Q] What motivated you to introduce Cold Brew in the Indian market, and how do you perceive its demand among Gen Z consumers?
Cold Brew is not just a beverage. It is made with single-origin Kenya beans, steeped for 48 hours. It’s really about celebrating the practice—precision, passion, and, of course, patience—because it’s a long and meticulous brewing process. The result is a smooth and complex flavor that can only come from time. That is the experience we want to give our consumers.
Gen Z and the younger consumers are absolutely loving the Cold Brew, and we also understand that we need to have something that suits everybody’s profile. So, while we have the signature Cold Brew, we also have a Vietnamese Cold Brew, a Ginger Ale Cold Brew and even a Nitro Cold Brew. We need to keep innovating for the Gen Z, we need to keep giving them offerings that they feel most pleasantly surprised by. So, we’ve launched a Zesty Orange for this summer and a Coconut Cold Brew. We want to keep it very relevant to Gen Zs.
Q] Starbucks has collaborated with Anamika Khanna for the special tote bag collection. What kind of demand have you seen from Indian consumers for that product line and how has the collaboration fared for Starbucks?
The collaboration with Anamika Khanna was especially meaningful for us. While we’ve partnered with several designers for our merchandise launches, this one stood out as it marked the opening of our 100th store in Mumbai — a significant milestone. What made it even more special was Anamika’s thoughtful approach in designing bags that truly reflected the unique lifestyles of different Mumbai catchments — from Andheri and Worli to Colaba, Malad, and Kandivali. Each design allowed customers to wear their neighbourhood pride, and the response was incredibly positive. It was also the first time Starbucks ventured into apparel, making the initiative even more exciting and encouraging for us.
Q] What are your expansion plans like? Are you planning to tap Tier 2 and Tier 3 cities?
We are absolutely geared up. We are the largest operating organised cafe in India and we’re present in over 65 cities at this point in time. So, expansion has always been a huge focus for us. We need to be ahead of the curve to create the coffee culture in India across places. It’s no longer just a metro-city trend. Tier 2 and Tier 3 cities are now a big focus for us. In fact, people are getting closer to trying new things and experimenting. We also host speciality brewing workshops, many of which are being held in Tier 2, Tier 3 cities as well.
Q] You’ve also launched Refreshers with two new flavours in India. What kind of demand do you see for this product?
Starbucks Refreshers is a product that we saw Gen Z and millennials hugely resonate with. It’s a very fruit-forward, energising beverage with green coffee extract. It’s very Instagrammable. It is currently available in four different flavours. It’s very encouraging for us to see how Gen Z has come forward and tried various flavours. This summer, we launched Kiwi Calamansi, and Lychee Raspberry featuring real fruit inclusions on top. The Gen Z is also visibly engaging with the beverage and Instagramming it.
Q] Is it a temporary offering or are you actually diversifying into other product lines?
Refreshers are a part of our core now. What started off as just a summer offering has now very much become a part of the core. We will have our core Refreshers. It is a category that is bound to grow even further and is also very differentiated because it’s got that green coffee extract that kind of works like mild coffee. So it’s got a milder dose of caffeine. We will also have some new platforms that will be coming in sooner or later this year.
Q] How do you see India’s coffee culture evolving and how is Starbucks localising for the Indian consumers?
The coffee culture in India has really evolved over the last few years and we are seeing a very dramatic shift with younger consumers, with the affluent class, and with Tier 2, Tier 3 cities, even beyond metros for that matter. Mostly, it’s not like just a beverage for them; it’s more of a lifestyle. While India has always primarily been a tea-drinking nation, the shift that we are seeing in the younger consumers is a lot about speciality coffee or roast profiles and single-origin coffee beans. At Starbucks, we’ve always been at the forefront of creating this coffee culture in India and we’ve fostered it for years now. People are at different points of their coffee evolution and it’s very important for Starbucks to have something that feels relevant and authentic to all parts of the country.
Q] What two trends in your industry excite you the most and how is Starbucks capitalising on these trends?
The first trend is digital enhancements. People want things quickly and easily, right at their fingertips, and you have to make it seamless for them. So that is a trend that is imperative for brands to really embrace. At Starbucks, last year, we made the Starbucks Rewards program completely accessible on WhatsApp. All you need to do is scan a QR code, and you get all your rewards and coupons. This also allows us to hyper-personalise the experience. If I get to know that you’re a latte drinker or a cappuccino drinker, being able to give you offers that you find the most value in, becomes highly beneficial—for you as a customer, and for me to know you better as a customer. So digital enhancements are very important. The second part is creating product platforms that are disruptive. Of course, we are selling coffee, but what we are really looking to do is create localised, authentic experiences and products that people can absolutely relate to and come back for. So, those are the two things that I would absolutely bet on.
PROFILE
Mitali currently serves as the Head of Product and Marketing at TATA Starbucks, India, where she brings deep expertise in building brand equity and driving consumer engagement. Known for her strategic thinking and innovative approach, she plays a key role in shaping exceptional experiences for coffee lovers across the country. Prior to this, Mitali was the National Brand Marketing Manager at Red Bull India.
ABOUT THE BRAND
Starbucks entered the Indian market in October 2012 through a 50/50 Joint Venture with Tata Consumer Products Limited and currently operates more than 487 stores in India across 80 cites, through a network of over 4,305 passionate partners (employees). Starbucks stores are operated by the joint venture, Tata Starbucks Private Limited, and branded as Starbucks Coffee - A TATA Alliance.
FACTS
Media Agency: Wavemaker India
Digital Agency: Edelman India
PR Agency: Edelman India
