Yes there are the other international chains but for most people in urban India Starbucks is still the gold standard. News makers say that the ultimate test will lie in the taste. The best coffee will win. But who is really going to Starbucks to just have coffee? People will go there to be seen. Now all the rich kids from SOBO will know where to get there coffees for their ritzy car cup holders and the next time you walk into your office with a cup of coffee from CCD, people are going to wonder why you could not shell out that extra Rs.10 to get the good stuff.
So yes people will go there to drink coffee and there will be some who will prefer the coffee they get at some boutique cafe or even what they brew at home, but if Starbucks plays its cards right, it will play the game that is most successful in India..the game of brand. In my opinion they are very well placed to become the affordable luxury coffee brand. And if they can help all the social climbers inch their way up, then they will have carved up a niche.
So yes people will go there to drink coffee and there will be some who will prefer the coffee they get at some boutique cafe or even what they brew at home, but if Starbucks plays its cards right, it will play the game that is most successful in India..the game of brand. In my opinion they are very well placed to become the affordable luxury coffee brand. And if they can help all the social climbers inch their way up, then they will have carved up a niche.
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