Uncategorized

Starbucks Coffee now in India with ‘Tata Alliance’

0 14

The new 50:50 joint venture between Starbucks Coffee Company and Tata Global Beverages will be branded as: “Starbucks Coffee ‘A Tata Alliance’,” and to start with will have retail stores in New Delhi and Mumbai.

Moving beyond coffee, the companies have also agreed to jointly leverage assets and innovation to offer a premium tea product branded, Tata Tazo.

The venture, named as Tata Starbucks Ltd, will also work towards developing and improving the profile of Indian-grown Arabica coffees around the world through joint marketing efforts.

The alliance hopes to leverage the global in-home expertise of Tata Global Beverages and the global out-of-home expertise of Starbucks. According to R K Krishnakumar, Vice Chairman, Tata Global Beverages, the alliance is line with the company’s strategy of growing through inorganic growth. “Starbucks brings unique retail expertise as well as a shared sense of business values. We are excited about the opportunities the alliance presents to innovate in the retail space and bring new beverage experiences to more consumers in India,” he said.

Added John Culver, president, Starbucks China and Asia Pacific, “We look forward to bringing the Starbucks Experience to customers in India by offering high quality Arabica coffee, handcrafted beverages, locally relevant food, and legendary service.”

In a separate sourcing and roasting agreement between the two parents companies, Tata Coffee will roast coffee to supply Tata Starbucks, and to export to Starbucks Coffee Company.

About the author / 

Neeta Nair

Leave a reply

You must be logged in to post a comment.

Brand News

Categories

PITCH CMO SUMMIT 2018