Vidhi Gupta
19-Aug-2026
In conversation with Adrit Mishra, COO, TATA Starbucks, on India’s coffee culture, Starbucks Reserve, and creating a ‘Third Place’.
How do you view the Indian market for Starbucks? What do you think of India's coffee culture?
In India, we have witnessed a meaningful shift in consumer expectations over the years. Ten years ago, consumers were largely looking for a place to grab a cup of coffee; today, they are looking for an experience. This is especially true of younger consumers, including Gen Z, who are increasingly seeking immersive formats, greater coffee exploration and spaces that foster meaningful connections. This is why our Third Place philosophy continues to be central to our growth strategy, creating welcoming spaces beyond home and work where customers can connect over coffee, discover new experiences and build a sense of community.
As consumer preferences continue to evolve, we continue to innovate by balancing deep local relevance with Starbucks global coffee expertise. Flavours that resonate with Indian consumers come through in beverages such as the Malabar Coconut Cream Latte, Red Peru and Kanthari Chilli Cold Brew, Masala Chai and Filter Coffee. At the same time, we bring globally loved Starbucks innovations to India, including the Refreshers range crafted with green coffee extract in flavours such as Valencia Orange, Strawberry Açaí and Mango Dragonfruit. This approach enables us to meet customers across a variety of occasions while continually expanding the coffee category through both familiar and new experiences.
We are also seeing consumers begin to associate different coffee platforms with different moments of the day. Starbucks Cold Brew has become an afternoon ritual for many, Starbucks Refreshers, crafted with green coffee extract, has opened up new evening occasions, while our protein coffee offerings are increasingly becoming part of breakfast routines. That is an important sign of the category maturing and reflects how coffee is becoming more deeply embedded in consumers' everyday lives.
Looking ahead, we believe consumers will continue to seek more immersive coffee experiences, greater coffee exploration and meaningful connections. We remain focused on delivering differentiated coffee experiences that celebrate craftsmanship, innovation and discovery.
How do you ensure consistency in the quality and produce of coffee beans sourced from different regions? ?What goes into selecting which beans will make it to Starbucks Reserve India?
Coffee craftsmanship is at the heart of every Starbucks coffee experience. We work closely with some of the best global and Indian coffee-growing regions to source coffee that reflects the unique characteristics of their origin. With our Indian estate-exclusive single-origin coffees from the Nullore, Margolly and Karadibetta Estates of Coorg, we are giving customers greater visibility into how coffee is grown, sourced and crafted. We have also introduced ‘Beyond the Cup’, a content series that follows the journey of coffee from estate to cup, reinforcing our commitment to quality and transparency while building deeper awareness of India's storied coffee-growing regions.
For Starbucks Reserve, we look for rare coffees that showcase exceptional craftsmanship and distinctive flavour profiles. Starbucks Reserve Monsooned Malabar is an exceptional Arabica blend from the Malabar coast that embodies the rich traditions of Southern India's coffee culture, that is available globally. Sourced from the highlands of the Chikmagalur district and traditionally monsooned along the Malabar coast, it develops a unique flavour profile with earthy sweetness, chocolate, dried spices and a satisfying malty finish. Carrying the prestigious Geographical Indication (GI) tag, it reflects the heritage and craftsmanship behind Indian coffee, while showcasing the richness and diversity of Indian-grown coffees.
Starbucks Reserve locations in cities such as Shanghai, Paris, and Bali are known for offering highly immersive and distinctive experiences. As Starbucks Reserve expands in India, can we expect similarly iconic flagship experiences here in the near future?
Starbucks Reserve is our most elevated and immersive expression of coffee craftsmanship, inviting customers to explore rare and small-lot coffees through brewing methods such as pour-over, siphon and espresso, crafted by our Coffee Masters using the Black Eagle espresso machine. The experience is complemented by a curated menu of signature Reserve beverages, handcrafted zero-proof creations, thoughtfully curated food offerings and our newly launched bake-in menu, designed to complement the coffee journey.
At Starbucks Reserve, coffee becomes much more than a beverage; it becomes an experience. Watching a siphon brew, interacting with our Coffee Masters or discovering a rare coffee origin allows customers to experience the craft and stories behind every cup. Through interactive coffee bars, tasting sessions and coffee workshops, Starbucks Reserve encourages customers to deepen their appreciation of coffee while creating meaningful moments of discovery and connection.
Most recently, we opened our first rooftop Starbucks Reserve coffeehouse in Kolkata, followed by our fifth Starbucks Reserve coffeehouse in India at Aerocity, Delhi, reflecting our continued focus on bringing more elevated coffee experiences to customers. We also continue to innovate through differentiated store formats that cater to the evolving preferences of Indian customers, including our first metro station store in Mumbai, first drive-through store in Bengaluru and first pet-friendly store in Jaipur.
What sets Starbucks Reserve in India apart from Reserve stores around the world? Are there any elements that have been uniquely tailored to the Indian consumer or local culture?
While the foundation of Starbucks Reserve remains the same across the world, celebrating exceptional coffees, craftsmanship and immersive coffee experiences, we believe every market should reflect the tastes, culture and communities it serves and each Starbucks Reserve coffeehouse should reflect the city it belongs to. That comes to life through both the store design and the menu assortment, creating an experience that is globally inspired while remaining deeply rooted in the local community. In India, we've thoughtfully localized the experience through Indian-origin Reserve coffees, locally inspired beverage innovations and curated food offerings that complement the coffee journey while resonating with Indian consumers.
Complemented by handcrafted brewing methods including pour-over, siphon and espresso, these offerings create an experience that is both globally inspired and locally relevant. Alongside globally loved Starbucks Reserve beverages such as the Tiramisu Latte and Shakerato Bianco over Ice, we continue to introduce innovations inspired by evolving consumer preferences, including the Ube range at our Aerocity Reserve store, featuring the Ube Coconut Martini and the Ube Coconut Cold Brew. Our food menu is equally curated, bringing together globally inspired offerings and locally relevant flavours through Danish pastries, artisanal breads, croissant sandwiches, sourdough toasts and regionally inspired creations such as the Kolkata Chicken Chaap Pizza, all thoughtfully designed to pair with the Starbucks Reserve coffee experience.
Beyond the menu, each Starbucks Reserve coffeehouse is designed to create a strong sense of Third Place. While every coffeehouse reflects the global Starbucks Reserve design language, each location is thoughtfully inspired by its local surroundings, bringing together coffee craftsmanship, local storytelling and a strong sense of place. For instance, our Gurgaon Reserve store draws inspiration from the tasting notes of the TATA Nullore Estate Reserve Coffee through warm honey-toned wood, grey stone and brushed brass accents, with artwork by local artisans celebrating India's rich coffee-growing heritage. Similarly, our Kolkata Reserve store reflects the city's artistic legacy through warm wood tones, bronze accents and geometric patterns inspired by Bengali art, creating a space that feels deeply connected to its local culture.
Have you discovered any interesting coffee facts while working with Starbucks?
Absolutely. One of the most valuable insights I've gained while working with Starbucks is that every cup of coffee represents a much larger story. Beyond its flavour profile, I've come to appreciate how factors such as origin, cultivation practices, biodiversity and the people behind the process shape the coffee experience. Every cup reflects an entire ecosystem, from the farmer and processing methods to roasting, brewing and finally the barista who brings the experience to life. It has given me a much deeper appreciation for the craftsmanship behind every cup of coffee.
Something that surprised me was how dramatically the brewing method can change the very same coffee. The same beans can taste remarkably different as an espresso, a pour-over or a siphon brew. It made me realize that coffee is not just about the bean; it is equally about the craft behind preparing it. That beverage theatre and craftsmanship comes to life in our Starbucks Reserve coffeehouses, where customers can experience how different brewing methods bring out distinct characteristics and flavour profiles in the coffee.
What’s next for Starbucks in India?
We remain focused on growing the right coffeehouses in the right places while delivering the exceptional customer and partner-led experiences that Starbucks is known for.
Today's consumer is more informed, more aware, and more experimental with their coffee and cafe choices, and expects their favourite brand to adapt and cater to these ever-evolving preferences. To continue to meet the consumer, and fit seamlessly into their everyday rituals and lives, we are constantly innovating and expanding from a place for coffee to their preferred 'third place' - offering consumers their daily coffee but with a sense of community.
Our innovations, whether it is protein cold foam, zero sugar customization, or flavour innovation on cold brews and lattes, are all anchored in how customers are choosing to consume coffee today, not just what they drink. We have had an exciting few months as we continue to innovate across our beverage portfolio, customer experience and coffeehouse formats. At the same time, we continue to invest in premium coffee experiences.
We believe India's coffee journey is still in its early chapters. As consumer preferences continue to evolve, we see opportunities to deliver more immersive coffee experiences, greater coffee exploration, thoughtful innovation and meaningful Third Place experiences that foster community and connection. We remain committed to shaping India's evolving coffee culture while continuing to meet customers across a variety of occasions.
What’s your go-to Starbucks order or favourite coffee bean?
It honestly depends on the time of day. In the morning, I usually gravitate towards a Dark Roast Americano because I enjoy how the espresso remains the hero of the beverage. During warmer afternoons, I increasingly find myself reaching for the Zesty Orange Cold Brew. I really enjoy the way the citrus notes complement the coffee. Whenever I visit a Starbucks Reserve coffeehouse, I almost always choose the Reserve coffee as a pour-over, as it allows you to experience the unique characteristics of the coffee's origin in its purest form. On days when I have worked out, my go-to is the Cold Brew with Chocolate Protein Cold Foam, which is a great way to enjoy my coffee while also helping me meet my protein intake.
