“Trace the Cup” new film-led series follows the journey from estate to cup, spotlighting sourcing and flavour.

Tata Starbucks is turning the focus to India’s coffee-growing regions with a new film centred on its first estate-specific single-origin offerings.

Sourced from the Nullore, Margolly, and Karadibetta estates in Coorg, Karnataka, the launch marks the brand’s first move into estate-exclusive coffees in India. The initiative puts a spotlight on how factors like origin, altitude, and farming practices influence flavour — elements often discussed in global coffee conversations but less visible to everyday consumers in India.

As part of this, the brand has introduced “Trace the Cup”, a content series that follows the journey of coffee from estate to cup. The idea is to make the sourcing and production process more transparent, while building awareness around Indian coffee and the people behind it.

“Indian single-origin coffees have a distinct identity shaped by their origin and more than that, the people who grow them. ‘Trace the Cup’ helps us bring that story to the forefront, allowing customers to better understand where their coffee comes from, what makes each origin unique and how it all contributes to the signature Starbucks experience, in our stores,” said Mitali Maheshwari, Head of Product & Marketing, Tata Starbucks.

source: http://www.afaqs.com / afaqs! / Home> Advertisins> News / by afaqs! news bureau / April 02nd, 2026