Starbucks aurangabad

MUMBAI/NEW DELHI, June 7 (Reuters) - 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. Among the first foreign coffee brands to enter tea-loving India, the U.S. giant has taken almost 11 years to open 343 stores, in contrast with private equity-backed chains Third Wave and Blue Tokai that opened about 150 in the last three years. "As you grow in size, you need to get new consumers," said Sushant Dash, the chief executive of Starbucks in India, adding that the chain's "pricing play" would help shatter a perception that it is expensive. The company has launched a six-ounce drink, "Picco", which starts at $2.24, and milkshakes for $3.33 as part of its revamp to target affluent Indians who prefer smaller servings. Starbucks plans to open more stores in smaller towns, said an industry source, who spoke on condition of anonymity. Both its new offerings are unique to India and unavailable in China, Singapore and the United States. India's small but fast-growing specialty tea and coffee cafe market is worth $300 million and set to grow 12% each year, Euromonitor estimates. Canada's Tim Hortons and Britain's Pret A Manger are also expanding, but have only a handful of outlets. "Excessively large portion sizes are an American phenomenon," said Devangshu Dutta, head of retail consultancy Third Eyesight. "Indi...

MUMBAI/NEW DELHI, June 7 (Reuters) - 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. Among the first foreign coffee brands to enter tea-loving India, the U.S. giant has taken almost 11 years to open 343 stores, in contrast with private equity-backed chains Third Wave and Blue Tokai that opened about 150 in the last three years. "As you grow in size, you need to get new consumers," said Sushant Dash, the chief executive of Starbucks in India, adding that the chain's "pricing play" would help shatter a perception that it is expensive. The company has launched a six-ounce drink, "Picco", which starts at $2.24, and milkshakes for $3.33 as part of its revamp to target affluent Indians who prefer smaller servings. Starbucks plans to open more stores in smaller towns, said an industry source, who spoke on condition of anonymity. Both its new offerings are unique to India and unavailable in China, Singapore and the United States. India's small but fast-growing specialty tea and coffee cafe market is worth $300 million and set to grow 12% each year, Euromonitor estimates. Canada's Tim Hortons and Britain's Pret A Manger are also expanding, but have only a handful of outlets. "Excessively large portion sizes are an American phenomenon," said Devangshu Dutta, head of retail consultancy Third Eyesight. "Indi...