Starbucks has finally reached the "Jewel in the
Crown." The coffee giant, in a partnership with Tata Global Beverages,
opened its first location in India today, amidst "pomp and tempered
ambition," as The New York Times' Vikas Bajaj put it....
But why did it take one of the world's largest food chains
to reach the world's second largest country and Asia's third largest economy? There's
one big problem — most people in India aren't drinking coffee (only about 80g
per capita, according to the International Coffee Organization, compared to
4.11 kg in the US or 3.04 kg in the UK).....
Instead, tea is king in India. It has been consumed for
thousands of years, and is still a staple of the Indian palette. The tea
industry itself is also one of the strongest drivers of its economy — it
accounts for 31 percent of the global production and generates income for
millions of people in the country. So Starbucks, a company known for selling
coffee, must promote its brand in a country that prefers an alternative
beverage…...........................................................................................................................................................
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