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In 2012, Starbucks Corporation (Starbucks) opened its first store in Mumbai, India. The initiative was the result of an equal JV with the Tata group to open stores across the country over the years, with the brand pioneering a premium coffeehouse experience in the country. It also set benchmarks as a socially responsible brand strengthening communities in its journey to becoming one of the most loved coffee brands in India, traditionally a tea drinking nation. A year after completing its tenth anniversary, its sales soared and its efforts towards introducing a new localised menu and setting up new store formats became a huge success. Competition in the Indian coffee retail market also intensified with the entry of international players and smaller domestic brands providing artisanal coffee. Would Starbucks be able to harness India's huge potential to grow as a coffee drinking nation in spite of the challenges?