Starbucks joins forces with Tata to launch Teavana in India
Starbucks and Tata Global Beverages have teamed up to bring the Teavana brand to India. The joint venture, called Tata Starbucks, is looking to introduce the tea chain to a massive number of India's seasoned tea drinkers despite concerns about price sensitivity and supply chain complexities. According to the company, the Indian business may one day rival some of its biggest markets, although regional challenges remain and may require greater customization and adaptation to local palates. A high churn rate was also singled out as a critical challenge of the beverage business in India and something that the company needed to address.