Starbucks Coffee Company made its maiden foray into the Indian market recently with its first flagship outlet at Mumbai's Horniman Circle. This week, two more stores will be launched in the city. One of these will be at Oberoi Mall and the other at the Taj Mahal Palace Annexe.
Howard Schultz, chairman, president and chief executive officer, Starbucks Coffee Company, said, “We are proud to enter the Indian market with Tata Global Beverages, a global company that shares many of the same values that Starbucks was founded on more than 40 years ago.”
“Our first flagship store is an amazing celebration of great coffee, rich Indian heritage and community. Together, our two companies are bringing an unparalleled experience to India customers,” he said.
Schultz added, “We are investing for the long-term and see great potential for accelerated growth in India.” R K Krishnakumar, vice-chairman, Tata Global Beverages, said, “This is a historic moment for Tata Global Beverages and Starbucks.”
“Both companies have a history of delivering product innovation and the highest quality experience to customers around the globe. We are delighted to come together today and transform the coffee experience for consumers across India,” he said.
Krishnakumar said, “It also provides a community gathering place to connect with family and friends.” Besides the third-place experience Starbucks is known for globally, the two companies will offer Indian Espresso Roast, sourced locally through the agreement with Tata Coffee.
The Indian Espresso Roast will be a feature of all Starbucks stores. As a part of the agreement, Starbucks and Tata Coffee Ltd will work toward developing and improving the profile of Indian-grown coffees by elevating their stature and quality through sustainable practices.
Commenting of the launch of the first Starbucks outlet, Avani Saglani Davda, chief executive officer, Tata Starbucks Ltd, said, “We are honoured to open our doors to customers today and look forward to sharing our passion for high-quality, locally sourced and roasted espresso.”
Adding that they also look forward to sharing the moments of connection Starbucks baristas are known for around the globe, she said, “Tata Starbucks Ltd is committed to investing in the communities where it does business and creating a great work environment for its people.”
The flagship store is owned and operated by the joint venture announced in January 2012 and is branded as Starbucks Coffee – A Tata Alliance. The store is strategically located and has been designed to reflect Starbucks' coffee heritage.
Moreover, it will embrace the local culture. Keeping that in mind, the store will have a number of artifacts and Indian teakwood furniture. The floor design and interiors have also created by local craftsmen and artists.
The extensive product portfolio includes Starbucks' signature espresso-based beverages, as well as Starbucks VIA Ready Brew and Starbucks Reserves. The store will also offer Tata Tazo and Himalayan mineral water.
Its food menu boasts a wide selection of 42 items. Apart from Western favourites, there will be a number of locally-relevant items as the Elaichi Mawa Croissant, Murg Tikka Panini, Tandoori Paneer Roll, and the signature Star Club.
Tata Starbucks Ltd will also work to improve the lives of coffee-growing communities in Karnataka. The joint venture, through an initial financial commitment, will work to support Swastha, a school for children with special needs (in partnership with the Coorg Foundation).
Additionally, Tata Starbucks Ltd will work on initiatives including the promotion of responsible agronomy practices and training of local farmers, technicians and agronomists to improve their coffee-growing and milling skills.
Along with exploring social projects which could positively impact the communities in the coffee- growing regions where Tata Global Beverages is active, the joint venture is committed to supporting the local community near the store.
Toward this, Tata Starbucks Ltd has a cultural hub in Horniman Circle, to bring local artists together. They launched a community service project to clean up the area and prepare it for future development. This took place with Starbucks partners earlier this month.
