As Tata Starbucks celebrates a decade in India, here are the thoughts of CEO - Sushant Dash

Tata Starbucks is a joint venture between Starbucks Coffee Company and Tata Consumer Products Limited.  

The company started its operations in India in 2012 and since then the brand has evolved and thoughtfully expanded with a long-term commitment to the Indian market.  

In a recent interview with CNBCTV18, Tata Starbucks CEO - Sushant Dash spoke about what’s brewing. Tata Starbucks is famous for its various collaborations. Recently they launched limited-edition merchandise along with designer Sabyasachi Mukherjee.  

Regarding this collaboration, Dash said that they were looking for someone who brings Indian tradition in a modern way. The purpose behind this is not just to launch specially curated merchandise but also to contribute to their philosophy of promoting the education of the girl child. Part of these proceeds will be used for that. They have also promised that 40% of their workforce will be women they are also one of the first QSRs (quick-service restaurants) to have 100% pay parity.  

About the evolution of the brand in 10 years, Sushant Dash stated that the journey has been phenomenal and they have achieved things beyond their expectations. Today, it has a presence in 27 cities and has 270 stores, something which he never thought they would be able to establish in a decade. On the road ahead, Dash said that the last 12 months have been good and they have managed to open 50 stores.  

Now they have the confidence to expand even in the smaller markets which they would've been hesitant to do a few years ago. Regarding the trends in the beverage industry, he said that even though tea remains the fundamental beverage in the country, people are now willing to experiment. In many evolved cities other than those in South India, coffee has always been an integral part people are looking to try new beverages. With respect to affordability, Dash believes that as long as they bring value in terms of warmth, connection, ambience, and accompaniment in terms of food, if they see value in the drink, people will come.  

Lastly, regarding the expansion plans, Sushant Dash said that they are planning to open more stores at airports and highways as travelling has normalized. In conclusion, they have had a wonderful decade and are definitely preparing for the upcoming years.