Tata Starbucks Launches a Vegan Food Menu in India With Imagine Meats

Hyderabad: June 07, 2022: Tata Starbucks has announced the launch of a brand-new vegan product range in India. Starbucks is introducing three new food items this month: Vegan Sausage Croissant Roll, Vegan Hummus Kebab Wrap, and Vegan Croissant Bun.

This menu is created in collaboration with Imagine Meats, a local plant-based culinary enterprise founded by celebrity couple and businesswomen Riteish and Genelia Deshmukh.

In addition to Starbucks' current beverage customization choices with plant-based dairy replacements including almond, oat, and soy, the newly-introduced vegan food menu gives consumers with more vegan options.

Starbucks continues dedicated to delivering innovative products in regionally appropriate ways as consumer demand in vegan options increases. Starbucks is pursuing its target of a 50 percent reduction in its carbon impact in part by extending its vegan menus internationally.

Sushant Dash, CEO of Tata Starbucks Pvt Ltd, said, "Customers in India are growing interested in exploring new vegan cuisine alternatives. Since entering the India market, Starbucks has endeavoured to give vegetarian customers with locally-relevant options. This new partnership with one of India's homegrown companies, Imagine Meats, is another another method to offer our customers additional opportunities to personalise their Starbucks Experience.

Commenting on the relationship with Starbucks, the founders of Imagine Meats, Riteish and Genelia Deshmukh, stated, "Imagine Meats is our sincere effort to cultivate a caring attitude toward the earth while cultivating mindful and sustainable high protein food options. We are happy to join up with Starbucks, who shares our mission, to provide a new vegan food menu in India that provides customers with an easy, guilt-free transition to plant-based meat. This unique alliance accelerates our efforts to bridge the gap between non-vegetarians and vegetarians who are actively pursuing a sustainable eating diet.

The new vegan product range is offered in certain Hyderabad, Mumbai, Delhi NCR, Bangalore, Goa, Jaipur, Kolkata, and Pune outlets.

According to a September 2021 analysis by an Indian retail brokerage firm*, the plant-based meat industry in India is anticipated to reach between $30 and $40 million. The new menu adds to the expanding number of vegan alternatives offered to the brand's global clientele.

Regarding Tata Starbucks 

Starbucks entered the Indian market in October 2012 through a 50/50 Joint Venture with Tata Consumer Products Ltd. It currently operates 272 stores in India across 28 cities, including Mumbai, Delhi NCR, Hyderabad, Chennai, Bengaluru, Pune, Kolkata, Chandigarh, Ahmedabad, Surat, Vadodara, Vapi, Lucknow, Amritsar, Kochi, Ludhiana, Bhopal, Indore, Kanpur, Siliguri, Nashik, Guwahati (employees). The joint venture TATA Starbucks Private Limited operates Starbucks outlets under the brand name Starbucks Coffee - A Tata Alliance.

Regarding Imagine Meats

Imagine Meats is a plant-based company founded by renowned celebrity businesspeople Riteish and Genelia Deshmukh. With its 13 distinct product choices, including Biryanis, Nuggets, Burger Patty, Kebabs, Kheemas, Sausages, and Gravies, the plant-based company aims to give customers with preservative-free, flavorful alternatives to traditional meat while being considerate of the environment and its animals. The brand encourages the general public to adopt ecologically responsible dietary choices in an effort to promote the conversion to vegan meat.

Imagine Meats has a significant presence in India's Modern Trade & General Trade, E-Commerce platforms, and HORECA categories, and its goods are accessible online in Mumbai, Navi Mumbai, Thane, Pune, Delhi/NCR, Hyderabad, Bangalore, Mysore, Kolkata, Chennai, and Agra, as well as in 60 additional cities.