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TATA STARBUCKS HOW TO BREW A SUSTAINABLE BLEND FOR INDIA n early 2015 the financial press reported that the Tata Starbucks oint venture had incurred major losses in its first full year in the

TATA STARBUCKS; HOW TO BREW A SUSTAINABLE BLEND FOR INDIA· [n early 2015. the financial press reported that the Tata Starbucks [oint venture had incurred major losses in its first full year in the Indian market. However, the company remained committed to making this venture a success over the long term. I Starbucks had had its eye on the large Indian market for a while. An attempt to enter the market several years earlier had failed due to complications with the Indian government and foreign direct investment (FDI) restrictions:' The company had withdrawn its application then and was an eager responder when India's esteemed Tata Group knocked on its door with a partnership opportunity. A 50-50 joint venture was formed, and Starbucks coffee was introduced to the Indian market in October 2012 with a generous initial investment of $80 million.2 The Tata Global Beverages board of directors expressed a lot of excitement about the potential of the newly formed joint venture between the company and Starbucks." "Through Tara Starbucks, your company offers the legendary Starbucks coffee experience, backed by the trust of the Tara name. to the Indian consumer," announced Cyrus P. Mistry. chairman of Tata Global Beverages.'

 

May 24 2020 View more View Less

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