Tata Starbucks, the 50:50 joint venture between Seattle-based Starbucks and Tata Global Beverages, has opened the doors to its first Starbucks store in India.
The flagship is located at Elphinstone Building, Horniman Circle, Mumbai and marks the beginning of the brand’s Indian foray. Tata Starbucks will open two more stores this week at Oberoi Mall and the Taj Mahal Palace Annexe in Mumbai.
“Our first flagship store in Mumbai is an amazing celebration of great coffee, rich Indian heritage and community. We are investing for the long-term and see great potential for accelerated growth in India,” said Howard Schultz, chairman, president and CEO, Starbucks.
Tata Starbucks offers Indian Espresso Roast, sourced locally through the coffee sourcing and roasting agreement with Tata Coffee. It will be a hallmark feature of all Starbucks stores in the market and Starbucks says it highlights the quality espresso available in India.
As part of the agreement, Starbucks and Tata Coffee will work toward developing and improving the profile of Indian-grown arabica coffees around the world by elevating the stature of Indian coffee, as well as improving the quality of coffee through sustainable practices and advanced agronomy solutions.
“Tata Starbucks is committed to investing in the communities where it does business and creating a great work environment for its people,” said Tata Starbucks CEO Avani Saglani Davda.
The unique flagship store is owned and operated by the joint venture and branded as ‘Starbucks Coffee – A Tata Alliance’. The store is designed to reflect Starbucks coffee heritage and embrace the local culture, with the artifacts, Indian teakwood furniture, floor design and interiors created by local craftsmen and artists.
The 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, and its food offering boasts a selection of 42 items; Western favorites, as well as locally flavors reflected in such items as the elaichi mawa croissant, murg tikka panini, tandoori paneer roll, and star club.
Deepening its commitment to community, Tata Starbucks will 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 will work on initiatives including the promotion of 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 will develop a cultural hub in Horniman Circle, where local artists can come together. The first step in the development of this cultural center was the community service project to clean up the area and prepare it for future development, which took place with Starbucks partners earlier this month.
Since 1971, Starbucks now has more than 17,000 stores around the globe.
Via : InsideRetail.Asia