How does the size of the serving glass (minimum 240 ml) and the size of India’s urban middle class (88% of the population) matter to Starbucks India? Let’s find out, in this second of two articles on Starbucks.

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

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As part one of my two-part analysis of Starbucks (posted about a week ago) suggests, Starbucks globally seems to be in the kind of trouble that takes time to pass. However, closer home, things seem less stark. Tata Starbucks has two big factors going for it: advantage Tata that continues to give, and a growing market that is any MNC’s dream. But is that enough?

Before answering this, let’s address a niggling but real issue with Starbucks in India.