"The logo which is a trade endorser will build the beverage's identity in the international market and protect it from being blended with other inferior grades," Coffee Board sources told PTI.

Since 80 per cent of India's coffee is being exported, the Coffee Board felt that there was need for implementation of certain parameters to ensure that only the original beverage reached the consumer, they said."There are chances of inferior quality of Indian coffee being exported which the Coffee Board wants to avoid and, therefore, implementation of the logo had become a neccessity," sources said.India is a major producer of coffee in the world with an annual production of over 2,80,000 tonnes and exports nearly 80 per cent of its output to other importing countries.

Sources said the logo would also perform a function similar to the Darjeeling and Nilgiri tea logo-promotion of the beverage. (PTI)Indian coffee was losing out to its competitor tea in terms of sale as it had no promotion symbol and major coffee planters were demanding its implementation to help promotion of the beverage and ensure its quality."The logo which comprises three split beans and a red dot would provide a quality certificate to different grades of the beverage and would highlight three special features of Indian coffee - hand picked, sundried and shade grown," sources added.

To promote the beverage, the logo bears the inscription,' Indian Coffee, Taste Nature'.Coffee Board is hopeful that the logo will also help coffee in picking up the beverage's low and stagnant market, they said.The Board had initiated the process of finalising the logo last year and had sent the designs to the Commerce Ministry and the Legal Department for approval.