Howard Schultz`s book on Ratan Tata says (reproduced below also), The book is a compilation of over 60 essays on Indias challenges and opportunities written by CEOs, academicians, economists and historians, including Wipro chief Azim Premji, Microsoft founder Bill Gates and Indias chess legend Viswanathan Anand. In his toast, Mr Tata had said in his dry, understated way that the Tata group has had a bit of success in the various endeavours it has undertaken over the years. We have partnered with some good global companies. But I have never had the kind of recognition I have received from this relationship with Starbucks. People I have never met stop me on the street just to congratulate me. And what I have learned from this relationship is that Starbucks is far more than just a company that sells coffee, Mr Tata had said. Mr Schultz said his company has developed an incredible relationship with the Mr Tatas organisation and he could not imagine bringing Starbucks to India without the assistance it has received from Mr Tata. Mr Schultz also said India is the only major market in the world where Starbucks has been able to source and roast coffee beans locally. The company worked with Tata officials on an India-only espresso roast designed specifically for the Indian market. He said people in Starbucks coffee department were not exactly thrilled when he told them he was looking at a different approach to sourcing coffee and roasting process under the partnership with Tata for India. They were more skeptical when I said we want to create a different blend of coffee for India, he said, adding that his team was incredulous when he said the India blend was not going to be roasted by the Starbucks team, a first in Starbucks 42 year history. Mr Schultz said to get the blend he wanted for India, wed have to share with Tata some of the family jewels - roasting secrets weve perfected over four decades and guarded very closely. It was a real test of our trust in our new partner, he said, adding that teaming with Tata to come up with an Indian roast was a huge step for Starbucks.
Posted on: Wed, 20 Nov 2013 03:42:48 +0000