The former Red Bull India Head of Marketing will lead the coffee chain’s product innovation and marketing initiatives as it seeks to further develop regional menus for a planned 1,000 stores by 2028
Mitali Maheshwari (left) and a Tata Starbucks store in Mumbai | Photo credit: LinkedIn/Deepak Raj
Tata Starbucks has appointed former Red Bull India executive Mitali Maheshwari as its new Head of Product and Marketing.
In a press release, Tata Starbucks said Maheshwari brings more than a decade of ‘invaluable expertise in brand management and marketing' to the role and will be responsible for spearheading product innovation and new marketing initiatives for the business.
Maheshwari joins Tata Starbucks from Red Bull India where she held several senior marketing roles, including National Brand Manager and Head of Brand Marketing.
“We are excited for Mitali to expound upon our product and marketing plans. With Mitali on board, we are also looking forward to enabling strategic product innovation that brings forth the best of global and local tastes for consumers in a manner that is familiar to them,” said Adrit Mishra, Chief Operating Officer, Tata Starbucks.
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Recent Tata Starbucks product launches include the rollout of traditional Indian filter coffee, popular non-coffee beverages such as masala chai and elaichi chai, as well as a smaller, value-focused 6oz Picco beverage size. The coffee chain has also trialled regional food menus adapted for local cuisines.
Tata Starbucks posted 12% full-year sales growth to reach Rs 1.2bn ($14.6m) in March 2024 but saw losses widen from Rs 23.9m ($287,000) to Rs 81m ($971,000).
The Mumbai-based joint venture opened a record 95 net new stores last year to reach 421 outlets across 61 cities and is seeking to open a new store every three days to reach 1,000 sites by 2028.