Sushant Dash, CEO of Tata Starbucks, shares the company's plans on the 'Indianisation' of offerings and expansion, in an interview with Storyboard18
Sushant Dash, CEO, Tata Starbucks
Tata Starbucks will be celebrating 10 years in India this year. It has introduced a range of beverages to cater to Indian tastes including cardamom-flavoured and masala chai, and filter coffee at its outlets in Bengaluru, Bhopal, Indore, and Gurugram. Storyboard18 caught up with Sushant Dash, CEO of Tata Starbucks, to find out what took the brand a decade to ‘Indianise’ its offerings, introduce an entry level Picco size for its beverages, and what are the company’s expansion plans for the Indian market.
Edited excerpts.
Q. You have introduced an 'Indianised' Starbucks menu. How has it fared and what is the consumer's reaction to it?
What we are doing is three things as a pilot across four cities. First, launching the new size, Picco, measuring 6 oz. The reason behind launching a smaller size is that in India, the amount of beverage that we consume, either while having chai at home or in a ‘tapri’ (roadside stall), is not huge. The share of stomach that Indians are used to is much lower as compared to the West. The idea is to cater to this audience.
The second thing we realised that when people come in groups, there will be somebody who doesn’t want the offerings we have and may want something that is more familiar. Therefore, we launched filter coffee and tea in two variants—masala chai and cardamom-flavoured chai, and milkshakes. Milkshakes are targeted at children, who come with families, and their parents may not want to give them tea or coffee.