In the month-long exclusive promotion campaign for Indian coffee in London, starting next week, two Indian speciality coffees and a new variety recommended by the board would be put on display, Coffee Board sources said.

The speciality coffee on display would be "Indian Mysore Nuggets Extra Bold", the best quality of high-grown Arabica coffee, and "Indian Monsoon Malabar" - a brand coffee very popular in Europe.

The beans of this variety absorb moisture available in the air during monsoons and produce a distinct mellow flavour.

The third type of coffee called the "Coorg Exotica" has been recommended by the board and further developed by Harrods under this label, sources said, adding that the full bodied variety was selected from the largest coffee growing district in the Western Ghats.

The deal with Harrods for promoting the beverage had been finalised recently and the promotion which was earlier the domain of tea has been extended to coffee, sources said, adding that this was the ideal time for coffee promotion as August is the best part of the English summer and the country is full of tourists during the period.

Moreover, the board feels that this would be the peak period for promotion as the beverage would be available to domestic people as well as foreign tourists, sources said.

To create more awareness for Indian coffee, Harrods would also come out with brochures which would trace the history of the beverage in India along with focussing on its USP (Unique Selling Proposition). Sources said the uniqueness of Indian coffee was the aromatic flavour of its beans which is achieved due to the special shaded conditions in which the plant is grown. This leads the beans to ripen at a slower pace.

Although, Indian coffee is typically mild, it has an unique exotic full bodied character and a fine aroma, and this would be highlighted in the campaign, they said.