfection Almond Frappe Almond Flavoured rich, Creamy Cold Coffee with Whipped Cream, garnished with almond flakes Devils Own (frappe+ choc. Sauce + cream) A smooth blend of cream & coffee, drenched with Chocolate sauce,topped up with a shot

of Whipped Cream and Coffee beans Choco Frappe (frappe +ice cream +choc sauce) Frappe with vanilla ice cream & Chocolate sauce FRUIT FRAPPE Mango Frappe Strawberry Frappe Pineapple Frappe Litchi Frappe Cold Chocolate

Lots and lots and lots of Chocolate

Assam Tea Premium tea from the misty hills of Assam. Masala Chai For that ethic feel Lemon 'n Ice Tea Chill out Strawberry Ice Tea Hot Lemon Tea

Dark Forest 200gms/500gms India's first special, high altitude, single-origin coffee. Arabicaah Cafe blend Perfect Ultra Rich Charge Bright

SMOOTHIE Mango Colada It is a mango smoothie with a real taste of garden fresh Mango Strawberry Colada A rich strawberry shake. With whipped cream GRANITAS Blood Orange It is blood orange Granita.With a real taste of Juicy Orange Cool Blue Granita with blue Curacao Pineapple Crush It is a pineapple granita. Flavored with juicy pineapple

Litchi Ginger Spice Pina Colada

Banana 'n Walnut Cake Banana Chocolate Mousse Banana Caramel pie Butterscotch Gateaux (100% veg) Black Forest Gateaux Chocolate / Walnut Brownie Chocolate Doughnut Chocolate Fantasy

Chocolate Mousse Chocolate Cake Cookies Date & Walnut Cake Fresh Fruit Gateaux Mocha Magic / Pastry Marble Cake Mousse au Chocolate Pineapple Gateaux Qahwah Slice

Vanilla Chocolate Seasons Best

Fruit Juices Orange & Apple flavour Mineral Water

Chocolate Fudge

Caribbean Calypso Chocolate Truffle Choc-a-Vloc Vanilla Sundae

VEG Veg Samosa Veg Puff Veg Quiche Veg Pizza Veg Croissant Veg Burger Veg S/W Veg Masala Sandwich* Veg Submarine Potato Cutlets French Fries Veg Kathi Roll Rustica Chesse s/w Foccaccia veg s/w Spicy veg S/W Multi Grain Veg S/w Veg Ciabata

NON VEG Chicken Samosa Chicken Puff Chicken Ciabatta Chicken Quiche Chicken Wraps Chicken Pizza Chicken Croissant Chicken Burger Chicken Sandwich Chicken Masala Sandwich Chicken Puff Roll Chicken Kathi Roll Garlic Chicken Sandwich Chicken Tikka Sandwich Chicken Submarine Multi Grain Chicken S/W Foccaccia Chicken s/w

TAKE AWAY

The Coffee Day Take Away initiative is a virtual revolution in dispensing coffee. For the first time, it makes freshness a part of the vending machine proposition. Only

the freshest ingredients are used and strict control is maintained to ensure that every cup delivers the satisfaction of a freshly brewed cup of coffee. The vending machines also dispenses Tea Day tea.

THE COFFEE DAY ADVANTAGE

For lovers of fine filter coffee, Coffee Day is a brand that has no substitute. Renowned for its aroma & flavour, Coffee Day has grown to be India's largest selling brand of fresh filter coffee powder. Amalgamated Bean Coffee Trading Company Ltd., the name behind Coffee Day Take Away, is one of the largest producers & exporters of coffee in the country. With over 5000 acres of coffee plantations and state-of-the-art curing capacity of 70,000 tons, it has the distinction of exporting more than 13% of India's coffee. The company has been responsible for transforming coffee retailing. With over 300 Coffee Day Fresh 'n' Ground outlets, it caters to over 1,20,000 customers every week. Taking the filter coffee experience forward, it has launched the highly successful Cafe Coffee Day chain which is slated to grow to 200 cafes soon. Expanding its beverage portfolio, the company has also launched superior Assam teas under the Tea Day brand. Through its Coffee Day Take Away vending machine initiative, the company will deliver what the consumer has been missing till now - authentic filter coffee and fine tea made available conveniently. PRODUCTS

Coffee Day vending machines offers a repertoire of various products

Authentic filter coffee Special Assam tea These products are made available through 2 kinds of machines:

Liquid Coffee Machine

This machine is for those consumers who are looking for a pleasant filter coffee experience. The machine offers its consumers hot coffee and hot tea.

Roasted Coffee Machine

The Roasted Coffee Machine (Bean to Cup) is meant for those consumers who are keen on having freshly brewed coffee. This vending machine allows customers a choice of coffee which includes Cappuccino, Espresso and Special blends along with milk. The machine also provides tea for tea lovers.

5.5.4. Coffee Day Perfect

Introducing latest offering from Coffee Day. Recently launched on 24th November 2003 across Tamil Nadu

OBJECTIVE
To provide the consumer a superior coffee-chicory that he or she has been drinking till date A superior product than what others have been offering To be available in every possible retail outlet which ensures convenience and ease in availability To provide the best quality of coffee- chicory blend at for money prices. value blend

What makes Coffee Day Perfect so special?

Coffee Day Perfect is a superior filter coffee with a unique blend of 57% coffee and
43% chicory. Coffee Day Perfect is superior blend of beans handpicked from our own estates in Chikmagalur, roasted & ground to give you that perfect taste youve never experienced before.

One of the unique attributes of the product lies in the 57% coffee & 43% chicory blend as against the commonly available 53% coffee- 47% chicory blend in the market. The blend has been put together by our expert blend-master.

STRENGTH Coffee Day, rich coffee growing heritage for over 125 years
Superior coffee beans from our own estates in Chikamagalur, Karnataka The blend has been painstakingly put together by our expert blend-master. A unique secret! Well-equipped roasting & curing unit at Hassan, one of the largest of its kind in India.

Products
Coffee Day Perfect Brand name Connotes the perfect blend of Coffee Days coffee-chicory offering Connotes the perfect cuppa that consumers have grown up with - giving the perfect
aroma & taste

Brings alive the young, warm, contemporary yet modern associations to coffee USP of Brand More Coffee. Perfect Taste To sum up, Coffee 57% - Chicory 43% + Perfect Taste = Coffee Day Perfect Coffee Day Perfect Packaging: Strong branding of Mother brand, Coffee Day which brings
alive the associations to Coffee Day.

The uniqueness of our product pack is the attractive aroma

cues, strong coffee colours on the pack which connote a stronger coffee

Golden brown coffee beans that connote superior beans

 Perfect coffee drinking experience

Pricing
Products Blend Coffee Day Perfect Others 57-43 53-47 50g (Rs.) 7 7 100g (Rs.) 14 14 200g (Rs.) 28 28 500g (Rs.) 69 69

Coffee Day Perfect priced on par with competitor but offers greater value to customers in terms of more coffee.

A look at our Advertisements, which you would have seen recently:

Strawberry Thick Shake

Kiwi Thick Shake

Cappuccino

Hot Lemon Tea

Veg Puff

Chocolate Cake

Choco Chip Muffin

Panner Rolls

Samosa

Cold Coffee

Black Tea

Cold Coffee with Cream

At Coffee Day Xpress we believe in the complete refreshing experience .

We have the entire range of coffee. Cappuchinno. Latte. Espresso. Mocha. And a host of beverages, including teas, shakes and even hot chocolate. To round off the experience, you could also tuck into a variety of snacks (like sandwiches, submarines, burgers, puffs, samosas, wraps and pastries). Truth to be told, the Coffee Day Xpress range of food varies from region to region. What we try to do is to incorporate regional favourites in our menu. And to balance the salt with the sweet... The global and the local tongue-tickling tastes to suit all palettes. That's what the Coffee Day Xpress spread consists of.