Tata Starbucks gets Manmeet Vohra as director, marketing and category

Vohra was marketing director at TAG Heuer.

Tata Starbucks, the 50:50 joint venture between Starbucks Coffee Company and Tata Global Beverages, has appointed Manmeet Vohra as its director, marketing and category. In her new role, Vohra will lead all marketing and category aspects for the company in India.

Vohra was marketing director at TAG Heuer and brings with her 11 years of marketing experience in the luxury industry. She will report to Avani Davda, CEO, Tata Starbucks, and will be a part of the company's senior leadership team.

Meanwhile, Sushant Dash, who has been associated with the Tata Group for close to 12 years and joined Tata Starbucks in August 2012, has been given a new role as the global brand director of Tata Global Beverages.

Speaking on the development, Avani Davda, CEO, Tata Starbucks, states, "Sushant has played an integral role in launching Starbucks in India and delivering the Starbucks experience to Indian consumers. His commitment and contribution to our business has been invaluable and we wish him the very best in his new endeavour. We are also extremely pleased to welcome Manmeet to her new role at Tata Starbucks. Her forward-thinking brand sensibility and cross-channel marketing expertise will continue to push us toward building a strong presence in this dynamic market."

Commenting on her appointment, Vohra says, "This is an exciting time in Starbucks journey in India and I am looking forward to bringing my passion for elevating the customer experience to this iconic brand. I am humbled to be a part of Tata Starbucks - a partnership between two strong companies that share common values of responsible business ethics and commitment to the community."

In 2012, JWT was brought on board to handle the creative duties of Starbucks in India and in 2013, Starbucks announced that it will work with Madison in India for its media planning and buying.

US-based Starbucks entered the Indian market in October, 2012 and currently operates 17 stores in India. Starbucks stores are operated by the joint venture, Tata Starbucks Limited, and branded as Starbucks Coffee - "A Tata Alliance".