Is coffee adulteration for real?
It started with a video that went viral and grabbed a lot of attention online (including mine).In May 2025, a popular finfluencer likened the future of coffee to the infamous controversy around analogue paneer, claiming that, due to skyrocketing prices, coffee is now ripe for mass adulteration. In the reel, he pointed to chicory as the likely 'filler' that will see a rise in use, warning viewers to be cautious of what ends up in their morning cup.advertisementNow, is that something backed by facts or just another case of alarmist internet content?
To understand what's really going on and whether your coffee is indeed being compromised, we spoke to people who live and breathe coffee: a certified Q-grader and leading roasters who are shaping India's speciality coffee scene. Their insights tell a more nuanced story, one that separates marketing myths from real quality concerns and explains why chicory isn't necessarily the villain it's being made out to be.Let's define the word 'adulteration' firstAccording to industry experts, coffee adulteration is not about what's being added, but what is being kept from us or hidden as an ingredient.'If a brand promises 100% Arabica but mixes in Robusta, or claims a higher grade of beans than they actually use, that's adulteration,' says a prominent third-wave coffee roaster, Mithilesh Vazalwar. 'It may not always be harmful, but it's misleading. And that's where the issue lies, in lack of transparency.'advertisementNow, that would also include those who blend low-quality or even stale coffee into fresher batches to cut costs. Even this is adulteration because it violates consumer trust, even if it doesn't pose a direct health risk.What about chicory? Is that an adulterant?Not at all, calling it one is absolutely incorrect.'Chicory has been part of India's coffee culture for decades, especially in South Indian filter coffee,' says Pratyush Sureka, founder of Vita Nova Gourmet and Coffee Island. 'It's not an adulterant when used transparently and in moderation.'Chicory is a Mediterranean plant with edible leaves, blue flowers, and a thick taproot that. When dried, roasted, and brewed, it creates a thick, dark drink with notes of chocolate, nuts, and caramel. Which is where it gives the feel of real coffee. It gained popularity during shortages. Some even consumed it for its medicinal benefits (which it had none) but even then, it has remained a beloved part of traditional blends ever since.
Chicory gained popularity during shortages. (Photo: Unsplash)
'There are even regulations in place,' adds the third-wave roaster. 'There's a cap on how much chicory can be added, around 45-50%. Anything above that must be disclosed. And most quality brands do exactly that.'advertisementIn fact, the very presence of this labelling is a sign that chicory use is regulated, not hidden. 'If it were truly an adulterant, brands wouldn't be openly printing 70:30 or 80:20 blends on their packaging,' he adds.So, where does the confusion come from?'We need to stop amplifying voices that don't know what they're talking about,' says Vazalwar bluntly. 'Calling South Indian filter coffee, with its iconic 80:20 coffee-chicory blend, 'adulterated' is not just ignorant, it's disrespectful to an entire cultural tradition.'There's a growing frustration within the coffee community about how misinformation can damage consumer trust and derail conversations that should be about quality, sourcing and sustainability, not fear.Are rising prices pushing bad practices?There's no denying that coffee prices have surged in recent years due to the problems with harvests, first in Vietnam and then in Brazil. There's also the climate change impacts on production, global demand shifts, and supply chain issues. But according to Sureka, this isn't necessarily a reason for quality to drop.
Coffee prices have surged in recent years. (Photo: Unsplash)
advertisement'Responsible brands operate with stringent quality standards that leave no room for compromise,' he says. 'At Coffee Island, we offer 100% pure Arabica with zero chicory, ethically sourced and traceable back to origin. Every batch is about consistency, not shortcuts.'Vazalwar agrees. 'Yes, margins are tight. But there's still space for doing beautiful coffee and beautiful margins, without compromising trust. The Indian coffee culture has matured. We've embraced speciality coffee, and with that comes a responsibility to stay honest.'The bottom lineIt is not that there is no scope for coffee adulteration, but it is not the same as blending. What truly matters is clarity and honesty: Are brands telling you what's in your cup? Are they sourcing ethically? Are the labels truthful?If the answer is yes, there's little to worry about. Chicory isn't the enemy — dishonesty is.- EndsMust Watch
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