On March 11, 2018, Starbucks, the global coffee chain, officially unveiled a new product called the “Kurig Coffee Pods.”
The pods are a new way to buy and use your favorite coffee.
The pods, which have been made from a blend of kroger’s proprietary, organic and non-GMO coffee beans, have the same price tag as regular coffee pods.
The new pods come in a variety of sizes and flavors.
“The pods represent the future of coffee.
With a price tag of just Rs 2.99, you can now get your morning cup of joe at a cost of just one-third of a traditional coffee,” said Gaurav Singh, managing director, Beverages at Starbucks India.
Starbucks said it will begin shipping the pods in January 2019.
Kurigs coffee pods are not just a novelty for consumers.
For years, coffee consumers have been asking for a better way to enjoy their coffee.
In 2017, the National Consumers Association (NCA) asked Starbucks to offer a “good-quality coffee” option, which would be comparable to other brands.
The NCA also lobbied the government to make it easier for consumers to purchase coffee pods in bulk.
“People are looking for alternatives to expensive coffee, which they often pay more than the full cost of,” said R. Venkat Kumar, a vice president, marketing and partnerships at NCA.
In 2017, NCA had also called for the introduction of coffee pods that are “better tasting” in comparison to regular coffee.
“They will help consumers get the best quality coffee for their budget,” said Kumar.
In September 2018, NCPE, a national consumer organization, released a report which revealed that coffee drinkers in the US were spending more on coffee than any other country in the world.
It also said that coffee consumption had doubled in the last decade.
In India, the coffee market has been in the spotlight after the killing of Hukum Singh, a labourer at the Bhopal power plant in 2015.
The incident, which sparked mass protests in the city, led to the death of more than a dozen people and triggered nationwide protests.
A group of prominent social activists, including journalist Arundhati Roy, called for an inquiry into the killing.
The Indian government, however, did not initiate an inquiry.