“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
Bringing Coorg’s rich stories, soil, and spirit to every cup
Bengaluru :
Tata Starbucks is celebrating India’s deep-rooted coffee heritage with the launch of its first-ever estate-exclusive single-origin coffees, sourced from the Nullore, Margolly, and Karadibetta Estates of Coorg, Karnataka.
Building on the success of the India Estates Blend, which first spotlighted the country’s coffee origins, this new range brings the focus even closer to the land and the people behind each bean. Through this launch, Starbucks shines a light on India’s coffee-growing heartlands and the generations of farmers whose craft and care shape every cup. As one estate manager expresses on the coffee pack, “This coffee is our legacy – I warmly welcome you to experience it in your cup.”
Joining Starbucks celebrated lineup from coffee growing regions of Africa, Asia Pacific, and Latin America, this curated trio underscores the brand’s commitment to showcasing the world’s most distinctive coffees while championing India’s own specialty coffee estates.
Rooted in the heart of Coorg’s coffee belt, the Nullore, Margolly, and Karadibetta estates each embody a unique legacy of craftsmanship, biodiversity, and care passed down through generations.
India Nullore Estate: Growing at an altitude of 910 meters above sea level this Arabica coffee offers tasting notes of red apple and nutty sesame flower, with a sweet lemon acidity, a medium-light body, and medium-high acidity creating a balanced yet vibrant cup. Nestled in Madikeri’s mist-covered hills, the estate is a model of circular farming, where nature nurtures every bean under a two-tier canopy of native trees.
India Margolly Estate: With roots dating back to the 1850s, Margolly Estate is in the undulating highlands of southern Coorg. Grown at 980 meters above sea level, this washed Arabica features Barhi date and cinnamon bark notes, rounded by a forest honey finish. The estate’s dense canopy, thriving pepper vines, and rainwater harvesting practices mirror the cool, humid conditions of evergreen forests, producing beans with balanced acidity, clean finish, and distinct character.
India Karadibetta Estate: Perched at 1000 meters above sea level, Karadibetta Estate produces high-altitude Arabica with tasting notes of jamun plum, ginger, and sweet tulsi herbal. Its high acidity and medium body create a layered, aromatic profile that reflects the biodiversity and lush terrain of Coorg’s highlands.
From the Grey Hornbill of Nullore, a natural seed-sower of Coorg’s forests, to wandering elephants through Margolly’s lush pepper trails and the vibrant flora of Karadibetta’s highlands, each package has been thoughtfully designed with illustrations that celebrate the wildlife, biodiversity, and ethical sourcing practices that define these estates and the communities that sustain them.
Mitali Maheshwari, Head of Product & Marketing, Tata Starbucks, said, “India’s coffee origins carry the rich legacy of their people, with stories spanning centuries. We’re proud to share the distinct flavors and craftsmanship of Coorg through these iconic estates that have been harvested for the first time for Tata Starbucks. Each single origin coffee in this range reflects its unique terroir, biodiversity, and the passion of its farmers, brought to life in every cup.”
source: http://www.passionateinmarketing.com / Passionate in Marketing / Home> Marketing / October 28th, 2025
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