India, 25th January 2024: ‘Barista Pride’, an annual initiative conceptualized by TATA Starbucks that celebrates beverage innovation will return for its 6th edition this month. Designed to celebrate the remarkable dedication and passion for coffee exhibited by the brand’s partners, ‘Barista Pride’, encourages the conceptualization of a unique beverage that is reflective of each store. Available to consumers for a limited period only, 390 stores nationwide will bring forth renditions of beverages that are true to the Starbucks philosophy of personalization, stemming from the barista’s insights into their daily interactions with consumers.
The inaugural edition in 2019 comprised participation from 134 stores and baristas. Following the remarkable growth of the brand in the country, the program, now in its 6th year, has witnessed an increase of 90 stores from the 5th edition.
Designed in a competition like format, this year the brand introduced a ‘Barista Innovation Challenge’ for partners with three rounds of assessments that included innovation and taste profiling – resulting in the creation of a winning recipe for each store.
Inspired by flavor notes of signature global beverages as well as India specific favorites, 91 partners have created 91 beverages that will be available across stores in Mumbai. The diverse range priced at INR 390 and above includes beverages such as Marble Mocha (Fort, Mumbai), Trinity Choco Fusion (Civil Lines, Raipur), Honey Almond Flat White (Vittal Mallya Road, Bengaluru), Cold Brew with Ginger Ale (One BKC, Mumbai) and Indian Bombon Fusion (Manor Maxx, Ahmedabad) amongst others.
Speaking about the initiative, Adrit Mishra, Chief Operating Officer, TATA Starbucks shared, “We at TATA Starbucks aim to create a unique third place experience wherein our consumers can find solace when they visit our stores. This unique experience is made possible by the unwavering passion of our partners, who bring forth a deep understanding of our customers and a passion for elevating the daily coffee experience. ‘Barista Pride’ continues to remain a sincere endeavor to recognize the valuable contributions of our partners. With a steadfast commitment to fostering innovation, skill and craftsmanship, the Starbucks ‘Barista Pride’ program seeks to spotlight the unwavering dedication of our partners across the country.”
About Tata Starbucks Private Limited
Starbucks entered the Indian market in October 2012 through a 50/50 Joint Venture with Tata Consumer Products Limited and currently operates more than 390 stores in India across 54 cities, Mumbai, New Delhi, Hyderabad, Chennai, Bengaluru, Pune, Kolkata, Chandigarh, Ahmedabad, Surat, Vadodara, Vapi, Lucknow, Amritsar, Kochi, Ludhiana, Bhopal, Indore, Kanpur, Jaipur, Siliguri, Thiruvananthapuram, Nashik, Guwahati, Bhubaneshwar, Goa, Nagpur, Jalandhar, Anand, Patiala, Raipur, Kolhapur, Bhatinda, Dehradun, Udaipur, Vijayawada, Lonavala, Mysore, Agra, Aurangabad, Calicut, Ghaziabad, Faridabad, Guwahati, Meerut, Nagpur, and Vishakhapatnam through a network of over 4,200 passionate partners (employees). Starbucks stores are operated by the joint venture, Tata Starbucks Private Limited, and branded as Starbucks Coffee – A TATA Alliance.
For further press information, contact:
Edelman India
Vaidehi Bhatia – Vaidehi.Bhatia@edelman.com
Sera Cerejo- sera.cerejo@edelman.com
