Starbucks filters its coffee from the clutter, steps up buzz with new brews

Keen to differentiate its brand from the crowd, the Seattle-based chain steps up the buzz with a set of new brews

Will a nitrogen-gas-infused cup of coffee pique the interest of the coffee drinking consumer in India, especially the young millennial who hunts down a new café to take her custom to every day? The world’s largest coffee house Starbucks, which has a joint venture in India with the Tatas, is hoping it will. Faced with a clutter of coffee houses and cafes that also serve the brew, the chain that has 119 stores in seven cities in India is looking at ways to differentiate its brand from the rest. 

As a first step, it has lined up an innovative mix