![]() Wi th its store count exceeding 40, the Tata Starbucks joint venture had clearly come a long way sinee it was kicked off in January but it was too early to celebrate. Howard Schultz, believed that India could one day rival the company's successful venture in China. Given these encouraging trends, Starbucks CEO. Domestic consumption of coffee had risen 80 percent in the past decade. While India was a nation known for its tea drinkers, sipping coffee and socializing at coffee shops was becoming increasingly popular. chairman of Tata Global Beverages.' The Indian care market offered a lot of potential for the new Tala Starbucks alliance. to the Indian consumer." announced Cyrus P. 2 The Tata Global Beverages board of directors expressed a lot of excitement about the potential of the newly formed joint venture between the company and Starbucks." "Through Tara Starbucks, your company offers the legendary Starbucks coffee experience, backed by the trust of the Tara name. A joint venture was formed, and Starbucks coffee was introduced to the Indian market in October 2012 with a generous initial investment of $80 mijlion. An attempt to enter the market several years earlier had failed due to complications with the Indian government and foreign direct investment (FDf) restrictions:' The company had withdrawn its application then and was an eager responder when India's esteemed Tata Group knocked on its door with a partnership opportunity. I Starbucks had had its eye on the large Indian market for a while. However, the company remained committed to making this venture a success over the long term. #First starbucks blend how to#1 CASES CASE 12 TATA STARBUCKS HOW TO BREW A SUSTAINABLE BLEND FOR INDIA [n early the financial press reported that the Tata Starbucks [oint venture had incurred major losses in its first full year in the Indian market. ![]()
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