Tata Starbucks has launched a new film centred on India’s coffee heritage, alongside the introduction of its first estate-exclusive single-origin offerings sourced from Coorg, Karnataka.
The new range features beans from the Nullore, Margolly and Karadibetta estates, marking a focused push towards showcasing origin-led coffees within its portfolio. The initiative underscores how factors such as altitude, sourcing and farming practices influence flavour profiles.
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As part of the launch, the brand has introduced ‘Trace the Cup’, a content series that takes viewers behind the scenes of coffee cultivation and production, tracking the journey from estate to cup. The series aims to build consumer awareness around India’s coffee-growing regions while reinforcing the brand’s emphasis on provenance, quality and transparency.
Commenting on the film, Mitali Maheshwari, Head of Product & Marketing, TATA Starbucks, said, “Indian single-origin coffees have a distinct identity shaped by their origin and more than that, the people who grow them. ‘Trace the Cup’ helps us bring that story to the forefront, allowing customers to better understand where their coffee comes from, what makes each origin unique and how it all contributes to the signature Starbucks experience, in our stores.”
