Parikh Bhavya Snehal

IR3596

This research aims to understand how each store is different in cultural context and its reflection in the interior material palette of Starbucks. To evaluate Starbucks Mission “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” (Culture and Values: Starbucks Coffee Company, 2023) through the cultural context of the city. Starbucks from its very foundation revolves around culture, roots and traditions. Starbucks entered India by joining hands with Tata consultant in 2012 by opening its first store in Mumbai, a country and city known for its culture. Since then, India has broken all the records in the past decade and become the 2nd most growing country in Asia Pacific after South Korea (Parikh et al., Brand Director Meeting – Shireesh Khare). The major part of growing and expanding are the core stores which are rapidly opening as a go to place for coffee lovers. A core store is a standard Starbucks store which you find on every corner. To understand this, one city: Mumbai is taken as a study in which different neighborhood stores as secondary case studies being Santa Cruz, Vile Parle, Juhu, Andheri West.
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