Clearly not afraid of a challenge, global coffee giant Starbucks is broadening its horizons with a brand new coffee shop in one of the world’s major bastions of tea-drinking: South Mumbai, India.
For Starbucks, the launch – on October 20 2012 – marks a new portfolio tally of 61 countries, while the destination also heralds a new benchmark in its ongoing mission to create a new tier of locally focused design concepts.
Located in a historic building in one of the city’s most upscale areas (Hermes is just around the corner), the 4000 sq ft, two-storey space aims to embrace local culture by incorporating work from local craftsmen and artists into the interior. Painted vintage trunks, leather-bound books, local artefacts, original teak Indian furniture and brightly coloured textiles have all been used to localise the look.
The brand aims to open two additional stores in Mumbai before the end of 2012 and has also announced plans to launch another store in New Delhi in early 2013. The launch has been orchestrated in collaboration with Tata Global Beverages, a subsidiary of India’s biggest business groups.
For more information on the evolution of café culture, see Café Culture.
For more on the topic of how drinks brands are tackling new territories, see the report Beverage Brands in Emerging Markets. And for other localised hospitality offerings see Hotels as Hyper-Local Cultural Hubs.