, India

Affordable Indianized Starbucks menu to get new customers: GlobalData

But the analyst said it could dilute the global brand proposition.

The Tata Starbucks Private Limited, an Indian joint venture of Starbucks with Tata Consumer Products, is seen to produce new customers due to its affordable and localised menu, GlobalData said.

It may help Starbucks mitigate inflation but it risks diluting its international brand proposition.

Starbucks is also reportedly rolling out a “trial” smaller beverage cup in four bustling Indian cities: Bengaluru, Gurgaon, Bhopal, and Indore.

Bobby Verghese, consumer analyst at GlobalData, said, “Since opening its first store in India in 2012, Starbucks has strived to Indianize every aspect of the consumer experience, from products and pricing to store ambiance and marketing. For instance, the cost of a Starbucks coffee is cheaper in the price-sensitive Indian market than that in Singapore or China. Yet, Starbucks has always set itself apart from competitors such as Cafe Coffee Day with its premium pricing and American brand aura."

Follow the link for more news on

Join QSR Media Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!


2021: Year In Review
We look back at the highs and lows of the Asian multi-site restaurant industries these past twelve months.
Subway APAC president: regional growth can match U.S. foothold
In his first-ever interview with QSR Media, Eric Foo details the chain’s expansion targets and stressed their ongoing investment in digital engagement.
How EFG is rethinking its brand portfolio to turbocharge post-COVID growth
Managing director Martin Darby elaborates on the company’s omnichannel strategy and reveals key advantages of handling brands from various franchisors.