NEW DELHI: Coffee chain Tata Starbucks announced a partnership with Tata CLiQ Luxury on Monday to retail its Starbucks merchandise and coffee brewing equipment in the e-commerce marketplace.
The merchandise will include mugs, tumblers, sippers in addition to coffee brewing equipment.
This association will strengthen Tata Starbucks’ e-commerce presence across India and provide consumers with more ways to interact with the brand through digital channels. The company aims to tap the e-commerce portal’s customer base, the coffee chain said in a statement.
“Building on our existing digitally-focused capabilities, we look forward to delivering an authentic Starbucks experience to our customers’ homes, allowing us to be a meaningful part of their lives, even beyond the current cities where we are. we’re here, ”said Deepa Krishnan, Director — Marketing, Category, Loyalty, Digital, Tata Starbucks Private Limited.
Starbucks entered the Indian market in 2012 through a 50/50 joint venture with Tata Consumer Products Ltd. The chain currently operates 222 stores in 18 Indian cities including Mumbai, Delhi NCR, Hyderabad, Chennai, Bengaluru, Pune, Kolkata, Chandigarh, Ahmedabad.
Tata CLiQ is the online marketplace operated by Tata UniStore, a Tata group company. Its luxury microsite, Tata CLiQ Luxury, sells Western brands such as Burberry, Coach, Michael Kors, Tumi in addition to local luxury brands.
The Tata Group, through its consumer-oriented businesses such as Westside, Titan, Tanishq, Tata Consumer Products Ltd., Croma, etc., has accelerated its online presence.
“Through this partnership, we are able to deliver the Starbucks experience to our customers from the comfort of their own homes. We are confident that this partnership will add value to our portfolio and strengthen our vision of bringing well-made luxury products to the discerning consumer, ”said Vikas Purohit, CEO of Tata CLiQ Luxury.
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