(Image source from: Canva.com)
It all began with a video that rapidly gained traction online, catching widespread attention, including mine. In May 2025, a well-known finfluencer drew a parallel between the future of coffee and the notorious debate surrounding analogue paneer, suggesting that the soaring prices have made coffee vulnerable to widespread adulteration. In his video, he highlighted chicory as a likely "filler" that would see increased usage, cautioning viewers to be mindful of what might be mixed into their morning brew. But is this claim substantiated by evidence or merely another instance of sensational content on the internet? To delve deeper into the truth behind this issue and whether coffee is genuinely being affected, we consulted individuals deeply immersed in the coffee world: a certified Q-grader and prominent roasters who are at the forefront of redefining India's specialty coffee landscape. Their perspectives provide a more intricate narrative that distinguishes between marketing misconceptions and genuine quality issues, clarifying why chicory isn't necessarily the antagonist it has been portrayed as.
Experts in the industry assert that coffee adulteration isn't solely about what is added to the beverage, but rather what is omitted or concealed from consumers. "When a brand claims 100% Arabica but incorporates Robusta or asserts a higher grade of beans than what they actually use, that's considered adulteration," explains Mithilesh Vazalwar, a distinguished third-wave coffee roaster. "While it might not always pose a health threat, it's deceptive. The real problem lies in the lack of transparency." This also extends to practices where inferior quality or even stale coffee is mixed into fresher batches to reduce costs. Such actions also constitute adulteration as they undermine consumer trust, even if they do not directly threaten health.
"Chicory has been woven into India’s coffee culture for many years, particularly in South Indian filter coffee," states Pratyush Sureka, the founder of Vita Nova Gourmet, the operations partner for Coffee Island in India. "When used honestly and in moderation, it doesn't count as an adulterant." Chicory is a plant native to the Mediterranean, characterized by its edible leaves, blue flowers, and substantial taproot. Once dried, roasted, and brewed, it produces a rich, dark beverage with flavors reminiscent of chocolate, nuts, and caramel, mimicking the essence of real coffee. Its popularity surged during times of scarcity, and some even turned to it for purported health benefits (which it lacks), yet it has remained a cherished component of traditional mixes ever since. "There are even regulations governing its use," the third-wave roaster adds. "There’s a limit on chicory’s inclusion, typically set at around 45-50%. Anything exceeding this threshold must be disclosed. Most reputable brands adhere to this rule."
The existence of this labeling clearly indicates that the use of chicory is not concealed but rather regulated. As he points out, "If chicory were genuinely an adulterant, brands would not openly display 70:30 or 80:20 mixtures on their labels." Vazalwar straightforwardly states, "We must refrain from giving attention to unfounded claims." He continues, “To label South Indian filter coffee, which is characterized by its traditional 80:20 coffee-chicory mix, as ‘adulterated’ is not only uninformed but also a slight to a rich cultural heritage.” Within the coffee community, there is an increasing sense of frustration regarding how misleading information can erode consumer trust and divert discussions that should focus on quality, sourcing, and sustainability rather than irrational fears.
It's clear that coffee prices have escalated in recent years, influenced by harvesting challenges, first in Vietnam and later in Brazil, along with the effects of climate change, shifts in global demand, and issues within the supply chain. However, Sureka argues that these factors shouldn’t necessarily lead to a decline in quality. “Responsible brands maintain rigorous quality benchmarks, leaving no room for compromise,” he asserts. “At Coffee Island, we provide 100% pure Arabica with no chicory, all ethically sourced and traceable to its origins. Each batch we produce prioritizes consistency over shortcuts.” Vazalwar concurs, stating, “While margins are indeed tight, there is still an opportunity to produce exceptional coffee and maintain good margins without sacrificing trust. The Indian coffee culture has evolved, and with the acceptance of specialty coffee comes the obligation to remain transparent.”
While coffee adulteration is a possibility, it is not synonymous with blending. The key issues are transparency and honesty: Are brands revealing what’s actually in your coffee? Are they practicing ethical sourcing? Are their labels truthful? If the answers to these questions are affirmative, there should be little concern. Chicory is not the adversary — dishonesty is.
