Starbucks enter India through PVR tie-up

Written by Agencies | New Delhi, December 30: | Updated: Dec 30 2007, 19:03pm hrs
World's leading coffee chain Starbucks has finally seen the light of the day in India through a distribution tie-up with the country's leading multiplex operator PVR Ltd for its select products.

PVR has started retailing Starbucks products at its select multiplexes in Mumbai and Delhi and plans to extend the arrangement to as many as 25 movie theatres across major metros.

"The retailing of Starbucks products has already started on an experimental basis at three multiplexes in Mumbai and Delhi. The arrangement is for sourcing the Starbucks products directly from the US, but does not include brewing of coffee," PVR Ltd's Marketing and Sales General Manager Ranjan Singh told PTI.

PVR is sourcing products with longer shelf-life, including cold coffee and mineral water, from Starbucks and in future it might look at brewing the flagship hot coffee as well as and when the US firm gets the regulatory approval for full-fledged operations here.

Earlier in July, Starbucks had withdrawn its application to operate single-brand retail stores in India after failing to get clearance from the Foreign Investment Promotion Board.

Previously, it had announced plans to open its first store in India in New Delhi or Mumbai by the end of 2007.

Singh, however, said that PVR was still evaluating the demand for Starbucks' products in India and has set no time-frame for a national roll-out of the brand at its multiplexes.