Multinational coffeehouse chain Starbucks has rolled out a smaller-sized, 6oz drink, referred to as the ‘Picco’, and new milkshakes for its Indian market.
The newly introduced Picco and milkshakes will be available at starting prices of $2.24 and $3.33.
Reuters reported that the latest launch is part of Starbucks’ strategy to appeal to a broader section of people in small towns in India, including those who want smaller and cheaper servings.
The report said that both the new offerings have been launched exclusively for India and will not be available in other countries.
Reuters quoted Starbucks India chief executive Sushant Dash as saying: “As you grow in size, you need to get new consumers. The chain's ‘pricing play’ would help shatter a perception that it is expensive.”
In addition, Starbucks has also introduced new ‘Indian-inspired’ tea offerings, which feature Indian spices and cardamom.
The teas can be purchased at a starting price of $2.24.
These initiatives are part of the company’s plans to strengthen its position in the Indian market amid the rising competition from domestic start-ups, such as Blue Tokai and Third Wave.
The US-based chain Starbucks was among the first foreign coffee brands to launch in India. It opened 343 stores in India in 11 years compared to Blue Tokai and Third Wave, which have opened approximately 150 stores in the last three years.
