Starbucks in Delhi, to brew it up for Indian palette

Feb 07 2013, 14:56 IST
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SummaryFor those of you who love to get your fingers around that strong cup of coffee first thing in the morning, head to Hamilton House in Connaught Place.

For those of you who love to get your fingers around that strong cup of coffee first thing in the morning, head to Hamilton House in Connaught Place.

American beverage chain Starbucks opened its first flagship store in Delhi on Wednesday. Keeping in mind the taste and preferences of Indian customers, new food items have been introduced here.

The décor gives the feeling of an anglicised dhaba. Cobwebs made of jute ropes with twisted tyre tubes to impersonate a spider make for the false ceiling.

Cemented walls without any glossy paint, tables and chairs made of unpolished wood give a rustic feel to the outlet.

Jute ropes tied to rusted iron frames divide the sitting area and photographs of local craftsmen who who gave the store its look adorn the walls.

The contemporary design of the store — the concrete walls has been left in its natural texture — and weaves of Indian craftsmen, sets it apart from the other coffee shops in the city.

John Culver, President, Starbucks Coffee (China and Asia Pacific), said, “We are extremely proud and honoured to enter the New Delhi market and open a store that reflects the soul, architecture and heritage of India and create a unique third place for customers.”

This is the coffee chain’s seventh store in India, with two being recently opened at the Indira Gandhi International Airport.

The store will offer a wide range of Starbucks signature beverages in addition to Tata Tazo Tea and Indian Expresso Roast that is sourced locally through the coffee sourcing and roasting agreement with Tata Coffee.

“Beyond store investment, we are also ethically sourcing and roasting coffee of the highest quality locally,” Culver said.

“We are trying to respect the Indian palette. So we have new additions like ‘murg makhani pie’ and ‘lal achari mirch turnover’ to suit the taste of Delhiites,” Avani Saglani Davda, CEO, Tata Starbucks Limited, said.

A novel addition for the Indian market is the Starbucks card which can be recharged with a minimum amount of Rs 200 and a maximum of Rs 5,000. These cards can be used to make purchases in any of the Strabucks stores across the country.

India will be among top five markets: Starbucks

New Delhi : US-based coffee chain Starbucks on Wednesday said India will become one of its top five global markets in the long-term and will continue to expand aggressively here.

The company, which has missed its target of opening 50 outlets in the country by 2012 at an investment of Rs 400 crore, however, remained non-committal on by when it would be able reach the milestone.

“We are committed to India for the long term and we want to grow aggressively here. India will be our top five markets around the world over a long term,” Starbucks Coffee President (China and Asia Pacific) John Culver told reporters here.

He, however, declined to share any time-frame and said currently the US, Canada, Japan, the UK and China are its top five markets. Starbucks is present in India as an equal joint venture with Tata Global Beverages.

(Reporters are students of EXIMS)

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