The district of Kodagu, also called Coorg, in the Western Ghats of India produces 2% of the world's coffee, the expansion and intensification of which have reduced the forest cover by more than 30% in 20 years. Innovative actions are therefore urgently required to link economic development and biodiversity conservation, and stakeholders are exploring three strategies to add value to coffee from Coorg and prevent further biodiversity erosion: registration of trademarks; geographical indications; and environmental certification, via eco‐labels. This article analyses their respective strengths and weaknesses and discusses the synergies between them.