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Tata Starbucks CEO outlines India strategy

Tata Starbucks CEO Sushant Dash has discussed the coffee chain’s recovery from the pandemic, its half-year performance and the increased role of delivery

Lean stores are "critical" for Starbucks in India, according to Tata Starbucks CEO Sushant Dash | Photo credit: Sorin Sirbu



Starbucks has recorded 120% revenue growth in the second quarter of its 2022 financial year compared to same period in the year previous,Tata Starbucks CEO Sushant Dash has said. 
 
In an interview with Indian news outlet, Financial Express, Dash said 91% of the coffee chain’s stores in India were now open, but most were operating at 50-70% capacity as stipulated by local Covid-19 regulations.

High street stores were also performing better than mall locations, Dash added, revealing that the Starbucks had opened 14 coffee shops since August 2021.
 
Over the last year, Starbucks entered nine new cities including Jaipur, Kanpur, Indore, Ludhiana, Kochi and Amritsar. The coffee chain also opened its first drive-thru location in India in the city of Chandigargh.
 
Echoing comments made by Tata Consumer products Managing Director, Sunil D'Souza in October 2021, Dash reiterated that “lean stores are critical” for Starbucks in India, indicating that drive thru-and smaller format stores could become a critical part of Starbucks’ strategy in India.
 
Beverage delivery has also become a key part of Starbucks operation in India, accounting for 18% of overall sales in 2021. “We worked on improving packaging to address issues like spillage and to ensure the beverage reaches the customer at the temperature at which it is meant to be served,” Dash said.
 
Formed in 2012, Tata Starbucks is a joint venture between Starbucks and India's Tata Consumer Products and currently operates around 240 outlets across the country.

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