Here’s how Tata-Starbucks plans to dominate India’s hot drinks market
It will offer Indian single-origin coffee in the US.
Tata Sons Limited and Starbucks are rolling out a stream of new initiatives, as chairman and chief executive officer of Starbucks Coffee Company, Howard Schultz, and chairman, Tata Sons Limited, Cyrus Mistry, signed off on multiple joint projects in a bid to solidify the Tata-Starbucks brand in India.
According to a report by Starbucks, for the first time, Starbucks will offer a single-origin coffee from India in the US.
Starbucks also revealed plans to boost coffee roasting capacity for supplying its India stores.
The coffee giant also shared that it will soon take flight on Vistara, India’s fastest growing full service airline, in 2016. Starbucks fresh brewed coffee service will be exclusively available on all Vistara flights.
In addition, Starbucks will expand its Teavana specialty tea brand to India in December 2016, building on the success of the tea category in Starbucks US retail stores. Currently, Tata-Starbucks is working on the development of a signature Indian tea blend to be made available across all Starbucks in India.
The coffee chain further unveiled news that it will expand the availability of Himalayan Mineral Water, bottled by Tata Global Beverages, beyond Starbucks stores in India to Singapore by late 2016.
Tata-Starbucks also committed to providing Indian youth with skills training over the next five years. It will partner with Tata STRIVE, an initiative launched in 2014 with the aim of empowering the young people of India with skills for employment, entrepreneurship and community enterprise. The joint partnership is expected to benefit up to 3,000 disadvantaged Indian youth.
“These announcements build upon the incredible success and shared values between Starbucks and Tata in our partnership in India. We are humbled by the way in which customers in India have embraced Starbucks elevated coffeehouse experience, which now spans to more than 80 stores across six cities," commented Schultz.
