Industry

Tata, Starbucks to extend their partnership beyond India

Tata Sons and Starbucks have finalised multiple new joint initiatives for expansion which include building the iconic American coffee chain’s brand and business. File Photo: P.V. Sivakumar  

In a bid to raise their partnership to a new level, Starbucks Coffee Company and the Tata Group have agreed to take a host of initiatives, including the inclusion of a single-origin coffee from India in its U.S. outlets, bringing the brand to Vistara airlines and taking Himalayan mineral water to Asia Pacific markets.

The decision was taken following a meeting of Starbucks Chairman Howard Schultz, and Cyrus Mistry, Chairman, Tata Sons, at the American giant’s iconic roastery and tasting room in Seattle, Washington last week.

Single origin

“For the first time, Starbucks will offer a single-origin coffee from India in the U.S., giving customers from outside the country a unique opportunity to experience a rare, small-lot coffee from Tata Nullore Estates ,” the Mumbai-based company said in a statement.

“These announcements build upon the incredible success and shared values between Starbucks and Tata in our partnership in India,” Mr. Schultz said in the statement.

“We are humbled by the way in which customers in India have embraced Starbucks’ elevated coffeehouse experience, which now spans to more than 80 stores. Starbucks Reserve Tata Nullore Estates, the first-ever Starbucks Reserve coffee sourced exclusively from India, highlights the deep coffee heritage and expertise of both companies to source, roast and distribute the finest-quality arabica coffees,” he said.

Starbucks coffee will be available on Vistara, a full service airline, later this year. Vistara is a joint venture between Tata Sons and Singapore Airlines, which operates more than 457 flights weekly to 17 destinations and flew two million travelers by June.

Starbucks also announced plans to increase its coffee roasting capacity for supplying to its stores in India. The first roasting and packaging plant opened in Coorg, Karnataka, in 2013, and has steadily increased its roasting capabilities.

Following the success of the tea category in its U.S. stores, Starbucks will extend its Teavana specialty tea brand to India this December, the company said. The joint venture is also collaborating on the development of a signature Indian tea blend that will be available across all Starbucks stores in India.

Starbucks entered the Indian market in October 2012 through a 50:50 Joint Venture with Tata Global Beverages, operates 83 stores in India by the joint venture, TATA Starbucks Private Limited, and branded as Starbucks Coffee - “A Tata Alliance”.

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Printable version | May 7, 2021 8:31:43 PM | https://www.thehindu.com/business/Industry/Tata-Starbucks-to-extend-their-partnership-beyond-India/article14404953.ece

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