Chennai: Tata Starbucks can be credited to have reinvented the coffee industry in India. With the firm now having 128 stores across seven cities in the country, it has over 1,200 employees working for the firm at the moment.
With revenue, store count and customer footfall on the rise, News Today spoke with head Ā Marketing, Category and Digital, Tata Starbucks, Veetika Deoras about the beverage industry, changing customer trends and the need for innovation in the highly competitive market.
Excerpts from her interview:
Q) Starbucks reinvented the coffee world in India. Being such a big player in the market, what does the firm have to do to continuously succeed?
A) We are extremely humbled by the way the Indian customers have embraced the Starbucks experience. India is one of the fastest growing emerging markets. We believe we are building the business the right way. We have growth plans to open more stores in cities that we are present in and to venture into new cities such as the recently ventured market Kolkatta. As we continue to grow, we will be thoughtful in our expansion. We will be balancing the need to build a strong presence for Starbucks in India and at the same time meet the expetations of our customers.
Q) There are more than 125 retail stores for the brand at the moment. How do you plan on expanding the chain? Will it be focussed on metros or will future outlets feature tier 2 and tier 3 cities?
A) India has been one of the fastest growing markets for the brand. It is a market that Starbucks is optimistic about. We have followed a thoughtful and disciplined approach to expansion. We believe that it is essential for the long-time success of the brand in India. As we look ahead, we will continue expanding Starbucks presence in the country.
Q) Being in a highly competitive industry, innovation must be the core. How does Starbucks deal with the need for constant innovation?
A) Innovation across our offerings has been the core to building affinity with the Indian customer and for our success thus far and it will be contributing to our future as well. We have innovated across multiple areas such as customer experience, beverages, brewing techniques, store formats, etc. Last year in May, we launched out first ‘Coffee Fort Store’, which we opened in Mumbai, where the theatre and artistry of coffee is on display with different brewing methods. We have also introduced in the market a series of Arabica sourced coffee from across different parts of the coffee belt. We have also brought different brewing methods to the coffee market beyond French Press and we have our White Eagle Espresso machines in the market. Teavana, our tea brand has re-imagined the modern tea experience in the way that only Starbucks can. We have continued to launch beverage innovations and give our customers new experiences such as the Alphonso Mango Capuccino which was created in India. We also have innovated across locally relevant food items. We do believe that innovation is at the core at Starbucks. What is important is that while we are innovating on our customer experiences, we also very actively listen to our customers. Just as we target customers, we equally listen to them as well.
Q) Talk to us about the marketing focus of the firm in India.
A) Starbucks has been built on three key pillars. Our coffee, our store partners and out stores. As a company, it is known for its iconic third place experience where we believe our customers come for coffee, stay for the warmth and return for the human connection. For us in India, these three pillars continue to remain our focus areas. We are passionate about coffee, our partners are the centre of our success. Our stores are designed to evoke the rich heritage of India. For us, these three pillars continue to be the areas of our focus.
Q) A word on changing customer experience with Brewtober and Pumpkin Spice Latte.
A) Brewtober is basically a seven day celebration of our customer and our coffee. The celebrations is set to take place till 7 October and will offer authentic instore experiences. We are humbled by the way Indian customers have included us as part of their daily routine. We opened our first store in October 2012 and today we have 128 stores across seven cities. We are committed to India for the long-term, to our coffee growing communities, to our customers and our partners.
Q) How is the Indian market when compared globally? Also, do tell us which part of the country has shown the highest customer base.
A) India is an extremely diverse market. The Indian customer is well aware and well travelled. The Indian customer is evolving and is open to experimentations when it comes to coffee. We have launched a series of innovations in India and have been pleased with the traction that each of those have seen. India holds high potential.
| CHANGES ATOP |
| Tata Starbucks has announced Navin Gurnaney as its chief executive officer effective 1 January, 2019. He will replace Sumitro Ghosh who will returns to the US parent company after a three-year stint.
The company said Gurnaney will be responsible for driving Tata Starbucks overall strategic direction and vision in India and further strengthening Starbucks business growth. With this role, he is returning to Starbucks after first joining in 2004 where he was a leader on US business for eight years in operations and partner resources, based in Atlanta, Georgia. |