Starbucks India Brings Craft and Customization to Life with Take a Blonde Turn Campaign

MUMBAI, India — July 15, 2025 — Starbucks India has unveiled its "Take a Blonde Turn" campaign, introducing the globally celebrated Blonde Espresso Roast to all its stores in India.

This initiative showcases Starbucks' commitment to craftsmanship, personalization, and flavor innovation, inviting coffee enthusiasts to discover a smoother, lighter coffee experience tailored to their preferences. By offering customization at no extra cost, the campaign marks a significant step in reshaping India’s rapidly evolving coffee culture.

The Blonde Espresso Roast, made from 100% Arabica beans sourced from Latin America and East Africa, is lightly roasted to deliver a mellow body, smooth finish, and subtle citrusy notes. Distinct from the bolder Signature Espresso Roast, this lighter roast serves as an ideal base for milk-based and iced beverages like Cappuccinos, Americanos, Flat Whites, and Iced Lattes. Sushant Dash, CEO of Tata Starbucks, noted that India’s coffee culture is transforming, moving beyond mere consumption to a focus on personalized experiences. The Blonde Roast empowers customers to explore new flavors and customize their drinks effortlessly.

The campaign, set within a Starbucks store, captures the artistry of coffee-making through a cinematic perspective. A promotional film showcases the meticulous preparation of a Blonde Almond Flat White, highlighting baristas’ expertise and the personal touch of writing customers’ names on cups. The narrative extends to moments of connection, with friends enjoying limited-time offerings like the Pecan Iced Shaken Espresso and Date Cortado. Mitali Maheshwari, head of product and marketing at Tata Starbucks, emphasized that Take a Blonde Turn represents a mindset. As Indian coffee culture embraces personal and intentional choices, Starbucks is proud to offer options that allow customers to express themselves through every cup.

To mark the launch, Starbucks India hosted Blonde Roast Day on July 5, 2025, across select stores, celebrating the lighter roast as a symbol of individuality. The event introduced two exclusive beverages: the Pecan Iced Shaken Espresso, blending a double shot of Blonde Espresso with pecan-flavored syrup and creamy oat milk, and the Date Cortado, a warm mix of Blonde Ristretto, steamed milk, and date-flavored sauce. These monsoon-inspired offerings combine innovation with local appeal, catering to India’s growing demand for unique coffee experiences.

Since entering India in 2012 through a 50/50 joint venture with Tata Consumer Products, Starbucks has grown to over 341 stores across 43 cities. The Take a Blonde Turn campaign builds on its legacy of fostering inclusivity and connection, following the success of its 2023 #ItStartsWithYourName campaign. By enabling customers to customize their coffee without barriers, Starbucks India is elevating the coffee-drinking experience and solidifying its role as a cultural tastemaker in a tea-dominant nation. The campaign not only celebrates the versatility of the Blonde Espresso Roast but also reinforces Starbucks’ commitment to crafting meaningful moments for its customers, one personalized cup at a time.

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