India’s top multiplex operator, PVR Ltd has signed a distribution agreement for select products with the International leading coffee chain, Starbucks. For the time-being, it is at its Mumbai and Delhi outlets that PVR has begun selling Starbucks products on a trail basis. If all goes well, the PVR authorities plan to extend the arrangement to about 25 of its major movie theatre across the metros in the country.
It is learnt that the assortment of select Starbucks products to be retailed by PVR will be directly sourced from the United States. It will, however, not include the brewing of coffee. PVR is said to wanting only those products that have a longer shelf-life such as cold coffee and mineral water from Starbucks. Only later on in the future, PVR will look at brewing the flagship hot coffee as well.
Earlier previous year, Starbucks had to take back its application to run single-brand retail stores in India after the famous coffee chain failed to get a clearance from the Foreign Investment Promotion Board. As per its earlier plans, Starbucks had declared to open its very first outlet at New Delhi or Mumbai by the end of 2007. Lets hope all goes out well this time around.
