NEW DELHI: Resident Indians in the will now be able to smell and taste the coffee from its home ground. In a major initiative by the Tata Group, the coffee grown at the Tata Nullore Estates located in Coorg will now be available at Starbucks in Seattle.
Starbucks Corporation will introduce Tata Group’s single-origin coffee in the US and its Himalayan mineral water in Singapore. Tata Starbucks Pvt. Ltd will also introduce Kenyan and Sumatran coffees at Starbucks stores across India, the company said in a statement on Monday.
Starbucks coffee will be available on Vistara, a full service airline, later this year. Vistara is a joint venture between Tata Sons and Singapore Airlines, which operates more than 457 flights weekly to 17 destinations and flew two million travellers by June.
This is part of the multiple new initiatives decided in a meeting between the chairman and chief executive officer of Starbucks Coffee Company, Howard Schultz, and chairman, Tata Sons Limited, Cyrus Mistry, at the iconic Starbucks Reserve Roastery and Tasting Room in Seattle.
“Our journey with Starbucks since October 2012 has been gratifying. We are honoured to be sourcing the finest Indian coffee and introducing Starbucks customers outside the country to its quality for the first time,” the Tata Group chairman said.
“We are proud to work with Starbucks to ensure we meet the global demand for high-quality coffee over the long-term,” said Mistry.
“With the opening up of FDI in rubber and coffee, many of the global brands will find its way into India as it is a very big consumer market,” said C Vinayaraghavan, CEO, Harrisons Malayalam and Chairman Association of Planters of Kerala.
India has become Starbucks fastest-growing market since the first cafe opened in 2012 in a partnership with Tata Global Beverages Ltd. Since then, the chain has expanded to 84 locations across six cities. Starbucks said India will be among its five largest markets in the long term.
The Coca-Cola system in India also procures coffee beans of the order of 5,000 tonne annually valued in excess of `90 crore and exports it to roasters and trade houses in countries like Italy, Germany, Belgium, Spain, Portugal, Australia, the US, France, Israel, Slovenia, the UK, Poland, Sweden and others