Starbucks - Mass Hysteria of India

When Anna Hazare thought of staging a fast at Mumbai aka Bombay's Azad Maidan, the turnout was laughable. The old reformist didn't realize, all he had to do to attract people was to Partner in a franchise of a coffee chain "Starbucks".

The phenomenon of a foreign brand has still not failed to tantalise Indian sensibilities. And this time, the product is not a designer wear or bathroom fittings, but a refreshing beverage called Coffee.

We oppose FDI in retail and queue ourselves in serpentine lines to indulge in a brand which is totally Foreign.

 People who find it tacky and a waste of time to stand in a queue to seek blessings at temples, pilgrimages, and, instead, take passes for VIP, VVIP and Special Darshan were ready to wait for almost 3 hours for a Starbucks Coffee.

Facebook and Twitter were buzzing with the ones at Starbucks putting pictures and tweets about the Somras served, also with the laments of those yet to visit.

People known personally to me traveled almost 25 kilometers to try this so Special Concoction. These are people who are very well traveled and must have had a Starbucks Coffee almost on every visit abroad.

Yet, the response was thunderous, and since its outlet is in the most hip and happening locality, it were the most happening people who made that happen.

I feel this is the most Landmark occurrence that has happened to be witnessed by me in my existence.

Is it Coffee or the Experience to be counted on all the social media and circles as the few handful to have Somras at Starbucks ?

After a week of the first outlet in Town, a second outlet was launched 15 minutes away from my residence in the suburbs. Today, I thought let's check out this revolutionary phenomenon.

With no queues, (suburbans have priority ) and an Impoverished Menu compared to the origins in the 1st world. I was so lucky to get a place to sit with my 24 karat diamond studded coffee. I made a point to sit for two hours in wait for some special performance or some coffee babes but none turned up.

In the meanwhile, the coffee was strictly average. The crowd I thought would be very interesting to fodder my interest and thoughts. But again like the coffee, I was disappointed. You can bring Starbucks to India but cannot remove the Inherent traits from Indians. Litter is our national activity, we do it subconsciously. Photography contests were being held across the store, I even participated to give some families, their most proud moment. Any Restaurant experience is incomplete in India without witnessing or participating in a verbal duel of colorful language and obnoxious people. I witnessed it. And no guesses the Protagonist was a Gym Export Dude in company of two Fake Accented Make up Boxes.

Now the next Hysteria is expected when Wal Mart, Burger King, Dunkin Donuts, Chipotle decide to adopt a method to tap this madness.

Coffee Cheers,

KS   

PS : I am all in for FDI !!