Viral Video Sparks Coffee Adulteration Fears — Experts Set the Record Straight

In May 2025, a viral Instagram Reel by a popular finfluencer stirred concerns about coffee adulteration in India, warning that rising prices might lead to mass use of chicory as a cheap filler in coffee. The video compared the situation to past controversies like analogue paneer, urging consumers to be cautious about what’s in their cup. But is this fear justified, or just alarmist hype?

What Is Coffee Adulteration?

Industry experts explain that adulteration involves misleading consumers by hiding the true contents of their coffee, not just adding ingredients. For example, mixing cheaper Robusta beans into coffee labelled as 100% Arabica or blending stale coffee without disclosure counts as adulteration because it lacks transparency.

Chicory: Tradition, Not Adulteration

Chicory, a roasted Mediterranean plant root, has been part of Indian filter coffee culture—especially in South India—for decades. It adds a rich, earthy flavour and poses no harm when used openly and moderately. Indian regulations limit chicory content to about 45–50% and require brands to disclose blends exceeding this limit, often labelling them as 80:20 or 70:30 coffee-to-chicory ratios. Such clear labeling shows that brands regulate and openly use chicory, respecting tradition rather than deceiving consumers.

Clearing Up the Confusion

Experts call on people to stop spreading misinformation that brands traditional South Indian filter coffee as adulterated. They say these claims are incorrect and disrespect a long-standing cultural heritage. The coffee community grows increasingly frustrated as false alarms damage trust and distract from important discussions on quality, ethical sourcing, and sustainability.

Impact of Rising Coffee Prices

Despite global coffee prices rising due to poor harvests in Vietnam and Brazil, climate change, and supply chain issues, responsible brands uphold strict quality standards. Brands like Coffee Island offer 100% pure Arabica without chicory, ethically sourced and fully traceable, proving that quality can remain intact.

Honesty Over Fear

While coffee adulteration does occur, blending with chicory remains a widely accepted and transparent practice. What truly matters is honesty: brands must clearly disclose what’s in the cup, source ethically, and label truthfully. When they do, there is little cause for concern. Chicory is not the enemy—dishonesty is.

Source: India Today