Starbucks is revamping its strategy to lure Indians, including children, with smaller, cheaper beverages as it looks to expand in small towns amid a fierce challenge from domestic startups in one of its fastest-growing markets
It estimates that just 11% of Indian homes drink coffee, as opposed to 91% drinking tea. Hot milky tea, or "chai" as it is known in Hindi, is sold at roadside stalls by the hundreds of cups each day for as little as 10 rupees .
The launch of smaller, cheaper beverages in India indicates Starbucks may have seen "a decline in traffic related to a pushback" on higher prices, said Chas Hermann, a U.S.-based restaurant consultant and former Starbucks executive.In May, people lured by a one-for-one offer queued in a street outside the first Starbucks store in the western city of Aurangabad,But its rivals are catching up and a price war has begun.
Third Wave's chief executive, Sushant Goel, said he planned to add 60 to 70 stores every year, with a focus on big cities. He saw Starbucks' cheaper, small-sized drinks as a response to competition in "an incredibly price-sensitive market".
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