How Is This Business Challenging The BIG Players in India's Alcohol Industry? | Raiser's Edge

Would love a long episode with Pradeep, Shivam, and Shantanu discussing in detail about the alcohol industry. Shantanu, please make it happen

A comprehensive yet summarized overview of the above podcast(helps you save time): • The Whiskey Market and Consumer Preferences in India - Indians understand local tastes and preferences better than multinational companies - Consumers are very loyal and sticky to their preferred whiskey brands - Indian whiskey brands are gaining popularity over imported Scotch whiskies ◦ In 2023, Indian single malt whiskies outsold imported Scotch single malts in India - Creating products tailored to the Indian palate (e.g. incorporating spices) • Launching and Marketing an Indian Whiskey Brand - Utilizing accessible pricing as a value proposition for Indian consumers - Emphasizing the brand's Indian roots and locally-sourced ingredients like Himalayan water - Using distinct, premium packaging to create an aspirational brand image - Focusing on experiential marketing like sampling events and word-of-mouth ◦ "We purposely chose a not so cost effective route...to have a clear story" - Building deep relationships with retailers through immersive training ◦ "If the retailer doesn't say the right words, the consumer won't buy" • Challenges in the Alcohol Industry in India - Complex regulations differing across each state ◦ "Each state is a different country particularly in alcohol" - Restrictions on advertising and product claims ◦ "I can't communicate openly, the battle takes place in people's minds" - Managing supply chains and avoiding overstocking/understocking • Strategic Approach to Scaling the Business - Prioritizing depth over width - going deep in few markets before expanding ◦ "Going step by step is better, we have not foolishly opened Haryana" - Treating the core product line as the backbone to fund new offerings - Leveraging affordable pricing as an enabler of responsible drinking ◦ "The intention should be to drink quality in lower quantities" - Soliciting guidance from industry veterans on new initiatives ◦ "The right introduction will ensure the person gives honest advice" • Entrepreneurial Mindsets and Philosophies - Having the humility to listen to trade partners and consumers ◦ "We put our egos aside and learn from what people say" - Taking a long-term brand building approach rather than chasing short-term gains ◦ "It's a marathon, there are no shortcuts" - Respecting distributors, retailers, and service staff as valued partners - Focusing on core competencies rather than trying to be all things to all people ◦ "Let me focus on whiskey, there is scope for 50 more years of improvement"

I just want the clarity and confidence in building that Shivam possesses. Very inspiring

Can't agree more with Pradeep Sir with his concluding statement - Just a repeat request with Barbarshop Team - See if you can rope in Kunal Shah - As wrote before it will be a one of its kind of opportunity for small scale enterprises - Humble request 🙏

Please move to the old setting

Another problem that I see is that the classic version you have is just about ₹500, which is clearly in the cheaper more massy side, it’d be tough to upsell someone a 990 bottle. Even if you look at the royal stags and blenders pride of India, you’ll see they price their “select” or “premium” at max 200 more than the classic variant.

This is too good to listen to a person who is not in a hurry to build something big but build beautifully. All the best for your journey.. I learnt a lot here.. thanks again..

I honestly believe that the middle class in India is growing and the market for scotch whiskies is increasing because of the aspiration. It’d be better priced slightly above the Johnnie walker red label, because with alcohol people directly correlate the price with quality.

Such a interesting topic. Will take me a couple of days to complete but it's too good ❤

i love your work man, Just keep on doing this and encouraging small founders like me to grow and do better

One reason for Indian single malt beating scotch should be attributed to CSD rule of not selling imported product.

Absolutely loved this one! Super insightful and full of learnings

Why do I feel Shantanu got slightly drunk during the conclusion part. He sounded extra 10% genuine to me, the kinda genuineness you get with slight intoxication.😂 Nevertheless, wonderful conversation.

Corona, Bacardi, Foster's, Guinness, Kingfisher all have memorable campaigns.

A bit of mansplaining from the founder but i absolutely love Shantanu. Great topic. The young founder will go places.

Loved this!

🔥

Why not bring all the Indian Single Malt players in your podcast?

Great episode but Its not going to challenge big players, mcdowells is going to walk over it 😅😅

Shivam Ginglani do see Positive in everything even breakage