Tata, Starbucks take partnership beyond India

Tata, Starbucks take partnership beyond India

Tatas and Starbucks announced several new initiatives to extend their partnership

The Dollar Business Bureau

In order to take their partnership beyond India, Tatas and Starbucks announced several new initiatives that include taking its single-origin coffee from India to the outlets in other countries.

“This is the first time Starbucks will provide a single-origin coffee from the country to the US, offering customers a unique chance to experience a rare, small-lot coffee cultivated at the Tata Nullore Estates in the beautiful growing area of Coorg in India," said a statement released by the two companies.

“Starbucks Reserve Tata Nullore Estates will be the only coffee from the country to be roasted at Seattle-based Starbucks Reserve Roastery and Tasting Room and will be available at the location at the end of this year," the statement added.

The announcement came after Cyrus Mistry, Chairman, Tata Sons and Howard Schultz, Chairman and Chief Executive, Starbucks Coffee Company had a meeting last week in Seattle, Washington.

The two leaders have taken a host of new joint initiatives that enhance the prevailing relationship between Tata and Starbucks to strengthen their companies' commitment to developing Tata-Starbucks brand and creating a distinct kind of company in India, it said.

The American giant also announced plans to enhance its capacity for coffee roasting for shipping to its outlets in India. It will also introduce Kenyan as well as Sumatran coffees at Starbucks outlets across India.

“These declarations are the result of incredible success and values mutually shared by Starbucks and Tata in their association in India,” said Schultz.

“The group is pleased the way the customers in India have liked their offerings in 80 stores across 6 cities,” he added.

"As we continue our partnership with the Tatas, we are pleased to introduce the best coffee from India to its new customers," he said.

Besides, the Starbucks’ Teavana speciality tea category in the US, stores will be introduced in India this year in December with rare, bold and customised flavour combinations.

The two companies also said that they will also encourage sustainable tea practices in India.

Cyrus Mistry, Chairman of Tata Sons and Howard Schultz, Chairman and Chief Executive of Starbucks Coffee Company in Seattle, Washington.

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The Dollar Business Bureau - Jun 27, 2016 12:00 IST