This paper is part of the author's PhD work submitted to the Centre for Studies in Science Policy Jawaharlal Nehru University, New Delhi. The author would like to thank the reviewers for their comments, Rohan D’Souza, Saradindu Bhaduri and Ambuj Sagar as also the Centre for Social Markets, Coffee Board of India, Karnataka Growers’ Federation, Hassan District Planters’ Association, United Planters’ Association of Southern India and Karnataka Planters’ Association for their help in the field.