According to a media report, Starbucks, the biggest coffee company in the world, has chosen to add “masala chai” and “filter coffee” to its menu in an effort to attract more Indian customers. For the past few weeks, the business has been hard at work updating its menu to better suit Indian tastes. According to the report, Starbucks has already started offering street-style sandwiches and milkshakes.
The well-known coffee shop chain also offers “turmeric lattes” and “chole paneer kulchas” on its menu. Currently, Bengaluru, Gurgaon, Bhopal, and Indore are the four markets where the new products in the menu are being evaluated. Based on the feedback obtained from these cities, the products will be introduced across the entire country.
What is the aim
“The aim is to learn, to observe consumer acceptance across markets, to see the subtleties, to check and adapt, and then to see where it goes,” said the report, quoting Sushant Dash, chief executive officer of
The Starbucks chain in India is positioned at premium level, in terms of its pricing. Its rivals such as Costa, Cafe Coffee Day (CCD), offer the similar beverage items at significantly lower prices.
Until 2021, the coffee chain expanded to over 260 coffeehouses across 26 cities in the country. The first Starbucks coffeehouse was opened in Mumbai in 2013. It operates under the 50:50 joint venture agreement between Tata Consumer Products Limited (formerly Tata Global Beverages Limited) and Starbucks Coffee Company, hence the name Tata Starbucks.
When the decision taken
The action is being taken at the same time as Mukesh Ambani’s Reliance is attempting to import the Pret sandwich and coffee chain from the United Kingdom to India.
In a statement on June 30, Reliance Brands Ltd (RBL) chief executive Darshan Mehta said in a joint statement that the partnership was “rooted in the strong growth potential” of the Pret brand, known for its organic coffee and upmarket sandwiches, and the Indian food and beverage industry.