This challenge becomes all the more pressing at a time when there is a glut in the global market and coffee prices are on a downward spiral. Brandless commodities cannot easily survive the ups and downs of global markets. The only way in which a commodity can try and insulate itself from such vicissitudes is to create a loyal band of dedicated consumers and this requires brand building. As Indian coffee growers and cuppers have repeatedly pointed out, Indian arabica coffee has its own distinct and special identity in that it is grown in the neighbourhood of spice plantations and acquires the flavour of pepper, cardamom and other spices. The fact that Indian coffee plantations have not been developed at the expense of forestry cover, since the coffee plant is often grown under shade also adds to its appeal in an environment-friendly market place of young consumers. The point has been made that Latin American and African coffee brand identities were specifically developed with the western market in mind and Indian coffee producers must make this investment now. Equally, they must also invest in tapping the home market since coffee drinking in India is still limited and there is no reason why coffee cannot edge aerated soft drinks out of the market.