As Starbucks completes 10 years in the country and opens its first Reserve store here, its group president, international and channel development, and Sushant Dash, CEO at Tata Starbucks, speak about making it a premium brand, Indians being value conscious, and balancing global menu with local tastes
[L-R] Emmy Kan, president, Starbucks coffee, Asia Pacific; Michael Conway, group president, International and Channel Development, Starbucks and Sushant Dash, CEO, Tata Starbucks at the launch of India’s first Starbucks Reserve store in Mumbai
In October 2012, Howard Schultz and Ratan Tata launched the first ever Tata Starbucks store in India at the iconic Elphinstone Building, Fort, in Mumbai. On October 18, Tata Starbucks marked 10 years of its presence in India. The first ever Tata Starbucks store has now been revamped and relaunched as the first Starbucks Reserve store in India. The concept of Reserve stores is to provide "the signature Starbucks coffee experience”, with a special coffee and food menu for its customers.
Starbucks in India launched as a 50:50 joint venture between Starbucks Coffee Company and Tata Consumer Products. Currently, there are more than 300 stores in 36 cities across the country. This year, Tata Starbucks also marked its largest store expansion in a single year, with its entry into 14 cities. Forbes India spoke with Michael Conway, group president, international and channel development, Starbucks, and Sushant Dash, CEO at Tata Starbucks, on the company's India growth story.
Edited excerpts:
Q. What has been the growth story for Starbucks in India, which is traditionally a chai-drinking market?