Following the lead of Hooters, Starbucks says it will expand into India soon, trying to reverse hundreds of years of tea plantation history dating back to the East India Company (thanks, Super Jagjit!):
“China traditionally has been a tea-drinking country[,] but we turned them into coffee drinkers,” Schultz told a gathering of analysts earlier this month…
But their Asia marketing director, speaking not to Wall Street but to Indian consumers, is singing a gentler hymn:
“India is a tea-based culture. We””””re not saying coffee is a substitute. We””””re saying Starbucks is a place to hang out, to eat and drink, to see and be seen.”
In other words, a place to flirt. And, in fact, gourmet coffee cafes serve exactly that function in Indian cities today:
“With the liberalization of the economy, there are a large number of young Indians with good jobs and attractive incomes,” said Banerjee. “Many still live with their parents. So their income is largely disposable and they need to spend it on something.“
Methinks the key part of that quote is ‘many still live with their parents.’ Cafes function as extended living rooms in space-impaired Manhattan and as libidinous hotspots in privacy-impaired India. They’re just the place for your silken mocha pick-me-up.