How much do coffee growers make from a cup coffee that costs $4 on streets of New York or London?” asks Srivatsa Krishna, Chairman and CEO, Coffee Board of India. Based on street shopping experience, I say 50 cents. He asks me to take another guess. Figuring that it could be lower, I come up with 35 cents. Srivatsa says, “All that they make is 4-5 cents on a $4 cup of coffee.” That’s just 1 per cent of the price charged in New York for the world’s only shade-grown, hand-picked coffee and sun-dried beans, which fall under the mild category.