A viral video by a popular financial influencer sparked alarm in May 2025, warning that coffee, like analogue paneer, may be the next target of large-scale adulteration. As coffee prices surge globally, he suggested chicory might become a common “filler” in coffee blends, raising eyebrows among daily drinkers. But is there truth behind the fear, or is this another round of internet exaggeration?

To separate fact from fiction, industry experts including certified Q-graders and leading Indian coffee roasters have weighed in. Their conclusion: adulteration in coffee is real, but not the way it’s being portrayed online. The real issue isn’t the addition of chicory or other ingredients it’s the lack of transparency in labeling.

According to Mithilesh Vazalwar, a third-wave coffee roaster, “Adulteration happens when brands mislead customers. If you promise 100% Arabica and secretly add Robusta or lower-grade beans, you’re not being honest even if it doesn’t pose a health risk.” Other forms of adulteration include mixing stale coffee with fresh batches or hiding the actual origin and quality of beans.

Chicory has long been part of India’s coffee heritage, especially in South Indian filter coffee. “It’s not an adulterant,” says Pratyush Sureka, founder of Vita Nova Gourmet. “It’s a traditional ingredient, used openly and in moderation.” Chicory root, when roasted, delivers a rich, nutty flavor and was historically used during coffee shortages. Today, it’s still preferred by many for the taste and texture it adds.

There are regulations in India that allow up to 45–50% chicory in blends, and brands are required to label it. Seeing 70:30 or 80:20 blends on packaging is not a sign of hidden ingredients but rather of compliance and transparency. In fact, experts argue that calling these blends "adulterated" ignores both regulatory standards and cultural history.

Despite rising global coffee prices, major brands and speciality roasters maintain strict sourcing and quality controls. “Yes, costs are rising,” says Sureka. “But that doesn’t mean the market is turning to shady practices. Quality-conscious brands still deliver pure, traceable coffee.”

So, is coffee adulterated? Sometimes but not always in harmful or hidden ways. The real issue lies in whether companies are upfront about what they’re offering. Chicory isn’t the enemy; misleading marketing is. Consumers should stay informed and read labels carefully, but there’s no need to panic every time prices rise or a viral video goes live.