New Delhi: Araku Valley Coffee, a brand that was founded to provide employment to tribal youth, has won the gold medal for the best coffee pod in Prix Epicures OR 2018 Award in Paris, France.

Araku Valley Coffee is produced by tribal farmers in Andhra Pradesh. The coffee sold by the brand debuted in Paris last year, earning a place beside its contemporaries from Columbia and Sumatra in terms of popularity. They had opened a café in Paris’s upper-Maraise neighbourhood and also started selling in the grocery store La Grande Epicerie. 

Naandi Foundation, which has Mahindra & Mahindra Chairman Anand Mahindra as one of its directors, had taken the initiative to promote the brand on a global scale.

Naandi's CEO and co-founder Manoj Kumar took to Twitter to announce the achievement.

Anand Mahindra also took to the microblogging site and wrote, "A more important milestone than might seem apparent at first glance. In a land of gourmets, an Indian coffee, grown by Adivasis in an underdeveloped part of India, has been ranked as one of the best coffee brands in the market. It's time Indian food brands crack the premium segment”.

According to Mahindra, the coffee will soon be available in the Indian market.

The brand was an endeavour of the Andhra Pradesh government to uplift the tribal farmers from Araku Valley. The initiative to take Araku Coffee to global consumers started in 2008, with the establishment of Araku Originals by the Naandi Foundation.