The cafe culture is not something new in India, so when Starbucks announced it’s arrival here, people were delighted. Starbucks recently opened its 30th store in India and finally it was in Bangalore. There was a sudden buzz in the city. Coffee lovers and people who love to hangout at cafes started speculating about Starbucks. Will it be like CCD or better, what’ll their coffee taste like and most importantly what’s going to be the price of the much talked about Starbucks brew.
To put my own curiosity to rest, I decided to visit the store. I have visited Starbucks abroad a couple of times, but nothing prepared me for what I saw at the Bangalore store! A long queue of hip stylish urban dwellers were waiting eagerly just to enter the store. The store is located in a very busy area and the queue was literally spilling onto the road. Now that’s a sight, all this fuss for coffee! It’s a known fact that Indians have a special affiliation towards foreign brands, so Starbucks is receiving the same attention here now.
I inquired with the doorman, “How much time would it take for me to get my order?.” He replied with a smile, “10 minutes madam”. As I waited with the rest of the coffee aficionados, it was interesting to see the excitement on everyone’s faces.
As I entered the store, I could smell the fresh coffee aroma wafting through the air. More than anything else, it was amazing to see the enthusiasm on the faces of the people just to place their order. The staff was having a hard time managing the crowd, little did they know so many more were waiting out on the street! The Starbucks effect had hit me too by now as I scanned their menu to place my order. I decided to stick to the basics, even though they are known for their variety of flavors. I was more busy looking at the interiors of the store. Neat, stylish, chic and very welcoming.
At Starbucks, they write your name on the cup along with the order you place. The staff who was handing out the fresh orders was the most important person at the counter and everyone was crowded around him like little eager kids waiting for their coffee. The energy all around was so upbeat. Eager faces, critical minds, or just simple coffee lovers.
What was interesting to see is how we embrace a global brand with such zeal. That’s the kind of connect Starbucks has with their customers. It’s not just about a cup of coffee, it’s the entire experience, the brand, the image that goes with it. By the time we know it, Starbucks could soon become a lifestyle statement for the urban dwellers in India.
Like many other global brands,the Starbucks effect is here to stay in the minds of the urban Indian consumer. Taste it, its good!