Varanasi, often called the spiritual heart of India, is much more than just a city of temples. Its essence lies in its vibrant streets and delectable street food, which come at incredibly affordable prices. While renowned for its sacred sites, Varanasi buzzes with life in its narrow lanes lined with food stalls and bustling markets. Despite being a tier 2 city, where residents don’t earn as much as those in big cities, they thrive on the rich culture and flavours that define the place.
When it was announced that Starbucks would soon be opening in Varanasi, people were sceptical.
As most of us know, Starbucks coffee is expensive as compared to those being sold at roadside stalls – which are plenty in number in Varanasi. A lot of people were of the opinion that nobody in Varanasi would go to Starbucks for coffee.
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However, as it turned out, people thronged to the Starbucks outlet and queued up in front of the store to purchase a cup!
A video of the crowd gathering at Starbucks went viral on social media. Have a look:
People earlier : Starbucks wouldn't succeed in small towns because nobody would buy a ₹300 coffee.
Meanwhile Varanasi : pic.twitter.com/KYfSJt1WQ3
— Aaraynsh (@aaraynsh) March 29, 2024
This video left several people online amazed who tried to fathom how this cultural shift happened in the first place. Have a look at some of the reactions here:
I didn’t see this coming in a million years! Rameshwaram cafe feels 😂
— Bangalore real estate (@Bangalorereal1) March 29, 2024
Banaras wale bhot ammer hai 🐣
— Ankita Pandey (@its_ankitaaaa) March 29, 2024
Starbucks, now selling experiences, coffee is free.
— Abhinav (@abhinavrawal) March 29, 2024
Small town people have infinite money but limited spending. A friend who lives in my hometown and earning same amount as I am doing in city is enjoying/ living it up. He can spend his days and nights in Starbucks. Lives on ration brought from farms. Enjoys his life. While me,…
— Dhruv Sharma (@advdhruvsharma) March 29, 2024
Whoever thinks the Indian consumer doesn’t like to spend hasn’t worked long enough. They love a bargain but will spend on things they think hold value/status/need. https://t.co/kLcPD105hK
— mediocre gandhi (@mediocregandhi) March 29, 2024
Indian population is aspirational.
As income levels grow they
love to try out different foods and beverages from across the world be it Starbucks, KFC, Domino's, Burger King or Costa Coffee…. https://t.co/zwgRDAab4X— Arvind Datta (@datta_arvind) March 29, 2024
People keep saying Starbucks is overrated. But I absolutely love how this brand still stand strongest in India. https://t.co/2nHD4j5rwS
— Chirag Barjatya (@chiragbarjatyaa) March 29, 2024
Is this the way forward?