Go Glocal

Crafting experiences with a glocal touch, Tata Starbucks CEO SUSHANT DASH is credited with pioneering personalised coffee culture in a tea-loving nation

- Reema Bhaduri

IN A NATION predominantly fuelled by tea, Starbucks, the global coffee titan with its green siren logo has been conquering the Indian market. With over 410 stores in more than 60 cities across India, the brand has carved its niche presence over a decade since opening its first outlet in Mumbai in 2012.

For Starbucks, the Indian foray has been as much about establishing the brand as it has been about cultivating an entirely new market segment. “As we grow in India, for us, it is not just about a brand share gain or in terms of opening more stores, but it is also the category creation,” asserts Sushant Dash, CEO, Tata Starbucks. “We are very proud that Starbucks has played a very critical role in creating the specialty premium coffee market in this country over the last ten years,” he adds.

The endeavour to mould consumer preferences and redefine the coffee experience has been central to Starbucks’ journey. Recalling the ambitious expansion drive and introduction of premium coffee culture, Dash acknowledges, “It has been a great journey. There are no two ways about it. We can truly say that today we cut across the length and breadth, not just in Tier-1 but even in Tier-2 and Tier-3 cities.”

Crafting Experiences

What sets Starbucks apart is its holistic approach that goes beyond just the product itself. “For us, it is not just about efficiency. It is about the connection, the store design and our partners who bring the craftsmanship to the table. Importantly, it is at the heart of all that we do – it is about the coffee,” explains Dash.