liquor 40 million billion 40 billion 50 billion is total Market size and beer is
billion is total Market size and beer is about 12 billion yeah about 1230
about 12 billion yeah about 1230 something like that so the interesting
something like that so the interesting thing is in India is the only country in
thing is in India is the only country in the tropical Zone where you do roughly
the tropical Zone where you do roughly around 350 million cases of heart liquor
around 350 million cases of heart liquor considering you also country regular
considering you also country regular Spirits also and about the same quantity
Spirits also and about the same quantity of beer but if you compare it to Vietnam
of beer but if you compare it to Vietnam which is on the same heat temperature
which is on the same heat temperature distance Vietnam does 300 million cases
distance Vietnam does 300 million cases of beer but only 30 million cases of
of beer but only 30 million cases of hard liquor so we are extremely over
hard liquor so we are extremely over indexed on hard liquor why I think one
indexed on hard liquor why I think one of the key reasons is I think if you
of the key reasons is I think if you look at the psychology we have to look
look at the psychology we have to look at India Urban India is very unlivable
at India Urban India is very unlivable and one of the big you know the the
and one of the big you know the the consumption U you know categories that
consumption U you know categories that these uh the imfl category gets its
these uh the imfl category gets its volumes from is the post work going home
volumes from is the post work going home period which in the traditional liquor
period which in the traditional liquor Palin you call it charar moment like
Palin you call it charar moment like four people working in different jobs
four people working in different jobs would come together sit at a small take
would come together sit at a small take enjoy have that one break and then go
enjoy have that one break and then go home to the and and you know look at the
home to the and and you know look at the transit times within City so you have
transit times within City so you have really short of time so this moment of
really short of time so this moment of like maybe taking a little break from
like maybe taking a little break from your routine is very short hence the
your routine is very short hence the consumption style and pattern has also
consumption style and pattern has also been developed around this so what
been developed around this so what happens is we are extremely over indexed
happens is we are extremely over indexed on the 180 ML nip so what is n so in
on the 180 ML nip so what is n so in terms of pack sizes I think 80% of the
terms of pack sizes I think 80% of the it is like is a full bottle which is and
it is like is a full bottle which is and the 375 and 180 ml is a nip so they call
the 375 and 180 ml is a nip so they call it PA so what happens usually in the say
it PA so what happens usually in the say up to a level of a semi- premium segment
up to a level of a semi- premium segment that is up till say a royal stag yeah so
that is up till say a royal stag yeah so you'll see guys will meet at a place a
you'll see guys will meet at a place a it's called
it's called they'll buy a nip AATA
they'll buy a nip AATA a per per room so there they'll take a
a per per room so there they'll take a nip and they'll finish it and then go
nip and they'll finish it and then go home for work but so go home for uh
home for work but so go home for uh meeting their wives or anyone so that so
meeting their wives or anyone so that so it's basically summarized as bang for
it's basically summarized as bang for your buck A lot of times this happens so
your buck A lot of times this happens so it's you have 1 hour if you drink two
it's you have 1 hour if you drink two beers the high that you get the high
beers the high that you get the high that you get versus you drink
prium lior it is different but for the is the biggest because they like to get
is the biggest because they like to get high which is surprising which is
high which is surprising which is surprising like it nowhere in the world
surprising like it nowhere in the world 80% would be strong nowhere nowhere what
80% would be strong nowhere nowhere what do people drink for is it to
do people drink for is it to escape is it to escape the monotony of
escape is it to escape the monotony of life is it to get a
life is it to get a high is it cultural in the sense that
high is it cultural in the sense that it's a activity that you like doing
it's a activity that you like doing along with your friends and family
along with your friends and family why why does India drink it's also D
why why does India drink it's also D broken up into segments the Country
broken up into segments the Country Liquor drinking class they for them it's
Liquor drinking class they for them it's price point and they want to get high at
price point and they want to get high at the lowest cost um what do you think no
the lowest cost um what do you think no I'll change there like I studied in
I'll change there like I studied in Bangalore so say the he's talking about
Bangalore so say the he's talking about the Country Liquor or the lowest segment
the Country Liquor or the lowest segment so you'll be surprised these guys go to
so you'll be surprised these guys go to work at 8 a.m. you know they do physical
work at 8 a.m. you know they do physical labor I've seen them because I used to
labor I've seen them because I used to have in my DMS College the industrial
have in my DMS College the industrial engineering start to break the hammer
engineering start to break the hammer and everything like that you know so
and everything like that you know so 6:00 you'll see that guy in a liquor
6:00 you'll see that guy in a liquor shop and how they drink it is amazing
shop and how they drink it is amazing they'll take a nip is called a spwa in
they'll take a nip is called a spwa in Hindi so they'll take it boom and then
Hindi so they'll take it boom and then they'll go for work it's so physical
they'll go for work it's so physical after their work they'll again come back
after their work they'll again come back have one more and then go home and sleep
have one more and then go home and sleep and no need of a mixer no need of a
and no need of a mixer no need of a mixer if they pick it up for 50 rupes
mixer if they pick it up for 50 rupes now or 40 rupees that that's a typical
now or 40 rupees that that's a typical percentage alcohol is this uh 28% no
percentage alcohol is this uh 28% no this is
this is 42% no no it depends like you have 26 36
42% no no it depends like you have 26 36 and 4 so recently I've done a Content
and 4 so recently I've done a Content series on Country Liquor and i' which is
series on Country Liquor and i' which is doing very well for me so I've actually
doing very well for me so I've actually picked up Country Liquor from all over
picked up Country Liquor from all over the country and I've been uh tasting
the country and I've been uh tasting them and they don't taste as bad because
them and they don't taste as bad because of the low ABV although they have
of the low ABV although they have synthetic flavors in it what is ABV
synthetic flavors in it what is ABV alcohol by Vol alcohol by volume uh
alcohol by Vol alcohol by volume uh which is not strong so a typical whiskey
which is not strong so a typical whiskey which would be a 40% uh ATA which is
which would be a 40% uh ATA which is your country made liquor is 28% so you
your country made liquor is 28% so you can drink it directly versus whiskey but
can drink it directly versus whiskey but that you need a
that you need a mixer and they have all those local
flavors all that it's very different it's the local local Flavors of India
it's the local local Flavors of India names like whatever like fun I think
names like whatever like fun I think these are fun names I think that'll be a
these are fun names I think that'll be a fun content piece if and I had one which
fun content piece if and I had one which tasted just like sambuka like you put it
tasted just like sambuka like you put it you put sambuka and you put this other
you put sambuka and you put this other country made liquor will not be able to
country made liquor will not be able to tell the difference this doesn't sound
tell the difference this doesn't sound necessarily like a good thing right
necessarily like a good thing right somebody gulping 180 ML it's not it's
somebody gulping 180 ML it's not it's not it is not it it is irresponsible
not it is not it it is irresponsible drinking but they don't have any other
drinking but they don't have any other option right uh Mass level drinking it's
option right uh Mass level drinking it's it's to get high to answer your question
it's to get high to answer your question it's mostly to get high quickly for the
it's mostly to get high quickly for the money that You' spend what is the
money that You' spend what is the psychology behind wanting to get high
psychology behind wanting to get high why is this laborer who is making let's
why is this laborer who is making let's say 800 rupees a day to go and lift
say 800 rupees a day to go and lift something for 8 hours or 10 hours or 12
something for 8 hours or 10 hours or 12 why does he want to get high at the
why does he want to get high at the beginning of his day it's the same
beginning of his day it's the same psychology that a corporate CEO probably
psychology that a corporate CEO probably comes home and has a whiskey at home
comes home and has a whiskey at home before they get sit down on the dinner
before they get sit down on the dinner table it's the same psychology you are
table it's the same psychology you are tired you want to get away you want to
tired you want to get away you want to spend your day not thinking about maybe
spend your day not thinking about maybe work and socializing or talking to your
work and socializing or talking to your friends or your work friends whoever you
friends or your work friends whoever you talk to but from that point of view it
talk to but from that point of view it is that break they they want to they
is that break they they want to they don't want to like because their life is
don't want to like because their life is so tough they don't want to just yeah
so tough they don't want to just yeah it's physical labor it's taxing I mean
it's physical labor it's taxing I mean they have enough issues I feel like I
they have enough issues I feel like I think it's it's a lot of that I mean as
think it's it's a lot of that I mean as part of diio we did a lot of rounds in
part of diio we did a lot of rounds in many many liquor stores permit rooms and
many many liquor stores permit rooms and one of the biggest learnings was that
one of the biggest learnings was that why are they sitting here and drinking
why are they sitting here and drinking is because they all need to get home in
is because they all need to get home in half an hour and then start that whole
half an hour and then start that whole day again this is one break you got in
day again this is one break you got in the whole day where you could get away
the whole day where you could get away with your friends or whoever you drink
with your friends or whoever you drink with I mean that's irrespective you can
with I mean that's irrespective you can drink alone and still find you know that
drink alone and still find you know that so I think it's that right because we
so I think it's that right because we can't go around this question do you
can't go around this question do you think alcohol net net for society is
think alcohol net net for society is good or bad and explain why make a case
good or bad and explain why make a case on this side and on the
on this side and on the other I mean you are
other I mean you are talking I'll give you see anywhere where
talking I'll give you see anywhere where alcohol is banned whether it was us Etc
alcohol is banned whether it was us Etc it has L the economy into shambles
it has L the economy into shambles yeah what she's rightly saying drinking
yeah what she's rightly saying drinking alcohol in moderation is very good
alcohol in moderation is very good you're talking Kennedy time boot
you're talking Kennedy time boot leggings even the doctor say a glass of
leggings even the doctor say a glass of wi or 60 ml a day is very good for the
wi or 60 ml a day is very good for the heart so I think anything in moderation
heart so I think anything in moderation is good so what you're saying is
is good so what you're saying is culturally alcohol has been a part of
culturally alcohol has been a part of our life centuries and if you ban it
our life centuries and if you ban it what happened in US prohibition the
what happened in US prohibition the money from alcohol will not go to you
money from alcohol will not go to you guys but it'll go to the dark elements
guys but it'll go to the dark elements but that being said if um I don't I'm
but that being said if um I don't I'm not very good with the numbers of
not very good with the numbers of America but the younger generation that
America but the younger generation that I tend to engage with once in a while
I tend to engage with once in a while they're not drinking as much as we were
they're not drinking as much as we were drinking when we were younger at least
drinking when we were younger at least they were not drink they're not drinking
they were not drink they're not drinking as much as I would drink when I the
as much as I would drink when I the Young Generation in India also maybe
Young Generation in India also maybe they don't have
they don't have foures they're doing other things to get
foures they're doing other things to get high but they're still getting high but
high but they're still getting high but they caring about calories they're
they caring about calories they're caring about hangovers compared to what
caring about hangovers compared to what we would we didn't have those
we would we didn't have those alternatives interesting point do you
alternatives interesting point do you guys individually believe that you
guys individually believe that you become a different person a slightly
become a different person a slightly different version of yourself absolutely
different version of yourself absolutely AB how do you Che it's a chemical
AB how do you Che it's a chemical reaction in your body I mean this is
reaction in your body I mean this is finally it's not just a product in the
finally it's not just a product in the air right I'm not consuming fashion
air right I'm not consuming fashion through my eyes I'm actually consuming
through my eyes I'm actually consuming it in my body so it is actually changing
it in my body so it is actually changing there's a molecular change that you go
there's a molecular change that you go through when you have alcohol so how
through when you have alcohol so how does minaki change I I mean I get more I
does minaki change I I mean I get more I I love to dance and I love great music I
I love to dance and I love great music I like to put I mean some of us have seen
like to put I mean some of us have seen us very drunk but we've had some great
us very drunk but we've had some great nights and you also also at at any point
nights and you also also at at any point in time whenever you are drinking you
in time whenever you are drinking you are your guards are down like I said
are your guards are down like I said right so you are more open to knowing
right so you are more open to knowing people and talking to people when you
people and talking to people when you are say having a drink versus not having
are say having a drink versus not having a drink I think I become funnier uh I
a drink I think I become funnier uh I become more social and I become more
become more social and I become more chatty abishek I've seen love
chatty abishek I've seen love yeah see I always say I'm the business
yeah see I always say I'm the business of making people happy so I become
of making people happy so I become happy same I think you know largely to a
happy same I think you know largely to a to a great extent but more of also
to a great extent but more of also sometime you also want to consume
sometime you also want to consume something on your own personal space as
something on your own personal space as well like just you know in the unwind
well like just you know in the unwind moment that's also something which is
moment that's also something which is very interesting but very specific then
very interesting but very specific then you know okay so we established that the
you know okay so we established that the hard liquor Market is 40 billion beer is
hard liquor Market is 40 billion beer is 12
12 billion so we have some data that says
billion so we have some data that says that correct me when I'm wrong UB has
that correct me when I'm wrong UB has 25% market share followed by spirit and
25% market share followed by spirit and beer together Country Liquor has 20% no
beer together Country Liquor has 20% no actually if you see 400 million in terms
actually if you see 400 million in terms of value term I'll tell you the thing
of value term I'll tell you the thing value terms yes not volume 400 million
value terms yes not volume 400 million is the hard liquor M so 400 million
is the hard liquor M so 400 million cases Country Liquor would be again a
cases Country Liquor would be again a 300 million cases mark
300 million cases mark but maybe not uh in numbers 51% isue so
but maybe not uh in numbers 51% isue so value would be very less revenue revenue
value would be very less revenue revenue would 51% won't it be Country Liquor no
would 51% won't it be Country Liquor no no much much less 20% your state data is
no much much less 20% your state data is correct much less because the the value
correct much less because the the value is very less Val low yeah okay follow
is very less Val low yeah okay follow maybe followed by diio at 17 aner Bush B
maybe followed by diio at 17 aner Bush B record radical ketan 3% no we we of the
record radical ketan 3% no we we of the market size we're about 10%
right so what did these brands do correctly which somebody
correctly which somebody can use to emulate somebody can build
can use to emulate somebody can build around if you had to talk about
around if you had to talk about underlying Trends in the Brewing space
underlying Trends in the Brewing space uh what is changing today that I should
uh what is changing today that I should focus on imagine I am a 25 year old who
focus on imagine I am a 25 year old who has managed to raise 10 CR rupees and I
has managed to raise 10 CR rupees and I want to start a liquor brand
want to start a liquor brand should I do tequila should I try and
should I do tequila should I try and figure out what UB is doing correctly I
figure out what UB is doing correctly I had an interesting conversation with an
had an interesting conversation with an ex executive at UB who
ex executive at UB who said that off late they've been trying
said that off late they've been trying to push hinin instead of KF and it's a
to push hinin instead of KF and it's a strategy that has not worked yes and
strategy that has not worked yes and they're falling back on selling KF again
they're falling back on selling KF again exactly something on those lines yeah
exactly something on those lines yeah silver King henen silver was their MO
silver King henen silver was their MO right same thing which happened like if
right same thing which happened like if you see the Wars which happened with
you see the Wars which happened with thumbs up and Coke yeah so what do I do
thumbs up and Coke yeah so what do I do I have 10 CR rupees that I have raised a
I have 10 CR rupees that I have raised a venture capital fund has given me the
venture capital fund has given me the money I want to start a liquor liquor
money I want to start a liquor liquor brand what should I
brand what should I start so I deal with these young people
start so I deal with these young people on a daily basis who want to start a
on a daily basis who want to start a liquor brand when you talk about numbers
liquor brand when you talk about numbers and market share most of these kids do
and market share most of these kids do not know their numbers and they don't
not know their numbers and they don't want to go into building a tequila or
want to go into building a tequila or building a gin because they want to
building a gin because they want to capture market share they they want to
capture market share they they want to create a product they want the first
create a product they want the first thing that they want to create is they
thing that they want to create is they want to create a differentiated product
want to create a differentiated product which is the first thing that they come
which is the first thing that they come up with saying that oh My Gin has hem
up with saying that oh My Gin has hem seeds in it that's why I'm different or
seeds in it that's why I'm different or my tequila has this certain type of
my tequila has this certain type of agave that I'm importing in that's why
agave that I'm importing in that's why I'm Different they don't go in with the
I'm Different they don't go in with the mentality saying that oh I want to
mentality saying that oh I want to capture 50% market share of the Gin
capture 50% market share of the Gin category in the country number one
category in the country number one number two they feel that the Indian
number two they feel that the Indian brands or the international Brands which
brands or the international Brands which are there they can do a better job in
are there they can do a better job in packaging positioning marketing compared
packaging positioning marketing compared to these bigger players thirdly they
to these bigger players thirdly they feel is become much easier compared to
feel is become much easier compared to what it was before that okay I know a
what it was before that okay I know a friend who knows a co-packer all I have
friend who knows a co-packer all I have to go and do is create a recipe I don't
to go and do is create a recipe I don't want to be a manufacturer I want to be a
want to be a manufacturer I want to be a brand owner and I want to be a
brand owner and I want to be a distributor versus going into the entire
distributor versus going into the entire capex model can you manufacturer bro on
capex model can you manufacturer bro on your own with 10 CR rupe Capital that
your own with 10 CR rupe Capital that I've raised you
I've raised you set you can set up a
set you can set up a distill with but most your money will go
distill with but most your money will go into you
into you cannot too
cannot too less I think you can I raised my first
less I think you can I raised my first round was eight cror and we spent almost
round was eight cror and we spent almost six in kex because we really wanted the
six in kex because we really wanted the best equipment to brew but that was the
best equipment to brew but that was the whole journey that came to the point
whole journey that came to the point that you know we' done all everything
that you know we' done all everything that we could and then you only needed
that we could and then you only needed the money so with six CR rupees in
the money so with six CR rupees in equipment you can start a independent
equipment you can start a independent beer company in India but the the
beer company in India but the the journey to the six CR is not see the
journey to the six CR is not see the money is the least important thing in
money is the least important thing in this whole Matrix I think one of the
this whole Matrix I think one of the most important things is you once you
most important things is you once you the what you are trying to do has to
the what you are trying to do has to fully resonate with you like how
fully resonate with you like how minakshi has been running her bar for
minakshi has been running her bar for day in day out for years and you keep
day in day out for years and you keep getting better at what you do by being
getting better at what you do by being at it what if I I don't know what
at it what if I I don't know what resonates with me I want to find from
resonates with me I want to find from the lens of capitalism the lwh hanging
the lens of capitalism the lwh hanging fruit of today so one of the I'm okay
fruit of today so one of the I'm okay with going to a co-packer I don't have
with going to a co-packer I don't have to manufacture I don't have to spend
to manufacture I don't have to spend money on
money on that what brand and what price point
that what brand and what price point what category category the question is
what category category the question is category and I would say the highest
category and I would say the highest category is whiskey and I would say that
category is whiskey and I would say that and stuff like that would be your most
and stuff like that would be your most profitable category and by far is the
profitable category and by far is the one that actually has test the test of
one that actually has test the test of stood the test of time as well like I've
stood the test of time as well like I've seen people set up with 30 to 50 lakh
seen people set up with 30 to 50 lakh rupees how their money is spent U maybe
rupees how their money is spent U maybe 10% is spent on creating the brand the
10% is spent on creating the brand the balance goes into actually paying uh
balance goes into actually paying uh listing fees uh in every state so they
listing fees uh in every state so they usually start off people from Goa they
usually start off people from Goa they started from Goa then they go to either
started from Goa then they go to either Delhi or gura and I'm talking about Jin
Delhi or gura and I'm talking about Jin as a category because that's a space I
as a category because that's a space I know um in Delhi you have to pay per
know um in Delhi you have to pay per brand which will be about 12 lakh rupees
brand which will be about 12 lakh rupees for vodka and Jin that's where most of
for vodka and Jin that's where most of the money is going initially go to
the money is going initially go to market 30 to 50 lakh rupees people can
market 30 to 50 lakh rupees people can start off their brand initially through
start off their brand initially through a cacer if you want to start the journey
a cacer if you want to start the journey is really long the answer your
is really long the answer your question you have to have sixc every
question you have to have sixc every year so we are not talking
year so we are not talking about one no no but then I'm just saying
about one no no but then I'm just saying you set up about no no what about like
you set up about no no what about like I'll tell you like in our industry if
I'll tell you like in our industry if you want to go all India you have to
you want to go all India you have to have 35 bottling units right then it's a
have 35 bottling units right then it's a dark environment so it depends on the
dark environment so it depends on the category so with such a small amount you
category so with such a small amount you can only make a mark If you go into a
can only make a mark If you go into a niche category which I'm fine doing yeah
niche category which I'm fine doing yeah which only you get into a niche category
which only you get into a niche category right there also you have to the most
right there also you have to the most important is you have to have the
important is you have to have the patience because what I feel to get the
patience because what I feel to get the first 10,000 consumer is the toughest
first 10,000 consumer is the toughest that is the biggest Journey which we
that is the biggest Journey which we I've seen in all my Brands because once
I've seen in all my Brands because once that 10,000 are loyalist consumers will
that 10,000 are loyalist consumers will talk to they'll make 50,000 consumer
talk to they'll make 50,000 consumer then Millions comes that's happened with
then Millions comes that's happened with each of my Brands it goes slow but then
each of my Brands it goes slow but then it just takes off so the minute you push
it just takes off so the minute you push your brand and the most important
your brand and the most important industry is the payment the minute you
industry is the payment the minute you push your primaries and you don't look
push your primaries and you don't look at your secondaries and tertiaries the
at your secondaries and tertiaries the brand is finished what is primary
brand is finished what is primary secondary tertiary primary is suppose if
secondary tertiary primary is suppose if I give to a distributor then secondary
I give to a distributor then secondary is when it goes to the retail the most
is when it goes to the retail the most important is the tery is the retail oft
important is the tery is the retail oft any retailer will take your material but
any retailer will take your material but till the time it does not go out he
till the time it does not go out he won't not making any money till the end
won't not making any money till the end the biggest problem don't pay in our
the biggest problem don't pay in our industry what makaki is rightly saying I
industry what makaki is rightly saying I Echo her what she's saying with a six CR
Echo her what she's saying with a six CR fun you it's it's like if you click it
fun you it's it's like if you click it you're a God but you should have that
you're a God but you should have that capital of at least 50 crores Etc but he
capital of at least 50 crores Etc but he did it with 10
did it with 10 Fant so I have
Fant so I have one about alcohol beer is a different
one about alcohol beer is a different category I'm I'm open to
category I'm I'm open to beila Jan anything so I've looked at
beila Jan anything so I've looked at even Alan story and these other gin
even Alan story and these other gin Brands they didn't start off they first
Brands they didn't start off they first they were going to co-packers and no no
they were going to co-packers and no no C- Packer wanted to bottle their product
C- Packer wanted to bottle their product right they were if you go to copac and
right they were if you go to copac and tell them if I come to you and tell you
tell them if I come to you and tell you I want to build 750 cases in a year no
I want to build 750 cases in a year no they'll say that's too less for me right
they'll say that's too less for me right so that's the main thing that you have
so that's the main thing that you have to start small which co- Packer should I
to start small which co- Packer should I go to any names recommendations people
go to any names recommendations people who have repute so I think co- Packers
who have repute so I think co- Packers there are many you should probably
there are many you should probably choose a market where the resistance the
choose a market where the resistance the friction to get your product to the
friction to get your product to the consumer is the least so don't go to
consumer is the least so don't go to markets where there is very high
markets where there is very high regulation Goa we were you know an
regulation Goa we were you know an entire ecosystem I think please come to
entire ecosystem I think please come to Goa I think Goa has great co-packers Goa
Goa I think Goa has great co-packers Goa has great C- Packers also extremely um
has great C- Packers also extremely um so the there are two three types of
so the there are two three types of markets that happen in India Goa is
markets that happen in India Goa is considered an open market like
considered an open market like Maharashtra where you have a distributor
Maharashtra where you have a distributor it it almost operates very similar to
it it almost operates very similar to say any other business like you have you
say any other business like you have you have the freedom to do if you are in
have the freedom to do if you are in Karnataka you have to sell to the
Karnataka you have to sell to the government so you have much higher
government so you have much higher control so as a I don't want to get into
control so as a I don't want to get into the complexity of different states cuz I
the complexity of different states cuz I think there are too many rules but are
think there are too many rules but are you talking about liquor or you're
you talking about liquor or you're talking about beer either anything I
talking about beer either anything I think both are different uh in Goa
think both are different uh in Goa getting a co-packer is easier getting a
getting a co-packer is easier getting a name a C- Packer somebody somebody of
name a C- Packer somebody somebody of repute U greater than and you know there
repute U greater than and you know there are a bunch like there are 30 greater
are a bunch like there are 30 greater than is a C- Packer it is being made at
than is a C- Packer it is being made at one of the factories also model they
one of the factories also model they started from there also model is that
started from there also model is that you go to coopaca and if you if the
you go to coopaca and if you if the coopaca doesn't have the still that you
coopaca doesn't have the still that you want to use in order to make your
want to use in order to make your product since the coopaca has all the
product since the coopaca has all the licenses which is actually the majority
licenses which is actually the majority of the C the cost Bigg work the biggest
of the C the cost Bigg work the biggest work the biggest headache of your fire
work the biggest headache of your fire your chemical you have multiple licenses
your chemical you have multiple licenses where initially if you want to raise
where initially if you want to raise money to build your own distillery
money to build your own distillery that's where your money will go is when
that's where your money will go is when you import a Ste put it give it to your
you import a Ste put it give it to your coper and tell him to use this still to
coper and tell him to use this still to make your product yeah and then get a
make your product yeah and then get a good distiller yeah so when you say
good distiller yeah so when you say bottler do you mean caca yeah yeah same
bottler do you mean caca yeah yeah same thing can I find a C- Packer for whiskey
thing can I find a C- Packer for whiskey yeah yeah you can So for anybody for any
yeah yeah you can So for anybody for any Spirit any Spirit yeah so then I don't
Spirit any Spirit yeah so then I don't need that much money right if I'm using
need that much money right if I'm using a co-packer and making whiskey this
a co-packer and making whiskey this recipe how do I go about getting it what
recipe how do I go about getting it what what is it I remember Kiran Kiran had
what is it I remember Kiran Kiran had this license in beer brewing whatever
this license in beer brewing whatever she studied
she studied microbiology she spoke about
microbiology she spoke about how the recipe is such an important
how the recipe is such an important ingredient absolutely I don't know
ingredient absolutely I don't know anything about liquor I have raised 10
anything about liquor I have raised 10 crores from a venture capital fund I
crores from a venture capital fund I have a broad plan in mind I go to a
have a broad plan in mind I go to a coopaca blue ocean somebody equally
coopaca blue ocean somebody equally relevant we'll put out names at the end
relevant we'll put out names at the end of this podcast with some research we'll
of this podcast with some research we'll take it from you yeah who are good co
take it from you yeah who are good co backers Second Step recipe how do I find
backers Second Step recipe how do I find a recipe you will get a consultant most
a recipe you will get a consultant most people get a consultant on board you
people get a consultant on board you either get a distiller for example I I
either get a distiller for example I I mean just giving you an example again
mean just giving you an example again because we know these guys greater than
because we know these guys greater than an husha was made by by somebody who was
an husha was made by by somebody who was making Jin in in uh they came back from
making Jin in in uh they came back from bomb safire right so the legacy is Big
bomb safire right so the legacy is Big what's their name I don't I wouldn't
what's their name I don't I wouldn't know their name but I I know the lady I
know their name but I I know the lady I met her so we'll put we'll put the stuff
met her so we'll put we'll put the stuff you go two ways either you get a
you go two ways either you get a consultant on board who will take you
consultant on board who will take you through this entire process or you get a
through this entire process or you get a master how do you find a consultant who
master how do you find a consultant who will take you through the process
will take you through the process difficult to find in India no it's not
difficult to find in India no it's not difficult to find a consultant
difficult to find a consultant Consultants you'll get but the
Consultants you'll get but the consultant will also help you get a
consultant will also help you get a master distill from another example they
master distill from another example they went to proof and go proof and Co is a
went to proof and go proof and Co is a globally International well-known
globally International well-known company that consults Brands to create
company that consults Brands to create brands also uses proof and Co yeah so
brands also uses proof and Co yeah so proof and Co was had used it and when
proof and Co was had used it and when they came to India they were already
they came to India they were already existing as a as a bottling unit mostly
existing as a as a bottling unit mostly out of manisa right and then they
out of manisa right and then they actually created thein with proof and Co
actually created thein with proof and Co proper um you know guidance through like
proper um you know guidance through like the entire recipe creating the entire
the entire recipe creating the entire story everything was out there so how do
story everything was out there so how do I meet these people how do I have this
I meet these people how do I have this dialogue see we we want a particular
dialogue see we we want a particular outcome at the end of this conversation
outcome at the end of this conversation we want a road map wherein so many young
we want a road map wherein so many young people at least like a couple of them
people at least like a couple of them raise 10 crores build liquor companies
raise 10 crores build liquor companies hope hopefully one day become as
hope hopefully one day become as successful as radico and Indian alcohol
successful as radico and Indian alcohol Finds Its place in the global ecosystem
Finds Its place in the global ecosystem because young people coming in will
because young people coming in will experiment do different things it will
experiment do different things it will improve the alcohol of the the quality
improve the alcohol of the the quality of alcohol best way like even when I was
of alcohol best way like even when I was building my non-alcoholic beverage band
building my non-alcoholic beverage band you have to pick up the phone call up
you have to pick up the phone call up people from the industry show there are
people from the industry show there are many trade shows I would say like
many trade shows I would say like there's Berlin bar convention in India
there's Berlin bar convention in India there's bruis and spirits that happens
there's bruis and spirits that happens in uh in Bangalore multiple places have
in uh in Bangalore multiple places have now this is this is the thing right
now this is this is the thing right India has very few trade only
India has very few trade only conventions when it comes to liquor like
conventions when it comes to liquor like AAR is a huge thing but mostly focused
AAR is a huge thing but mostly focused on food and fmcg food right but alcohol
on food and fmcg food right but alcohol has very few of these um where you
has very few of these um where you actually meet people who are creating
actually meet people who are creating stuff like the the bottler is standing
stuff like the the bottler is standing there trying to sell and say that come
there trying to sell and say that come to me and make the brand with me I will
to me and make the brand with me I will give you the best price so you have to
give you the best price so you have to put yourself out there definitely travel
put yourself out there definitely travel there are many many trade shows that
there are many many trade shows that happen and we can give give you again
happen and we can give give you again names for that and of course the biggest
names for that and of course the biggest of the shows are the BCBS and the London
of the shows are the BCBS and the London cocktail weeks of the world which which
cocktail weeks of the world which which bring a lot of people together and you
bring a lot of people together and you will have distillers bottlers creators
will have distillers bottlers creators blenders and investors in one room but
blenders and investors in one room but that again is not India Centric I think
that again is not India Centric I think India Centric is only India is very few
India Centric is only India is very few I think I I mean I don't know how many
I think I I mean I don't know how many you I think see let's let's break it
you I think see let's let's break it into two three parts number one to
into two three parts number one to create an alcohol brand what does it
create an alcohol brand what does it take it takes a great blend which is the
take it takes a great blend which is the most important
most important it takes packaging Innovation and
it takes packaging Innovation and thirdly the space you want to be so any
thirdly the space you want to be so any guy who's starting has to be passionate
guy who's starting has to be passionate like her thing if she started sidecar
like her thing if she started sidecar she was passionate else to win the top
she was passionate else to win the top Asia bar and World bar is not a joke and
Asia bar and World bar is not a joke and make assumption they are passionate
make assumption they are passionate people so then they should know which
people so then they should know which segment where is the global industry
segment where is the global industry does it work for the Indian pet or not
does it work for the Indian pet or not so even if these shows are happening
so even if these shows are happening abroad somebody from here can go there
abroad somebody from here can go there attend buy
attend buy tickets
tickets they with HR you can get lot of blenders
they with HR you can get lot of blenders who have worked for blenders with HR
who have worked for blenders with HR like HR firms who have passed Dio P
like HR firms who have passed Dio P porno P XYZ there lot of consultant
porno P XYZ there lot of consultant consultant retired people have created
consultant retired people have created successful PL so you can get people
successful PL so you can get people there second is to identify the right
there second is to identify the right product I think that is where the where
product I think that is where the where the art of the youngsters will come in
the art of the youngsters will come in like sers has been started by younger
like sers has been started by younger generation this is my next question so
generation this is my next question so now that you figure out a bottler who is
now that you figure out a bottler who is also a co-packer you figure out the
also a co-packer you figure out the formula I I'll leave yeah the recipe
formula I I'll leave yeah the recipe yeah recipe the re call formula so I
yeah recipe the re call formula so I think you
think you simply if you want to start for the for
simply if you want to start for the for somebody who's just starting now I think
somebody who's just starting now I think one of the simplest things one should do
one of the simplest things one should do is first go to the Super spend a lot of
is first go to the Super spend a lot of time in Supermarket just keep observing
time in Supermarket just keep observing the Shelf do nothing the trend just let
the Shelf do nothing the trend just let people come shop at the supermarket see
people come shop at the supermarket see what's moving on the counter observe
what's moving on the counter observe talk to Consumers just be in that zone
talk to Consumers just be in that zone old school go to go to the bar sit at
old school go to go to the bar sit at the bar keep seeing what's happening
the bar keep seeing what's happening give it time then you will come with the
give it time then you will come with the inspiration which is you know that it is
inspiration which is you know that it is differentiated it's not coming from some
differentiated it's not coming from some knowledge of somebody else Western
knowledge of somebody else Western knowledge never works in India we like
knowledge never works in India we like every pin code in India I say we have a
every pin code in India I say we have a culture code it changes it's it's
culture code it changes it's it's phenomenally bizarre so you have to be
phenomenally bizarre so you have to be very sure about what you are inspired by
very sure about what you are inspired by and you have understood a sense of the
and you have understood a sense of the market by being there looking and
market by being there looking and feeling it yourself that's the first
feeling it yourself that's the first step then you are inspired than all the
step then you are inspired than all the other things so if you are a brewer it's
other things so if you are a brewer it's you know you simply it's the most
you know you simply it's the most collaborative open we have so many home
collaborative open we have so many home Brewers who come to us conventions that
Brewers who come to us conventions that happen anyone who wants to make can join
happen anyone who wants to make can join these conven we have an East Library we
these conven we have an East Library we always offer East trains to people we
always offer East trains to people we give small mold batches to people who
give small mold batches to people who want to go and try you don't need more
want to go and try you don't need more than 5,000 Rupees to create a small home
than 5,000 Rupees to create a small home brewing kit at home experiment be on the
brewing kit at home experiment be on the kitchen s give it that time once you
kitchen s give it that time once you know the product whatever you're trying
know the product whatever you're trying to make there's so much learning
to make there's so much learning available online also then you know
available online also then you know which one which consultant to go to or
which one which consultant to go to or then when you go to these fairs you are
then when you go to these fairs you are a lot more better prepared so I think do
a lot more better prepared so I think do that homework this industry requires you
that homework this industry requires you to put your head down and work hard it's
to put your head down and work hard it's a slow moving industry it's the nature
a slow moving industry it's the nature of the business where you have to put
of the business where you have to put that time to figure out the product
that time to figure out the product first don't keep it for later because
first don't keep it for later because that's something that you will have to
that's something that you will have to you will put all your energy behind so
you will put all your energy behind so because you guys are experts in this
because you guys are experts in this where do you think I'll come to each one
where do you think I'll come to each one of you individually where is the
of you individually where is the opportunity today I'll ask you in terms
opportunity today I'll ask you in terms of surj can tell me this kind of beer
of surj can tell me this kind of beer made with this kind of ingredient at X
made with this kind of ingredient at X price point with maybe why story maybe
price point with maybe why story maybe you can tell me
you can tell me tequila made from whatever Agave extrao
tequila made from whatever Agave extrao being sold at 5,000 rupees how to make
being sold at 5,000 rupees how to make that happen you can tell me based on
that happen you can tell me based on what you're seeing in your bar as
what you're seeing in your bar as something where the demand is growing
something where the demand is growing exponentially and abish can tell me who
exponentially and abish can tell me who can build a competitive product to what
can build a competitive product to what is selling best at radico in the least
is selling best at radico in the least tumultuous way as possible but is the
tumultuous way as possible but is the goal of this question to become a
goal of this question to become a billion doll business or is it to build
billion doll business or is it to build something that you're passionate about
something that you're passionate about something that it's profitable in nature
something that it's profitable in nature yeah okay it doesn't have to have the
yeah okay it doesn't have to have the scale of a billion
scale of a billion dollars uh anyways okay got it so we
dollars uh anyways okay got it so we start with take a second to think about
start with take a second to think about it who would like to go first
it who would like to go first idea price point product category so I
idea price point product category so I think one of the best opportunities
think one of the best opportunities right now is if you think about large
right now is if you think about large multinationals the value which is
multinationals the value which is available in the Indian Beer Market I'll
available in the Indian Beer Market I'll only speak about beer right now lies in
only speak about beer right now lies in the category where the Indian consumer
the category where the Indian consumer slowly upgraded from the King Fishers of
slowly upgraded from the King Fishers of the world now to a Budweiser or Hut
the world now to a Budweiser or Hut they've already come to a 20 25% this is
they've already come to a 20 25% this is currently roughly around a 55 to 60
currently roughly around a 55 to 60 million Cas industry that's the price
million Cas industry that's the price point where you actually make money
point where you actually make money proportionate to the investment and
proportionate to the investment and everything so it's it's it delivers
everything so it's it's it delivers better margin if you now can take this
better margin if you now can take this consumers who already here so the
consumers who already here so the consumer iology is that that that
consumer iology is that that that consumer wants something better take it
consumer wants something better take it to a destination product there may be
to a destination product there may be multiple destinations so you can upgrade
multiple destinations so you can upgrade a consumer who's seeking quality is
a consumer who's seeking quality is always a great starting point I think
always a great starting point I think look at price elasticity don't go to
look at price elasticity don't go to 100% markup on a existing large category
100% markup on a existing large category category building is absolutely not
category building is absolutely not possible in so what you're saying is
possible in so what you're saying is take the premiumize consumer who has
take the premiumize consumer who has moved from KF to hinin who is willing to
moved from KF to hinin who is willing to pay couple of hundred bucks for and that
pay couple of hundred bucks for and that consumer is going to be far more willing
consumer is going to be far more willing because he's seeking or she's seeking
because he's seeking or she's seeking this product quality as a driver and and
this product quality as a driver and and they will be more than willing to come
they will be more than willing to come and upgrade so there is a constant uh
and upgrade so there is a constant uh Journey that's that's accumulated to a
Journey that's that's accumulated to a large enough pool now
large enough pool now minaki I know what I'm going to say it's
minaki I know what I'm going to say it's has to be bourbon whiskey uh coming from
has to be bourbon whiskey uh coming from two three things um that I really
two three things um that I really believe in uh India I mean and again
believe in uh India I mean and again coming from the fact that we are talking
coming from the fact that we are talking cocktail consuming cocktail the way
cocktail consuming cocktail the way consumption is growing it is one of the
consumption is growing it is one of the biggest drivers of the way consumption
biggest drivers of the way consumption is happening in India uh
is happening in India uh again Urban centers more so than rural
again Urban centers more so than rural but then again tier 2 as well there are
but then again tier 2 as well there are many many cases and great restaurants
many many cases and great restaurants and bars opening in tier 2 as well and
and bars opening in tier 2 as well and you can see that the major driver of
you can see that the major driver of consumption is through cocktails um why
consumption is through cocktails um why bourbon whiskey specifically for
bourbon whiskey specifically for cocktails I'm coming to that is because
cocktails I'm coming to that is because cocktails were actually created in
cocktails were actually created in America they were their American
America they were their American invention and then and hence because
invention and then and hence because bourbon whiskey is a whiskey that was
bourbon whiskey is a whiskey that was created in America um has not been
created in America um has not been tapped into to as such as a base spirit
tapped into to as such as a base spirit in India as much as it can we have Jim
in India as much as it can we have Jim Beam which is now being made in India
Beam which is now being made in India which is completely sweeping through the
which is completely sweeping through the cocktail Market every bar that you go to
cocktail Market every bar that you go to right now is actually pouring Jim Beam
right now is actually pouring Jim Beam in their old fashioned whiskey stars all
in their old fashioned whiskey stars all of the M Min julips of the world right
of the M Min julips of the world right and what it's doing is that it doesn't
and what it's doing is that it doesn't have an Indian alternative so even if I
have an Indian alternative so even if I want to use the best of Indian whiskies
want to use the best of Indian whiskies most of them actually emulate Scotch
most of them actually emulate Scotch because that is our way of kind of
because that is our way of kind of taking the Scotch whiskey product ction
taking the Scotch whiskey product ction process forward right what the
process forward right what the difference between bourbon and Scotch so
difference between bourbon and Scotch so Scotch biggest is the difference is of
Scotch biggest is the difference is of course Scottish and American but other
course Scottish and American but other than that there's a big production
than that there's a big production difference in fact taste wise also
difference in fact taste wise also there's difference so there it's sweeter
there's difference so there it's sweeter so bourbon whiskey is much sweeter than
so bourbon whiskey is much sweeter than Scotch whiskey primarily because 51% of
Scotch whiskey primarily because 51% of corn is used to make a bourbon whiskey
corn is used to make a bourbon whiskey so hence it's sweeter in taste when you
so hence it's sweeter in taste when you actually do a comparative also the way
actually do a comparative also the way it's finished it's actually finished and
it's finished it's actually finished and there is a little bit of a Char of the
there is a little bit of a Char of the bourbon the CK in which it's made it's
bourbon the CK in which it's made it's actually made in New s so the CK itself
actually made in New s so the CK itself has a little bit of that Woody churny
has a little bit of that Woody churny Burnie flavor which works really well
Burnie flavor which works really well for Indian palette and we feel very very
for Indian palette and we feel very very strongly that so far many have tried
strongly that so far many have tried actually beam Global has launched a
actually beam Global has launched a whiskey which they're seeing is very
whiskey which they're seeing is very much like a bban whiskey it's not to say
much like a bban whiskey it's not to say that the big guys are already not in it
that the big guys are already not in it but I feel an Indian true Indian person
but I feel an Indian true Indian person like Indian brand has not really
like Indian brand has not really ventured there because a whiskey is
ventured there because a whiskey is intimidating a that you don't money
intimidating a that you don't money issues like we if we say that we don't
issues like we if we say that we don't have a capex issue and we don't have an
have a capex issue and we don't have an aging issue I mean I'm I'm assuming all
aging issue I mean I'm I'm assuming all of these things are in place the
of these things are in place the investment is in place does it have to
investment is in place does it have to be aged is Jim Beam aged yes minimum two
be aged is Jim Beam aged yes minimum two years that's what bourbon's claim is you
years that's what bourbon's claim is you in India given that you minimum three
in India given that you minimum three years but but also being a hotter
years but but also being a hotter climate it's as hot as as as the bourbon
climate it's as hot as as as the bourbon but bourbon does it have the GI tag like
but bourbon does it have the GI tag like scotch has a GI te we don't have to call
scotch has a GI te we don't have to call it bourbon whiskey we have to call it an
it bourbon whiskey we have to call it an Indian it's we don't want to call an
Indian it's we don't want to call an Indian whiskey bourbon whiskey that
Indian whiskey bourbon whiskey that defeats the purpose of it you're talking
defeats the purpose of it you're talking that it will be a change in the blend
that it will be a change in the blend it's a flavor like a bourbon rampur we
it's a flavor like a bourbon rampur we are using bourbon CK we using three so
are using bourbon CK we using three so if you do yeah so X bourbon GK will be
if you do yeah so X bourbon GK will be much more refined version of making the
much more refined version of making the same thing we talking about sweeter corn
same thing we talking about sweeter corn we talking about getting into we're
we talking about getting into we're getting into the entire production of it
getting into the entire production of it we're not just finishing the whiskey
we're not just finishing the whiskey with it so and I feel of course pricing
with it so and I feel of course pricing has to be pouring which basically means
has to be pouring which basically means it has to be valuable to me as a bar
it has to be valuable to me as a bar owner what is the number so anything
owner what is the number so anything between 1200 to, 1400 not above that and
between 1200 to, 1400 not above that and approachable to Young interesting people
approachable to Young interesting people are getting into the category you know
are getting into the category you know Fresh So what is happening to the
Fresh So what is happening to the younger ones are that back in the day I
younger ones are that back in the day I think we all got into alcohol with old
think we all got into alcohol with old monk I hate saying the back in the day
monk I hate saying the back in the day world actually but most of us have
world actually but most of us have actually started 40 so but what happens
actually started 40 so but what happens you look it thank you my skin Delhi skin
you look it thank you my skin Delhi skin Delhi skin I bang both are glowing as
Delhi skin I bang both are glowing as well what's going on we will tell you
well what's going on we will tell you later coming back to the price point
later coming back to the price point yeah so anything between 12 and 1400 an
yeah so anything between 12 and 1400 an entry level yeah so I would fully say
entry level yeah so I would fully say there there has to be entry level um a
there there has to be entry level um a lot of the younger immediate after LDA
lot of the younger immediate after LDA legal drinking age actually gets into
legal drinking age actually gets into this category so they either drinking
this category so they either drinking Jin which is at a greater than price
Jin which is at a greater than price slash badi price I mean in that I'm
slash badi price I mean in that I'm trying to think about a rum which is in
trying to think about a rum which is in that that category so you know Makai I
that that category so you know Makai I mean the the coring category that we
mean the the coring category that we talking about so whiskey in that
talking about so whiskey in that category still is owned and run by the
category still is owned and run by the the mnc's that space is because also
the mnc's that space is because also it's very intimidating it's hugely
it's very intimidating it's hugely expensive you know the whole deal it's D
expensive you know the whole deal it's D we just launched our kohu Reserve Ram at
we just launched our kohu Reserve Ram at that price point you know what in
that price point you know what in same so we need to use the whiskey to
same so we need to use the whiskey to make cocktails to get we not talking
make cocktails to get we not talking whiskey consumer I'm not going to it to
whiskey consumer I'm not going to it to Consumer brand called bangalow bangaluru
Consumer brand called bangalow bangaluru and I make a bourbon tasting whiskey at
and I make a bourbon tasting whiskey at 13400 bucks and come to minakshi and say
13400 bucks and come to minakshi and say try this try beam yeah if mine tastes
try this try beam yeah if mine tastes okay or better you'll take it of course
okay or better you'll take it of course I will it will be there's if you get the
I will it will be there's if you get the packaging see it's a great you have to
packaging see it's a great you have to find The Sweet Spot in that mix so it's
find The Sweet Spot in that mix so it's good story good blend you cannot
good story good blend you cannot absolutely not um you know just discount
absolutely not um you know just discount the recipe the process the whole art of
the recipe the process the whole art of it as well because you cannot say I just
it as well because you cannot say I just packaging is such a big part today it it
packaging is such a big part today it it is huge it's huge like how you sell it
is huge it's huge like how you sell it like what are you going to say about it
like what are you going to say about it if you say it's a bourbon like whiskey I
if you say it's a bourbon like whiskey I I'll be like okay like so basically you
I'll be like okay like so basically you emulated a whiskey which is made in us
emulated a whiskey which is made in us but you have to have your own original
but you have to have your own original story somewhere bangaluru sounds like a
story somewhere bangaluru sounds like a nice bring it out of the
nice bring it out of the Hat you get a good because because Mai
Hat you get a good because because Mai from that space right for a product like
from that space right for a product like this you'll need the advocacy coming
this you'll need the advocacy coming from the bartender to replace it in an
from the bartender to replace it in an old fashion right I need to be like
old fashion right I need to be like fully it has to be very and also usually
fully it has to be very and also usually a lot of us which is a lot of us fully
a lot of us which is a lot of us fully back Indian good Indian Brands right so
back Indian good Indian Brands right so if you are making a good Indian brand
if you are making a good Indian brand which is maybe selling or not selling I
which is maybe selling or not selling I will fully list it give it that chance
will fully list it give it that chance after that it sells or does not sell or
after that it sells or does not sell or people that is like the secondary
people that is like the secondary tertiary sale conversation which can
tertiary sale conversation which can happen later but at least the entry
happen later but at least the entry point you will you will have it better
point you will you will have it better if you are an entry also again as a
if you are an entry also again as a Founder right as a co-founder founder
Founder right as a co-founder founder you if you're going out to them and
you if you're going out to them and talking to people you have to sound like
talking to people you have to sound like 100% convinced and behind the brand like
100% convinced and behind the brand like that's important right that's the that's
that's important right that's the that's the meat of it so if you are not like
the meat of it so if you are not like you're like oh I just need to make money
you're like oh I just need to make money I'll be like okay like no no I I will
I'll be like okay like no no I I will feend passion very quickly when my
feend passion very quickly when my bangaluru wh keys out okay if you call
bangaluru wh keys out okay if you call it bangaluru I don't know
how hyper local is essentially what you can say that you we we so or how about
can say that you we we so or how about we call it like a area instead of even
we call it like a area instead of even not I mean I'll tell you what we call it
not I mean I'll tell you what we call it J like we' done it you see if you see
J like we' done it you see if you see rampur we've taken all the Indian names
rampur we've taken all the Indian names to the world and India like rur
to the world and India like rur fantastic your Jessel may now we
fantastic your Jessel may now we launched the first time any Indian
launched the first time any Indian company at a Scotch price Royal Ram B
company at a Scotch price Royal Ram B the brand has really taken off it's one
the brand has really taken off it's one of the largest going to be one of the
of the largest going to be one of the largest it's all IND names I I mean we
largest it's all IND names I I mean we have a menu called dear Deli which was
have a menu called dear Deli which was actually made and which actually got us
actually made and which actually got us to this massive I think Global
to this massive I think Global recognition is because of that menu
recognition is because of that menu because the menu was made out of all the
because the menu was made out of all the places and local spots that us as Delhi
places and local spots that us as Delhi people know and it's not to say
people know and it's not to say everything was named after the tombs and
everything was named after the tombs and the historical places there was a drink
the historical places there was a drink called du special so people who actually
called du special so people who actually know du special are the only people who
know du special are the only people who know like who know du right because
know like who know du right because that's the bus that actually goes around
that's the bus that actually goes around and it's called special and what's a
and it's called special and what's a good way to get Word of Mouth out I
good way to get Word of Mouth out I start a whiskey called bangaluru 14 Buck
start a whiskey called bangaluru 14 Buck meet BB yeah meet your stakeholders so
meet BB yeah meet your stakeholders so retailers your bar owners your partners
retailers your bar owners your partners you have to get your partners the the
you have to get your partners the the the bar Community for this product is a
the bar Community for this product is a very big push so there's a very
very big push so there's a very interesting story the founder of perno R
interesting story the founder of perno R his name was Paul Raa and he used to say
his name was Paul Raa and he used to say he started in the southern town of Mars
he started in the southern town of Mars where he made a product which was called
where he made a product which was called rard in his name so he had a philosophy
rard in his name so he had a philosophy it said make a friend a day so he would
it said make a friend a day so he would take his case of RA go to one bar in Mas
take his case of RA go to one bar in Mas every day and offer a little sampler to
every day and offer a little sampler to every person who was sitting there and
every person who was sitting there and they would sip by the end of the year he
they would sip by the end of the year he was in 360 bars and every person was
was in 360 bars and every person was drinking pastis or the was saying Paul
drinking pastis or the was saying Paul is my friend he makes this product I'm
is my friend he makes this product I'm drinking it and he took over that
drinking it and he took over that business started as simply as that this
business started as simply as that this is possible Indian equivalent Indian
is possible Indian equivalent Indian equivalent to something similar indan
equivalent to something similar indan equivalent to that sort of indian spirit
equivalent to that sort of indian spirit made by an Indian founder and
made by an Indian founder and to Bar definitely is greater than you
to Bar definitely is greater than you guys like you have done the see you
guys like you have done the see you cannot
cannot discount put into Reta and expect it to
discount put into Reta and expect it to fly right
fly right interesting shuch would you like to go
next PR us usually usually what ends up happening is that a Brands come to me
happening is that a Brands come to me and they like okay we have this product
and they like okay we have this product we don't know what to do with it please
we don't know what to do with it please help us out is what I end up usually
help us out is what I end up usually writing strategies for a lot of brands
writing strategies for a lot of brands uh but personally um I think
uh but personally um I think two one is rum I I believe strongly Ram
two one is rum I I believe strongly Ram is a category I think India has has
is a category I think India has has grown up on old Monk and post old monk
grown up on old Monk and post old monk there's not been too much disruption uh
there's not been too much disruption uh in the rum Market globally uh you have
in the rum Market globally uh you have zakapa and such Brands which are doing
zakapa and such Brands which are doing extremely well and all bartenders
extremely well and all bartenders globally are working with rum what was
globally are working with rum what was Jin a few years back is now RAM and
Jin a few years back is now RAM and Tequila so I believe um a great flavored
Tequila so I believe um a great flavored rum at a premium price at a semi premium
rum at a premium price at a semi premium price point will what is semi- premium
price point will what is semi- premium 1,200 same pricing onwards not an old
1,200 same pricing onwards not an old mon agree with you 12200 onwards uh I
mon agree with you 12200 onwards uh I believe in that as a flavored drum
believe in that as a flavored drum flavored as in you can have different
flavored as in you can have different expressions of it you can have a spice
expressions of it you can have a spice rum I'm actually I love I love
rum I'm actually I love I love Captain so good zakapa is one of my
Captain so good zakapa is one of my favorite uh rums but there not too many
favorite uh rums but there not too many options here recently there have been
options here recently there have been some Brands coming out of maai is there
some Brands coming out of maai is there satara is there and now you're launching
satara is there and now you're launching Kami kamikara I not tried kamikara but
Kami kamikara I not tried kamikara but I'm saying Ram as a so there's
I'm saying Ram as a so there's interesting thing on you know rum as a
interesting thing on you know rum as a category the consumer so there is two
category the consumer so there is two things whiskey has laddering in terms of
things whiskey has laddering in terms of price so whiskey consumer starts at say
price so whiskey consumer starts at say the Imperial blue level and then goes to
the Imperial blue level and then goes to Royal stack blender sprad 100 Pipers
Royal stack blender sprad 100 Pipers Shivers as the person grows in life so
Shivers as the person grows in life so whole storytelling is about like you see
whole storytelling is about like you see all the campaigns are all it's your life
all the campaigns are all it's your life make it large
make it large OB I don't know what but
OB I don't know what but it's it's all about God you didn't
it's it's all about God you didn't take I of course so but in rum rum sells
take I of course so but in rum rum sells a lot in the East West Bengal um you
a lot in the East West Bengal um you know orisas the so rum has a is is is a
know orisas the so rum has a is is is a product where the consumer doesn't even
product where the consumer doesn't even relate to this image so that it's not
relate to this image so that it's not for status Seekers so it's a very
for status Seekers so it's a very different psychological product categ
different psychological product categ you know you would find a great musician
you know you would find a great musician drink Ram in Goa in India it's almost
drink Ram in Goa in India it's almost equivalent to how Jack Daniels has a
equivalent to how Jack Daniels has a subcultural kind of a Vibe throughout
subcultural kind of a Vibe throughout America does that commun it's very
America does that commun it's very Community strong strong personality not
Community strong strong personality not too social but believes so you can
too social but believes so you can upgrade rum but you need to do it with a
upgrade rum but you need to do it with a great product story I think you need to
great product story I think you need to upgrade the consumer who's very
upgrade the consumer who's very different from a whiskey consumer the
different from a whiskey consumer the whiskey guys what is old Monk Is it's
whiskey guys what is old Monk Is it's rum it's R yeah I read some research
rum it's R yeah I read some research around whoever attempted rum in India
around whoever attempted rum in India could not beat old monk is that true I
could not beat old monk is that true I think celebration rum which is of di Jo
think celebration rum which is of di Jo now out sells old monong quite a bit
now out sells old monong quite a bit bakadi dropped their price so much to
bakadi dropped their price so much to compete with old no but bakadi B is gold
compete with old no but bakadi B is gold and
and white is like you have to get up the
white is like you have to get up the price ladder like say we had launched a
price ladder like say we had launched a 1965 rum so like Army defense is one of
1965 rum so like Army defense is one of the largest market we are the highest
the largest market we are the highest pric rum we're selling higher than old
pric rum we're selling higher than old Mo the numbers we the largest selling
Mo the numbers we the largest selling rum so it depends on the pricing and
rum so it depends on the pricing and product and premiumization because there
product and premiumization because there most important a huge population of in
most important a huge population of in the country that drinks rum whose
the country that drinks rum whose disposable income is going to keep
disposable income is going to keep increasing I also feel that that's not a
increasing I also feel that that's not a category play like rum I don't think
category play like rum I don't think anybody's drinking rum for it being rum
anybody's drinking rum for it being rum yeah I just think they're just drinking
yeah I just think they're just drinking it because it's a spirit which is super
it because it's a spirit which is super easily available and it's it's like
easily available and it's it's like there is no it's never had it's never
there is no it's never had it's never had like a Jin has had a moment like
had like a Jin has had a moment like like I'll tell you I believe you know
like I'll tell you I believe you know Brandy is 18 to 19% of the market it's
Brandy is 18 to 19% of the market it's is only 11% Brandy is 19% yeah why is
is only 11% Brandy is 19% yeah why is that see I think Brandy
that see I think Brandy 98% of the Brandy sells in South so IED
98% of the Brandy sells in South so IED you have to give us one yeah you know I
you have to give us one yeah you know I researched it because we have a morphus
researched it because we have a morphus so that is the super premium Brandy and
so that is the super premium Brandy and we have 58% market share there is uh
we have 58% market share there is uh Brandy what I realized is South in South
Brandy what I realized is South in South people are very
people are very religious so if you see pondi and Kerala
religious so if you see pondi and Kerala are two states plus Tamil Nadu so one is
are two states plus Tamil Nadu so one is pondy at the
pondy at the French uh connection and French are into
French uh connection and French are into Brandy second if you uh see all the
Brandy second if you uh see all the shops liquor shops in the South earlier
shops liquor shops in the South earlier like Kerala was called doctors uh this
like Kerala was called doctors uh this um each shop like the Brandy was called
um each shop like the Brandy was called doctor's Brandy right so people used to
doctor's Brandy right so people used to think think that they'll drink because
think think that they'll drink because of Health purpose religious purpose
of Health purpose religious purpose doctor K like in North India if you see
doctor K like in North India if you see when when we were kids when it was very
when when we were kids when it was very cold our mothers used to like you know
cold our mothers used to like you know rub Brandy on our hand so I think it's
rub Brandy on our hand so I think it's just some kind of that else South India
just some kind of that else South India it's like hot Etc but the Brandy Market
it's like hot Etc but the Brandy Market there is huge
there is huge okay Tamil Nadu 85% of the market is
okay Tamil Nadu 85% of the market is Brandy yeah so the numbers Tamil Nadu
Brandy yeah so the numbers Tamil Nadu you have to you have to distill in the
you have to you have to distill in the state in order to sell that's that's and
state in order to sell that's that's and you can't have you imported Stu or you
you can't have you imported Stu or you have to you have to distill in the state
have to you have to distill in the state sell over there hard Market the numbers
sell over there hard Market the numbers we had was the market is 63% whiskey 22%
we had was the market is 63% whiskey 22% Brandy 12% drum
Brandy 12% drum 8% vka no four 4% is 4 4% vodka Jin
8% vka no four 4% is 4 4% vodka Jin it'll be all of all of together 96%
it'll be all of all of together 96% Brown yeah oh my God is there a switch
Brown yeah oh my God is there a switch happening between brown Spirit to White
happening between brown Spirit to White in India yes vka has been the largest
in India yes vka has been the largest growing category in The Last 5 Years
growing category in The Last 5 Years about 2% or whatever vka vka and Jin
about 2% or whatever vka vka and Jin would be about 4% so vodka now would be
would be about 4% so vodka now would be about three three and a half still it's
about three three and a half still it's a it's smaller compar from but imagine
a it's smaller compar from but imagine globally 25% is vodka yeah but vodka and
globally 25% is vodka yeah but vodka and the white are getting it's coming I I
the white are getting it's coming I I feel it's a matter of it it it'll grow
feel it's a matter of it it it'll grow it'll eat it'll eat into the whiskey
it'll eat it'll eat into the whiskey market like I'm I'm banking on that smof
market like I'm I'm banking on that smof 100 years ago was marketed as white
100 years ago was marketed as white whiskey and that's how they the campaign
whiskey and that's how they the campaign was that lead you
was that lead you be drink and drive with because
be drink and drive with because it in vka 80% of the market now has
it in vka 80% of the market now has become flavored watka yeah and that's I
become flavored watka yeah and that's I think so where we've got like launched
think so where we've got like launched about Apple vka is very tasty no body is
about Apple vka is very tasty no body is taken off like crazy when we did
taken off like crazy when we did research everybody kept reiterating
research everybody kept reiterating Flavor Flavor Flavor in beer in vodka in
Flavor Flavor Flavor in beer in vodka in Jin in rum and brand everything why is
Jin in rum and brand everything why is that switch to flavor happening would
that switch to flavor happening would you want to have like a flavored whiskey
you want to have like a flavored whiskey Tom I'll tell you say let's take the
Tom I'll tell you say let's take the white Spirits mostly it's prevalent in
white Spirits mostly it's prevalent in white Spirits not in the whiskey whiskey
white Spirits not in the whiskey whiskey you only have fire and honey and all
you only have fire and honey and all those but that is too small in vodka if
those but that is too small in vodka if you see who are your consumers is the
you see who are your consumers is the younger generation and women now when
younger generation and women now when you see when a youngster is getting into
you see when a youngster is getting into the drinking age
the drinking age bracket alcohol by choice is bitter a
bracket alcohol by choice is bitter a Pepsi or a Coke would taste much uh
Pepsi or a Coke would taste much uh better so they need a sweetish
better so they need a sweetish flavor so they they tend to get for the
flavor so they they tend to get for the flavored uh this thing and then it's
flavored uh this thing and then it's easier to drink like the flavor Just Add
easier to drink like the flavor Just Add Water yeah I think there's there's also
Water yeah I think there's there's also another it does not smell it does not
another it does not smell it does not smell which is yeah so what happen it's
smell which is yeah so what happen it's like day drinking the exactly the Indian
like day drinking the exactly the Indian consumer one of the craziest you would
consumer one of the craziest you would assume that smof when they came to India
assume that smof when they came to India in 2007 and they were just doing parties
in 2007 and they were just doing parties and they realized it's not taking off
and they realized it's not taking off but vodka in in terms of percentage of
but vodka in in terms of percentage of you know market share to other Spirits
you know market share to other Spirits probably highest in the most
probably highest in the most conservative State like Kashmir rajastan
conservative State like Kashmir rajastan and then you look at it you realize the
and then you look at it you realize the Nuance where it's being drunk a lot by
Nuance where it's being drunk a lot by shopkeepers people who are working
shopkeepers people who are working during the day who have a Tabo to mask
during the day who have a Tabo to mask their smell so you know you would find
their smell so you know you would find that uh it's it's like some Fanta bottle
that uh it's it's like some Fanta bottle dying in that SAR shop and somebody's
dying in that SAR shop and somebody's sipping on it through the day he
sipping on it through the day he probably drinking
probably drinking some flavored flavored product so the
some flavored flavored product so the cool kids moved to Jin because there was
cool kids moved to Jin because there was a
a Botanical and the mes movical play what
Botanical and the mes movical play what does that mean see that is the herbs
does that mean see that is the herbs like you the infusions like how like I
like you the infusions like how like I said Jin is nothing but a vodka with
said Jin is nothing but a vodka with flavor but the flavors were stuff like
flavor but the flavors were stuff like you have to have Juniper then you would
you have to have Juniper then you would have cinnamon J is the prime herb for
have cinnamon J is the prime herb for any gin call it but then you have addons
any gin call it but then you have addons like you can have a gin of 11 Botanicals
like you can have a gin of 11 Botanicals 18
18 Botanical have green apple gin right you
Botanical have green apple gin right you won't have a green apple gin but you
won't have a green apple gin but you have a green apple vodka which has a
have a green apple vodka which has a bigger Market size why fruit vodka
bigger Market size why fruit vodka flower
flower Jin why why why is the flavor that you
Jin why why why is the flavor that you choose to add to vodka a fruit whereas
choose to add to vodka a fruit whereas it can be anything cinnamon it can be
it can be anything cinnamon it can be coffee also but the most popular like we
coffee also but the most popular like we started the flavor uh uh Trend in India
started the flavor uh uh Trend in India so green apple is the most famous then
so green apple is the most famous then is orange and then is cranber but it has
is orange and then is cranber but it has to be a Masia flavor yeah green apple is
to be a Masia flavor yeah green apple is the you can't you can't have a
the you can't you can't have a nutmeg uh you can't have a nutmeg vodka
nutmeg uh you can't have a nutmeg vodka but you'll have a nutmeg infused gin
but you'll have a nutmeg infused gin like he's talking about matcha beer yeah
like he's talking about matcha beer yeah that's as nuanced as nuanced gets right
that's as nuanced as nuanced gets right but but that'll be part of his 25% share
but but that'll be part of his 25% share it's a so it's it's it's a part of like
it's a so it's it's it's a part of like a portfolio where you also have a small
a portfolio where you also have a small consumer so there's this whole consumer
consumer so there's this whole consumer who also relates to almost like
who also relates to almost like everything that's very high quality and
everything that's very high quality and that consumer is see is on a completely
that consumer is see is on a completely different Journey you can have a cafe R
different Journey you can have a cafe R yeah which will be very this thing but
yeah which will be very this thing but for me for his brand these drops build
for me for his brand these drops build loyalty to the brand to the core
loyalty to the brand to the core consumer now I like oh this guy's
consumer now I like oh this guy's actually played around with matcha I
actually played around with matcha I must drink his other products I might
must drink his other products I might not be a regular consumer of the matcha
not be a regular consumer of the matcha product but now in my head his
product but now in my head his positioning my positioning has become so
positioning my positioning has become so we have zero marketing cost because we
we have zero marketing cost because we keep doing products and every product
keep doing products and every product creates a little bit of its own buzz and
creates a little bit of its own buzz and market and then it's like your product
market and then it's like your product mix you want to have like your base
mix you want to have like your base playing you're playing at that level and
playing you're playing at that level and then you put one Coho diamond in the
then you put one Coho diamond in the middle and the COO Diamond gets you the
middle and the COO Diamond gets you the eyeballs and that and your actual base
eyeballs and that and your actual base level will actually benefit from it
level will actually benefit from it because the main brand might or might
because the main brand might or might not s might not are becoming smaller
not s might not are becoming smaller Juniper bombs Cricket they aged a gin
Juniper bombs Cricket they aged a gin with used cricket bats which they Source
with used cricket bats which they Source from all over the country yeah yeah okay
from all over the country yeah yeah okay so you said go after the premiumize
so you said go after the premiumize audience which has upgraded from KF to a
audience which has upgraded from KF to a Heineken and hit them at that price
Heineken and hit them at that price point you said build something which is
point you said build something which is India's bourbon
India's bourbon at answer to Bourbon yeah at 1200 to,
at answer to Bourbon yeah at 1200 to, 1400 rupees a bottle I said
1400 rupees a bottle I said Bangalore you said the story The Design
Bangalore you said the story The Design the packaging will have a big part to
the packaging will have a big part to play and a good go-to Market strategy is
play and a good go-to Market strategy is physically stepping out meeting bar
physically stepping out meeting bar owners consumers converting them
owners consumers converting them oneon-one and hoping for Word of Mouth
oneon-one and hoping for Word of Mouth you said Brandy I said ram ram ram and
you said Brandy I said ram ram ram and tunix and rtds radi to drink beverages
tunix and rtds radi to drink beverages at that's about five to seven years from
at that's about five to seven years from now but I I see that picking up why
now but I I see that picking up why don't I think space is going to be a
don't I think space is going to be a constraint people will not have too many
constraint people will not have too many bars they won't have space in their
bars they won't have space in their houses and they will not have space to
houses and they will not have space to build a bar they would not have the
build a bar they would not have the energy to buy a mixer have ice order
energy to buy a mixer have ice order they would want the way they have a beer
they would want the way they have a beer they'll be ready to drink beverages
they'll be ready to drink beverages which will be there in the fridge
which will be there in the fridge they'll just come back from work they'll
they'll just come back from work they'll either have an option of a great beer or
either have an option of a great beer or something which is premixed open it
something which is premixed open it drink it and go and chuch you also said
drink it and go and chuch you also said price point same as
price point same as that the premium to an old monk the
that the premium to an old monk the first Stepping Stone from an old monk at
first Stepping Stone from an old monk at that price point your
that price point your turn they all suggested what should be
turn they all suggested what should be built which category price point what
built which category price point what kind of alcohol for somebody new
kind of alcohol for somebody new starting to build so if it is a matter
starting to build so if it is a matter of selling you should create something
of selling you should create something Innovative mhm there are lot of
Innovative mhm there are lot of opportunities which I'll just I won't go
opportunities which I'll just I won't go on specific because we are going to get
on specific because we are going to get into that what are you getting into next
into that what are you getting into next answer I'll tell you but question in a
answer I'll tell you but question in a different right now A friend told about
different right now A friend told about ra what is it it is French origin yeah
ra what is it it is French origin yeah there is a lot of Heritage there is a
there is a lot of Heritage there is a lot of strength on the indianess we have
lot of strength on the indianess we have to see what India 100 years back offered
to see what India 100 years back offered we have to get into the roots of India
we have to get into the roots of India yeah we have to see you told me this
yeah we have to see you told me this already at your house we so I've been
already at your house we so I've been working for four years on that we have
working for four years on that we have to get something which no one has seen
to get something which no one has seen absolutely like if you see all my brand
absolutely like if you see all my brand history starting from a rampur royal
history starting from a rampur royal ranor Jess May everything is Indian so
ranor Jess May everything is Indian so here also the Indian ethnic things there
here also the Indian ethnic things there is so much of scope even for India and
is so much of scope even for India and that you can price it higher so the
that you can price it higher so the minute you price it higher your margins
minute you price it higher your margins are there for any
are there for any newcomer uh you have to your uh gross
newcomer uh you have to your uh gross profit has to be high it has to be 70 to
profit has to be high it has to be 70 to 80% else you'll fail if you try to
80% else you'll fail if you try to compete with the masses big boys will
compete with the masses big boys will take you over yeah so
take you over yeah so the you cannot compete with them on
the you cannot compete with them on their muscle P I've competed I competed
their muscle P I've competed I competed but that was a different story but for a
but that was a different story but for a young entrepreneur your Innovation and
young entrepreneur your Innovation and price point and the margins has to be
price point and the margins has to be attracted second would be don't don't
attracted second would be don't don't dump just look at the taries so one is I
dump just look at the taries so one is I will say ethnic flavors Ram I agree with
will say ethnic flavors Ram I agree with her which we are also venturing we are
her which we are also venturing we are venturing into a $50 Ram coinu Reserve
venturing into a $50 Ram coinu Reserve first time it is a small small batch
first time it is a small small batch distillation the it's made out of can
distillation the it's made out of can juice from North India only in the
juice from North India only in the winter season then matured in American
winter season then matured in American bourbon cast then uh kyak EXO cast then
bourbon cast then uh kyak EXO cast then vermo so it took us four years to create
vermo so it took us four years to create that so it's a different Innovation so I
that so it's a different Innovation so I think Ram there iscope plus I think uh
think Ram there iscope plus I think uh the
the ethnic the Indian story that too many Li
ethnic the Indian story that too many Li which was here which can take the right
which was here which can take the right take the world and India but the price
take the world and India but the price point should be high so the margins are
point should be high so the margins are there makes sense so the Heritage lure
there makes sense so the Heritage lure part has another Nuance to it which if
part has another Nuance to it which if you can even look at say um mahua being
you can even look at say um mahua being done by certain tribal communities you
done by certain tribal communities you travel to the Northeast you have a lot
travel to the Northeast you have a lot of wild rice ferment still being done in
of wild rice ferment still being done in Manipur with indigenous varieties very
Manipur with indigenous varieties very similar to what the Koreans do with
similar to what the Koreans do with maguli and with the some like similar to
maguli and with the some like similar to the nigori S too so there's so much to
the nigori S too so there's so much to do but you have to be little bit of like
do but you have to be little bit of like you know research and find a lot of
you know research and find a lot of there is also lot of ingredients which
there is also lot of ingredients which are very unique to India and that's your
are very unique to India and that's your very strong mode if you can find the
very strong mode if you can find the indigenous varieties and then go local
indigenous varieties and then go local local local local think Global act local
local local local think Global act local like what he earlier said like for me 28
like what he earlier said like for me 28 states are 28 different countries if you
states are 28 different countries if you go to a Kerala your marketing strategy
go to a Kerala your marketing strategy has to be different Karnataka it has to
has to be different Karnataka it has to be different Punjab it has to be
be different Punjab it has to be different
different you have to go on the regional festivals
you have to go on the regional festivals and don't make a plan for 30 countries
and don't make a plan for 30 countries conquer one at a time just one work and
conquer one at a time just one work and work with smaller like even if you're
work with smaller like even if you're working with the bar Community work with
working with the bar Community work with lesser amount of bars work with the best
lesser amount of bars work with the best bars but work with them very closely
bars but work with them very closely versus just going and distributing to
versus just going and distributing to all the bars in the country it depends
all the bars in the country it depends on point would be that the Manpower has
on point would be that the Manpower has to talk
to talk about who know
about who know lior think think we are like PS apart
lior think think we are like PS apart the way we think but I think in her
the way we think but I think in her industry bar I think is one of the most
industry bar I think is one of the most virgin opportunities in India we have
virgin opportunities in India we have not started yeah if someone can click it
not started yeah if someone can click it click it like if you see
click it like if you see namos what their revenue and Etc is it's
namos what their revenue and Etc is it's up it's unreal they would make it 250es
up it's unreal they would make it 250es 400 they sold profit only in wow namos
400 they sold profit only in wow namos the zumas I think India has just started
the zumas I think India has just started if someone can create a name where you
if someone can create a name where you can go I think there's a huge
can go I think there's a huge opportunity that people are ready to pay
opportunity that people are ready to pay money
one thing after we have decided what to
thing after we have decided what to build the next logical question is
build the next logical question is distribution uh she spoke about going to
distribution uh she spoke about going to bars and selling by giving them taste of
bars and selling by giving them taste of talking to them
talking to them individually what are the ideas for a
individually what are the ideas for a young person starting off in
young person starting off in distribution how does one get
it did I go yeah see like I'll I'll talk from the global context and then I'll
from the global context and then I'll come to the Indian context like globally
come to the Indian context like globally I wanted to make like what we have done
I wanted to make like what we have done in rampur
in rampur Jessel so we export to 100 countries now
Jessel so we export to 100 countries now it's always better to see and never
it's always better to see and never reinvent the wheel so we've been country
reinvent the wheel so we've been country partners with enj Gallow they have been
partners with enj Gallow they have been the largest uh wineries in California
the largest uh wineries in California and the world them uh and uh what I saw
and the world them uh and uh what I saw about the distribution model that they
about the distribution model that they have the best Distributors around the
have the best Distributors around the globe even if they have to pay extra but
globe even if they have to pay extra but they have the distribution guys who are
they have the distribution guys who are passionate so globally we also followed
passionate so globally we also followed the same philosophy where we had
the same philosophy where we had Distributors so we didn't have to invest
Distributors so we didn't have to invest in Manpower in a country and get to the
in Manpower in a country and get to the nuances maybe you pay extra but you have
nuances maybe you pay extra but you have the right guy who can sell for you so
the right guy who can sell for you so that was a good and an easier model but
that was a good and an easier model but can you do that only at scale or even if
can you do that only at scale or even if you're really small when small I started
you're really small when small I started with zero like in rampur but like the
with zero like in rampur but like the guy suppose my us distributor he left a
guy suppose my us distributor he left a job with one of the largest uh uh
job with one of the largest uh uh companies in America Distribution
companies in America Distribution Company and wanted to take India to the
Company and wanted to take India to the world so started with negligible volume
world so started with negligible volume now he's like minting money M and uh in
now he's like minting money M and uh in last seven years what he's done is
last seven years what he's done is fantastic same thing in Ghana same thing
fantastic same thing in Ghana same thing in Nigeria so a lot of places we have
in Nigeria so a lot of places we have done that Singapore a lot of places so
done that Singapore a lot of places so India I feel distribution is the most
India I feel distribution is the most expensive so depending on the state if
expensive so depending on the state if you get the right distribution partner
you get the right distribution partner you get the right social and you address
you get the right social and you address the in a in a state suppose if you are
the in a in a state suppose if you are there you address the 10 indest bar so
there you address the 10 indest bar so the minute you are there other bars will
the minute you are there other bars will copy you they'll say that if you give
copy you they'll say that if you give like if you have an entry to one on
like if you have an entry to one on promise like say a side car in Delhi if
promise like say a side car in Delhi if anyone knows that okay if in site car
anyone knows that okay if in site car your brand is there it is accepted
your brand is there it is accepted automatically so I think you have to
automatically so I think you have to catch the overall there do liquor Brands
catch the overall there do liquor Brands give you free bees to display the
give you free bees to display the alcohol yeah absolutely I mean they give
alcohol yeah absolutely I mean they give you not just for display they give you
you not just for display they give you for Activation they give you for for
for Activation they give you for for they they actually very very important
they they actually very very important partners for you so like we are part of
partners for you so like we are part of the same ecosystem right if I don't buy
the same ecosystem right if I don't buy the Rand and sell it further then we are
the Rand and sell it further then we are nobody's benefiting from it so I have to
nobody's benefiting from it so I have to work together like almost like a
work together like almost like a partnership uh they do end up taking uh
partnership uh they do end up taking uh shelf space share of throat which
shelf space share of throat which basically means that how much are you
basically means that how much are you pouring which are the which are say for
pouring which are the which are say for example I have a menu of 20 cocktails
example I have a menu of 20 cocktails out of which if I'm getting a majority
out of which if I'm getting a majority of say a tie up money it's called a tie
of say a tie up money it's called a tie up money which basically means if I'm
up money which basically means if I'm working with a diu or a perno or a
working with a diu or a perno or a bakari or even a radico I will be then
bakari or even a radico I will be then prioritizing their brand over other
prioritizing their brand over other brands to actually make cocktails with
brands to actually make cocktails with which basically immediately turns into
which basically immediately turns into volumes for them but it also gives them
volumes for them but it also gives them visibility it also gives them activation
visibility it also gives them activation points touch points consumer feedback a
points touch points consumer feedback a lot of things happen so it's a tool so
lot of things happen so it's a tool so menu is a tool for you so if I start my
menu is a tool for you so if I start my Bengaluru uh bourbon company and sell it
Bengaluru uh bourbon company and sell it for 1,400 bucks and come to you would
for 1,400 bucks and come to you would you put me on your shelf because already
you put me on your shelf because already have a deal with your partners I will
have a deal with your partners I will put you on the Shelf I will not
put you on the Shelf I will not immediately start pouring your your
immediately start pouring your your brand pouring and and putting it on
brand pouring and and putting it on shelf are two different things I have
shelf are two different things I have almost to the tune of 350 listed uh
almost to the tune of 350 listed uh available visible brands in the menu so
available visible brands in the menu so let's say for example you're selling a
let's say for example you're selling a Dio brand what do they give you exactly
Dio brand what do they give you exactly so they give me multiple see they they
so they give me multiple see they they support me for New Year and say
support me for New Year and say Christmas activation they support me for
Christmas activation they support me for so next month we are supporting an
so next month we are supporting an entire month of pride month at the bar
entire month of pride month at the bar so we celebrate it every year uh for
so we celebrate it every year uh for that I need to make a special menu with
that I need to make a special menu with that menu I need to make special drinks
that menu I need to make special drinks which are you know uh which are actually
which are you know uh which are actually talking to the audience that I want
talking to the audience that I want right at the bar I'm also doing like
right at the bar I'm also doing like some an event which is a talking
some an event which is a talking conversation sort of sit down which we
conversation sort of sit down which we do every year then we end it with a big
do every year then we end it with a big party with a big band I need money for
party with a big band I need money for all of these things if I bring like a
all of these things if I bring like a band band takes money if I bring a
band band takes money if I bring a photographer photographer will take
photographer photographer will take money so I'm taking money for this a
money so I'm taking money for this a brand I'm not mentioning whichever brand
brand I'm not mentioning whichever brand it is then I take money from them and
it is then I take money from them and then for full month I'm actually giving
then for full month I'm actually giving them the menu exclusivity for that
them the menu exclusivity for that special month so you kind of it works
special month so you kind of it works really well for your beverage cost point
really well for your beverage cost point of view so you actually can make money
of view so you actually can make money by selling the brands and then the
by selling the brands and then the brands are also happy because they're
brands are also happy because they're getting multiple visibility points are
getting multiple visibility points are you demographically seeing any changes
you demographically seeing any changes in liquor consumption traditionally men
in liquor consumption traditionally men have been the one to buy and consume
have been the one to buy and consume liquor I don't know about consumption
liquor I don't know about consumption because buying number is there are you
because buying number is there are you seeing more women consume alcohol is the
seeing more women consume alcohol is the age at which somebody first consumes
age at which somebody first consumes changing uh there is research to show
changing uh there is research to show that genz in America is consuming lesser
that genz in America is consuming lesser alcohol than
alcohol than Millennials uh this problem is so Stark
Millennials uh this problem is so Stark in countries like Japan where young
in countries like Japan where young people are not
people are not drinking that the Japanese government is
drinking that the Japanese government is starting sake
starting sake festivals different ways to encourage
festivals different ways to encourage young people to drink same problem in
young people to drink same problem in India not at all I think women are
India not at all I think women are definitely drinking more there is no
definitely drinking more there is no doubt about that like that is a big plus
doubt about that like that is a big plus for us for the growth also so because U
for us for the growth also so because U the fact that there are many many women
the fact that there are many many women joining into the drinking occasions
joining into the drinking occasions multiple Market is going because of the
multiple Market is going because of the women also also so women and also LDA
women also also so women and also LDA plus so we talking always whenever we
plus so we talking always whenever we talk about legal drinking agent plus
talk about legal drinking agent plus they are also drinking better places
they are also drinking better places better quality premiumization all of
better quality premiumization all of those things right so that is definitely
those things right so that is definitely happening uh and they are actually
happening uh and they are actually adding a huge huge value to to the
adding a huge huge value to to the entire night also I think the the the
entire night also I think the the the shopping experience overall especially
shopping experience overall especially in Delhi retail Bombay
in Delhi retail Bombay retail that is one of the what he said
retail that is one of the what he said is one of the most important we've been
is one of the most important we've been advocating as radico and as the liquor
advocating as radico and as the liquor industry that earlier if you would have
industry that earlier if you would have gone into any shop in a Arana Mumbai
gone into any shop in a Arana Mumbai women can't go and Shop they'll be
women can't go and Shop they'll be looked down you know they'll not feel
looked down you know they'll not feel safe but today if you see the shopping
safe but today if you see the shopping experience whether it's Bangalore
experience whether it's Bangalore whether it is G you have 20,000 ft it's
whether it is G you have 20,000 ft it's become very nice so women are
become very nice so women are comfortable to go and pick up their
comfortable to go and pick up their bottle second even when you go for a
bottle second even when you go for a party earlier like you know they used to
party earlier like you know they used to hide their glass but today it's like
hide their glass but today it's like normal for the new generation in fact a
normal for the new generation in fact a women not drinking what it will feel
women not drinking what it will feel that why is she not
that why is she not having
having premiumization before before we get into
premiumization before before we get into that subject properly because it seems
that subject properly because it seems to be working across the category any
to be working across the category any other distribution hacks I think one I
other distribution hacks I think one I wanted to mention which um I think if
wanted to mention which um I think if you are a absolute zero to one person
you are a absolute zero to one person starting out I would say once you
starting out I would say once you identified what product you are doing
identified what product you are doing just take a few bottles and in there are
just take a few bottles and in there are three layers to distribution what you
three layers to distribution what you manufacture is called as the primary
manufacture is called as the primary then you what your distributor supplies
then you what your distributor supplies to the market to say Mini's bar is
to the market to say Mini's bar is called secondary and what minakshi sells
called secondary and what minakshi sells from her bar is called tertiary I would
from her bar is called tertiary I would suggest first thing that you do once you
suggest first thing that you do once you have the product go Ulta don't go the
have the product go Ulta don't go the route that the big companies do where
route that the big companies do where you go do primary you have established
you go do primary you have established Distributors you go to 100 bars go to 25
Distributors you go to 100 bars go to 25 30 wine shops take your product sample
30 wine shops take your product sample talk to the owner you already built
talk to the owner you already built enough Awareness on your brand on and
enough Awareness on your brand on and people know that you are doing so that
people know that you are doing so that when you go to a distributor you know
when you go to a distributor you know that if you sell 100 200 cases it's
that if you sell 100 200 cases it's going to go to those mini bars the
going to go to those mini bars the Distributors is going to be far more
Distributors is going to be far more comfortable taking on your product if
comfortable taking on your product if you've already done that little leg work
you've already done that little leg work so I think that's one of the simplest
so I think that's one of the simplest things that I think anyone like you said
things that I think anyone like you said going from zero to one the hardest thing
going from zero to one the hardest thing for a new be is to find a distributor
for a new be is to find a distributor it's not as easy as you think it is a
it's not as easy as you think it is a lot of people don't want to take your
lot of people don't want to take your brand yeah you have to show them show
brand yeah you have to show them show them basum they will be
like minaki vouches for a brand listing in a bar you know any a
listing in a bar you know any a depletion is the biggest problem you'll
depletion is the biggest problem you'll get listing at Mini's bar but the bottle
get listing at Mini's bar but the bottle will be lying how do you deplete
will be lying how do you deplete it so it has to be combination of and
it so it has to be combination of and secondly how do you get it listed on the
secondly how do you get it listed on the menu it's at the bar but when I open the
menu it's at the bar but when I open the menu it's not there I have to convince
menu it's not there I have to convince minaki that I will spend money I will
minaki that I will spend money I will give you a band I'll give you a DJ but
give you a band I'll give you a DJ but please get my put my alcohol inside one
please get my put my alcohol inside one of your
of your cocktails what if you give minaki the
cocktails what if you give minaki the alcohol and say pay me after yourself
alcohol and say pay me after yourself that doesn't matter that would't work in
that doesn't matter that would't work in in the end tery has to happen as it is
in the end tery has to happen as it is as it is the credit period is high so
as it is the credit period is high so for a newcomer consumer has to pick it
for a newcomer consumer has to pick it up like if consumer is not picking it up
up like if consumer is not picking it up then there is or she puts inside a
then there is or she puts inside a cocktail which I Market which gets sold
cocktail which I Market which gets sold further my alcohol is getting depleted
further my alcohol is getting depleted so a bartender a route very popular on
so a bartender a route very popular on bartenders and counter salesman we call
bartenders and counter salesman we call them
them CSM so there is a guy who's a manager at
CSM so there is a guy who's a manager at a say a madula in Bangalore and that guy
a say a madula in Bangalore and that guy knows everything about what brand sells
knows everything about what brand sells he any customer who is a regular who
he any customer who is a regular who will go to that wine shop or to a duers
will go to that wine shop or to a duers or whatever will ask the person and
or whatever will ask the person and he'll say this is new and it's doing
he'll say this is new and it's doing well I have tried it so create that
well I have tried it so create that recommendation from people who are
recommendation from people who are already in the business and people trust
already in the business and people trust you don't have trust but the person who
you don't have trust but the person who standing there day in day out for years
standing there day in day out for years has a far more trust and he will
has a far more trust and he will recommend your product only if that
recommend your product only if that person likes
person likes so make that effort first so bartenders
so make that effort first so bartenders are bartenders everyone bartenders every
are bartenders everyone bartenders every brand wants them Plus for example in the
brand wants them Plus for example in the in the beer industry when I was running
in the beer industry when I was running Jade uh I remember this so clearly uh
Jade uh I remember this so clearly uh people would pay the bartender outside
people would pay the bartender outside of their job you return caps to me I'll
of their job you return caps to me I'll give I'll give you 20 rupees a cap for
give I'll give you 20 rupees a cap for depletion to make my distributor happy
depletion to make my distributor happy so he sells my product so I'm burning
so he sells my product so I'm burning money so that the bartenders are pushing
money so that the bartenders are pushing my beer in the restaurant to customers
my beer in the restaurant to customers so they have to have you have to have
so they have to have you have to have these innovative ways of marketing how
these innovative ways of marketing how to deplete your product in a restaurant
to deplete your product in a restaurant so I think at every level your
so I think at every level your intervention will change yeah so when
intervention will change yeah so when the founder is talking then you should
the founder is talking then you should talk to the founders of the bar and then
talk to the founders of the bar and then sometimes if your sales team is talking
sometimes if your sales team is talking the sales team can talk to the
the sales team can talk to the bartenders vice versa I mean now it's
bartenders vice versa I mean now it's obviously the the lines are blurring as
obviously the the lines are blurring as well so when you are talking to the
well so when you are talking to the bartender of course I mean you are
bartender of course I mean you are selling the same product but at the end
selling the same product but at the end of it they you have to see what is the
of it they you have to see what is the bartender benefiting where is the you
bartender benefiting where is the you can't just say it's the best whiskey in
can't just say it's the best whiskey in the world and I have made a BBA which
the world and I have made a BBA which can you can you should just do it he's
can you can you should just do it he's not the decision maker right they are
not the decision maker right they are never the decision makers they are the
never the decision makers they are the ones who are actually going to be the
ones who are actually going to be the ones who can be Advocates of the brand
ones who can be Advocates of the brand they can talk about the brand you give
they can talk about the brand you give them the brand experience you give them
them the brand experience you give them if you have a Distillery call them which
if you have a Distillery call them which is now happening in India a lot a lot of
is now happening in India a lot a lot of the Indian makers are calling bartenders
the Indian makers are calling bartenders bar owners to to their Source right and
bar owners to to their Source right and actually explaining them the whole
actually explaining them the whole process of say Brewing the brand
process of say Brewing the brand creating the brand and then they become
creating the brand and then they become part of the story then it's the same
part of the story then it's the same thing right you experiencing the brand
thing right you experiencing the brand from day one and then you actually have
from day one and then you actually have a personal connect with that brand there
a personal connect with that brand there multiple touch points and every touch
multiple touch points and every touch point if you're a new brand you have to
point if you're a new brand you have to disrupt and physically you have to go
disrupt and physically you have to go talk to
talk to or and every person who's your
or and every person who's your stakeholder is the hero of his own
stakeholder is the hero of his own Journey so you think that if a counter
Journey so you think that if a counter salesman's journey is very different
salesman's journey is very different from a retail shop owners to a
from a retail shop owners to a bartenders to everything relate to that
bartenders to everything relate to that understand how your product can make
understand how your product can make their lives better whatever way it may
their lives better whatever way it may be and that's the only only connect that
be and that's the only only connect that you have nothing else Works money is if
you have nothing else Works money is if you are going to compete with money then
you are going to compete with money then you are already out of the game because
you are already out of the game because you're competing with people who have
you're competing with people who have like12 200 billion dollar you know you
like12 200 billion dollar you know you have to do something all the biggest
have to do something all the biggest Indian industry is run by multinationals
Indian industry is run by multinationals do you think sponsoring events works you
do you think sponsoring events works you can take this yeah so yeah it does I
can take this yeah so yeah it does I think these are all opportunities for
think these are all opportunities for Brands to Showcase their brand out of
Brands to Showcase their brand out of the bottle so for example in a g
the bottle so for example in a g Explorers Club uh there are two parts of
Explorers Club uh there are two parts of it uh legally uh event alcohol brands in
it uh legally uh event alcohol brands in India they cannot do their own events
India they cannot do their own events they can do their own events but they
they can do their own events but they cannot Market the content legally online
cannot Market the content legally online post doing an event so when these IPS of
post doing an event so when these IPS of cocktail festivals come up that's where
cocktail festivals come up that's where all these Brands come participate
all these Brands come participate content is created uh you get uh at a
content is created uh you get uh at a very low cost you get high footfall uh
very low cost you get high footfall uh you get people intrigued into your brand
you get people intrigued into your brand because of how you've decked up your bar
because of how you've decked up your bar and the and the engagements that you
and the and the engagements that you have on your bar and post that you've
have on your bar and post that you've not technically done your own event you
not technically done your own event you come create content there which you can
come create content there which you can further amplify online that's where you
further amplify online that's where you can call your influencers you can have
can call your influencers you can have also it works better sponsorships also
also it works better sponsorships also work far better is because you are
work far better is because you are actually experiencing the brand versus
actually experiencing the brand versus just seeing it on TV for example you
just seeing it on TV for example you were to see an ad on TV of XY Z whiskey
were to see an ad on TV of XY Z whiskey and Jin you'll see it you know Shah ruk
and Jin you'll see it you know Shah ruk Khan is selling it as the best amazing
Khan is selling it as the best amazing brand that's it that's the end of it
brand that's it that's the end of it right you sample it too
right you sample it too Ian I mean with the surrogate you see it
Ian I mean with the surrogate you see it but at the end of it now today it's the
but at the end of it now today it's the where that is where I feel the quality
where that is where I feel the quality of conversation has shifted where you'll
of conversation has shifted where you'll be like if I see grow brewing companies
be like if I see grow brewing companies say you know I whatever whichever
say you know I whatever whichever people's beer I see an ad versus if I
people's beer I see an ad versus if I actually get an experience of a I go to
actually get an experience of a I go to a music festival I get to try the beer I
a music festival I get to try the beer I get to speak to the maybe the founder
get to speak to the maybe the founder not the founder whoever con the whole
not the founder whoever con the whole experience is the product right so I
experience is the product right so I feel it's such a sensorial experience
feel it's such a sensorial experience just like food no no matter how many
just like food no no matter how many advertisements you can put on TV or
advertisements you can put on TV or newspapers and magazines this I would
newspapers and magazines this I would like to say like what uh shuch read he's
like to say like what uh shuch read he's created a niche like the GC created was
created a niche like the GC created was Jinn Jinn was exploding in India so what
Jinn Jinn was exploding in India so what happened like say my Jessel we start we
happened like say my Jessel we start we did it there the launch we're waiting
did it there the launch we're waiting for a GC actually delet the launch to
for a GC actually delet the launch to participate so what happened GC all the
participate so what happened GC all the Gin lovers were as I said to make the
Gin lovers were as I said to make the first 10 th000 consumer is the toughest
first 10 th000 consumer is the toughest loyalist then you become 50 then you
loyalist then you become 50 then you become Millions so in GC it was just an
become Millions so in GC it was just an evolution but all the Gin lovers because
evolution but all the Gin lovers because he had only gin were coming there which
he had only gin were coming there which he coupled like a carnival that is your
he coupled like a carnival that is your music and everything one is a function
music and everything one is a function it that alcohol is
it that alcohol is there he branded that so for that a
there he branded that so for that a brand to come there and actually the Gin
brand to come there and actually the Gin lovers coming there it makes a lot of
lovers coming there it makes a lot of difference and also splits the cost of
difference and also splits the cost of multiple Brands like if total cost is to
multiple Brands like if total cost is to do to do this event is four crores is
do to do this event is four crores is getting split between 15 Brands versus
getting split between 15 Brands versus then them creating their IP of their own
then them creating their IP of their own but I think there is a there's a so a
but I think there is a there's a so a brand is like a person and you have to
brand is like a person and you have to be really understand what's the brand
be really understand what's the brand personality before you think about
personality before you think about events I think when you one of the
events I think when you one of the easiest things is what you are not going
easiest things is what you are not going to do if you're clear about your brand
to do if you're clear about your brand then venturing into events the great SP
then venturing into events the great SP so like we were very clear that we are
so like we were very clear that we are not going to do any collectivist activ
not going to do any collectivist activ we are not going to do football
we are not going to do football screenings or anything that's General
screenings or anything that's General Trope in Bria because we as a brand are
Trope in Bria because we as a brand are focused on you know sustainability you
focused on you know sustainability you know making sure that you know we are
know making sure that you know we are probably like focusing on cre so we only
probably like focusing on cre so we only focus on sponsoring events which are
focus on sponsoring events which are like marathons which are like cycling
like marathons which are like cycling events which are Outdoors so you know
events which are Outdoors so you know what happens is you also then when you
what happens is you also then when you own one category and you're focusing
own one category and you're focusing entirely on it you become far more your
entirely on it you become far more your your entire you know digital spread is
your entire you know digital spread is only going to be messaging that is very
only going to be messaging that is very at sublinear level which is going to
at sublinear level which is going to come they're saying that okay this beer
come they're saying that okay this beer is only drunk or seen around these kind
is only drunk or seen around these kind of people identify that you know there
of people identify that you know there are thousands of events you don't have
are thousands of events you don't have that much dry powder you have to choose
that much dry powder you have to choose where you're going to go so you're
where you're going to go so you're saying don't go too broad pick what is
saying don't go too broad pick what is your brand value stry you have to have a
your brand value stry you have to have a plan I mean you second year third and if
plan I mean you second year third and if you can pick one category and go to it
you can pick one category and go to it till the end and become like someone
till the end and become like someone which is becomes a brand for cyclist or
which is becomes a brand for cyclist or a brand
Ford whatever it is then you are like example if you go to IPL you won't be
example if you go to IPL you won't be visible like you spend because we don't
visible like you spend because we don't have VC funders and the startup fund
have VC funders and the startup fund like not startup but like you know the
like not startup but like you know the big boys so you'll be lost it's all the
big boys so you'll be lost it's all the dots Etc who are sponsoring there so IPL
dots Etc who are sponsoring there so IPL if you sponsor you have to have a budget
if you sponsor you have to have a budget of 100 CR so in our language when
of 100 CR so in our language when someone comes to me and tells me we want
someone comes to me and tells me we want to launch a brand or we want to activate
to launch a brand or we want to activate the brand we create something called a
the brand we create something called a 1990 right one is your big launch where
1990 right one is your big launch where you'll spend maybe 50% or maybe 25% of
you'll spend maybe 50% or maybe 25% of your budget which will be a Delhi or a
your budget which will be a Delhi or a Bombay then in the nine where 50% of
Bombay then in the nine where 50% of your budget will go would be in your
your budget will go would be in your major metros which will be Delhi Bombay
major metros which will be Delhi Bombay Bangalore where you'll Target about 50
Bangalore where you'll Target about 50 bars each where rest budget will go then
bars each where rest budget will go then you'll create a 90 90 will be a small
you'll create a 90 90 will be a small activation which could be a drink serve
activation which could be a drink serve or a glass wear or a a tower which will
or a glass wear or a a tower which will go across majority Outlets across every
go across majority Outlets across every city in in whichever cities that you
city in in whichever cities that you want to activate so that's how you have
want to activate so that's how you have to split your marketing budget you
to split your marketing budget you cannot only uh do one launch and uh
cannot only uh do one launch and uh extinguish your marketing budget that
extinguish your marketing budget that happens we've seen many many you have to
happens we've seen many many you have to go consistent you have to go your
go consistent you have to go your marketing re Mumbai is the most Mumbai
marketing re Mumbai is the most Mumbai is the costliest to convert any City
is the costliest to convert any City like if he wants to launch his from
like if he wants to launch his from Mumbai as a startup it's very tough the
Mumbai as a startup it's very tough the kind of money it burns like you know it
kind of money it burns like you know it like I I I address Mumbai the last you
like I I I address Mumbai the last you always it's the most expensive Market am
always it's the most expensive Market am I right yeah absolutely because High
I right yeah absolutely because High entry barrier cost of K form which is
entry barrier cost of K form which is the government taxes you almost even
the government taxes you almost even cost of Entry the Rost of Entry the
cost of Entry the Rost of Entry the retail you know you need to Discount and
retail you know you need to Discount and sponsor a certain set percentage when
sponsor a certain set percentage when you want to space is limited so the
you want to space is limited so the retail stores are smaller so where would
retail stores are smaller so where would I start my liquor brand Goa Goa which
I start my liquor brand Goa Goa which brand you will first list in Goa by pay
brand you will first list in Goa by pay 50,000 Rupees BB you'll pay 50,000
50,000 Rupees BB you'll pay 50,000 Rupees as your listing fees to legally
Rupees as your listing fees to legally sell your in Goa see bourbon as it is
sell your in Goa see bourbon as it is suppose if you start you have to take
suppose if you start you have to take three years time then you come to good
three years time then you come to good and basically it's a 5e process from now
and basically it's a 5e process from now what if I buy old age no you can do you
what if I buy old age no you can do you can do the other model we don't we are
can do the other model we don't we are not distilling so we are also talking
not distilling so we are also talking about changing the model a little bit
about changing the model a little bit right so we we can buy spirit and blend
right so we we can buy spirit and blend it and age it and age it you have to AG
it and age it and age it you have to AG it find yeah we have to find a I feel
it find yeah we have to find a I feel goai will be easier than any other
goai will be easier than any other Market would be not yeah agent there
Market would be not yeah agent there itself um pay 50,000 Rupees to the
itself um pay 50,000 Rupees to the government get listed there for one
government get listed there for one product very
product very cheap get licenses first 120 180 would
cheap get licenses first 120 180 would be 12 lakh rupees oh whiskey is 25 lakh
be 12 lakh rupees oh whiskey is 25 lakh rupees per SKU in Delhi
rupees per SKU in Delhi to get your product listed that's just
to get your product listed that's just yeah that's just
yeah that's just listing who knows listing is for a for a
listing who knows listing is for a for a one to from a z to one why is the most
one to from a z to one why is the most expensive in retail like say rampur here
expensive in retail like say rampur here is
is 125,000 in harana it is uh 7,000 Delhi
125,000 in harana it is uh 7,000 Delhi it is 8,000 MB is highest tax so 44
it is 8,000 MB is highest tax so 44 would be G 49 would be this is after
would be G 49 would be this is after reduction for the last two
reduction for the last two years reduction Mumbai is the highest
years reduction Mumbai is the highest but this is after reduction rates so we
but this is after reduction rates so we got this interesting stat
got this interesting stat what percentage of a state's Revenue
what percentage of a state's Revenue comes from
comes from alcohol the highest happens to be utar
alcohol the highest happens to be utar Pradesh 22% and I we contribute 26% of
Pradesh 22% and I we contribute 26% of the states levenue wow that's crazy
the states levenue wow that's crazy Karnataka 20% 12,000 crores because
Karnataka 20% 12,000 crores because karnataka's taxation is mad it's like
karnataka's taxation is mad it's like 80% tax is what you pay in in between
80% tax is what you pay in in between second is Tamil Nadu second is Karnataka
second is Tamil Nadu second is Karnataka third Tamil Nadu Bengal
third Tamil Nadu Bengal B 20.2% percent percentage wise actually
B 20.2% percent percentage wise actually sorry pondicherry is 40% that's
sorry pondicherry is 40% that's Distribution Hub it's not actually a
Distribution Hub it's not actually a place where people then comes Punjab
place where people then comes Punjab utarak
utarak Himachal uh
MP they're all 17 to 20% up is the largest but this is crazy a state is
largest but this is crazy a state is earning 20% of its Revenue not one but
earning 20% of its Revenue not one but so many and they make
so many and they make why because because excise is the only
why because because excise is the only thing under State subject we've been
thing under State subject we've been lobbing that why don't we come under
lobbing that why don't we come under GST so for I don't get any input credit
GST so for I don't get any input credit don't we are the privileged ones the
don't we are the privileged ones the minute if I come under GST my whole game
minute if I come under GST my whole game our balance sheet would look so
our balance sheet would look so beautiful yeah can you make the case
beautiful yeah can you make the case like articulate because we'll make this
like articulate because we'll make this a real and put it out for whoever is
a real and put it out for whoever is listening why should you move from state
listening why should you move from state to
to GST see first of all any like suppose if
GST see first of all any like suppose if I'm transporting my material from Delhi
I'm transporting my material from Delhi uh up to any other state I have
uh up to any other state I have Interstate
Interstate duties then I do not have any input
duties then I do not have any input credit on my raw material excise Duties
credit on my raw material excise Duties are different so if GST comes I'll be
are different so if GST comes I'll be like normal there'll be you
like normal there'll be you Manufacturing in up are the duties lower
Manufacturing in up are the duties lower than Goa no no I have to manufacture
than Goa no no I have to manufacture every that's why I have 41 units that's
every that's why I have 41 units that's the biggest entry to barrier it's a big
the biggest entry to barrier it's a big cost uh cost uh not Logistics Duty yeah
cost uh cost uh not Logistics Duty yeah also so it's it's it's it's absolutely
also so it's it's it's it's absolutely like I'm telling you it's like to
like I'm telling you it's like to getting into liquor is so complicated
getting into liquor is so complicated because of that so I have a question for
because of that so I have a question for you a long now this is then I I so let's
you a long now this is then I I so let's you know think about it that you know
you know think about it that you know you Al Alco is slower because let's say
you Al Alco is slower because let's say if you were India's the biggest whiskey
if you were India's the biggest whiskey Market but we have apart from like the
Market but we have apart from like the biggest guys like rad ketan or you know
biggest guys like rad ketan or you know peros or di of the world nobody's making
peros or di of the world nobody's making malt Spirit here one of the reasons is
malt Spirit here one of the reasons is if you start malt you have to mature it
if you start malt you have to mature it for 8 years 12 years now I went the
for 8 years 12 years now I went the whole route of with zero money starting
whole route of with zero money starting going to investors in
going to investors in 20178 just with an ice box even the
20178 just with an ice box even the laptop was owned by pora so literally
laptop was owned by pora so literally most of the investors back in the day
most of the investors back in the day were all Tech investors and they had
were all Tech investors and they had they were very new to Consumer and any
they were very new to Consumer and any kind of open market money that's
kind of open market money that's available in India looks at that same
available in India looks at that same 11e return that everyone has to give to
11e return that everyone has to give to their LPS seven years s year yeah or
their LPS seven years s year yeah or even shorter your term sheets are 5
even shorter your term sheets are 5 years plus 5 plus two but you probably
years plus 5 plus two but you probably give the money so how would you now
give the money so how would you now create this kind of if you were to you
create this kind of if you were to you you see this is a $300 million uh 300
you see this is a $300 million uh 300 million cases industry largely run by
million cases industry largely run by whiskey with zero upgrade happening on
whiskey with zero upgrade happening on product essentially because there's no
product essentially because there's no Capital that can finance a business that
Capital that can finance a business that can have those many legs or the L of it
can have those many legs or the L of it as a person who is from Finance what
as a person who is from Finance what would be the product that you would
would be the product that you would probably create for this this category
probably create for this this category in terms of funding if somebody would
in terms of funding if somebody would come to you and say I would want to
come to you and say I would want to build a mall disher and you know the
build a mall disher and you know the returns would come after 12 years how
returns would come after 12 years how would you look at it what would be that
would you look at it what would be that good
good question as a startup yeah as a startup
question as a startup yeah as a startup phenomenal product made in a small
phenomenal product made in a small lab I think we are a little bit of an
lab I think we are a little bit of an exception to that rle rule because we
exception to that rle rule because we are a Perpetual fund of sorts cuz we
are a Perpetual fund of sorts cuz we don't allocate third party money and
don't allocate third party money and it's mostly prop money we have really
it's mostly prop money we have really long tenur the current thesis I have uh
long tenur the current thesis I have uh thesis passion Fascination is to watch
thesis passion Fascination is to watch Indian Brands kill it abroad uh so be it
Indian Brands kill it abroad uh so be it with radico be it with subco be it with
with radico be it with subco be it with Blu Stone be it ather
Blu Stone be it ather motorcycles these are all uh or 1111 The
motorcycles these are all uh or 1111 The Shirt Company uh these are all
Shirt Company uh these are all Investments which are far from maturity
Investments which are far from maturity uh the question if they will ever mature
uh the question if they will ever mature and turn profitable is also unknown but
and turn profitable is also unknown but my thesis today is to find the hero
my thesis today is to find the hero product find places where the product is
product find places where the product is solved for the rest of it will figure
solved for the rest of it will figure out along the way I'm there right now
out along the way I'm there right now and I'm happy to take these bets uh
and I'm happy to take these bets uh passionately take these bets and I have
passionately take these bets and I have a lot of fun with them nice yeah if I
a lot of fun with them nice yeah if I like a product in a certain category the
like a product in a certain category the marketing the sales The Narrative the
marketing the sales The Narrative the financials all of that come second if I
financials all of that come second if I can find a product that can compete
can find a product that can compete internationally I'll do it absolutely
internationally I'll do it absolutely but what if a product is born after 5
but what if a product is born after 5 years his question is that yeah
years his question is that yeah so already a person is there but one is
so already a person is there but one is that a person comes I can taste the
that a person comes I can taste the product in 5 years you mean you get you
product in 5 years you mean you get you get the glimpse of it maybe of the no no
get the glimpse of it maybe of the no no you'll only get the glimpse of the
you'll only get the glimpse of the packaging or whatever but or
packaging or whatever but or directionally to maltt and everything
directionally to maltt and everything it'll take 5 six
it'll take 5 six years your first money your Revenue
years your first money your Revenue exactly your Revenue after funding is 7
exactly your Revenue after funding is 7 years let's say six years I I'll tell
years let's say six years I I'll tell you my biggest worry and I'm being
you my biggest worry and I'm being really honest here with
really honest here with liquor I have to put it in a different
liquor I have to put it in a different box as many of these other Investments
box as many of these other Investments which might be an energy transition or
which might be an energy transition or whatever cuz there I'm betting sector
whatever cuz there I'm betting sector thesis if I'm betting on a electric
thesis if I'm betting on a electric vehicle which I will see in 5 years
vehicle which I will see in 5 years broadly I'm sold to the idea that we'll
broadly I'm sold to the idea that we'll switch from fossil to renewable and we
switch from fossil to renewable and we will need the end point to be electric
will need the end point to be electric to have efficiency in the value chain
to have efficiency in the value chain right so if I find a good guy there it's
right so if I find a good guy there it's enough with liquor it's a little bit
enough with liquor it's a little bit more convoluted because I the data I'm
more convoluted because I the data I'm accessing today
accessing today is we we typically tend to mimic the
is we we typically tend to mimic the West in terms of consumption patterns in
West in terms of consumption patterns in India and the fact that the genzi are
India and the fact that the genzi are drinking lesser than Millennials is
drinking lesser than Millennials is something which is of a worry to me so I
something which is of a worry to me so I would need to buy into the sector truly
would need to buy into the sector truly radico is an exception to me because
radico is an exception to me because they have a
they have a differentiated Indian first product
differentiated Indian first product which is almost patriotic in nature and
which is almost patriotic in nature and I love the fact that people are fighting
I love the fact that people are fighting over radical bottles in a beautyfree
over radical bottles in a beautyfree versus a glen fidic or another brand
versus a glen fidic or another brand like that I love the idea of that I like
like that I love the idea of that I like the names I like the taste uh these are
the names I like the taste uh these are elements that appeal to me today but
elements that appeal to me today but otherwise liquor as a category I would
otherwise liquor as a category I would have to be sold and somebody probably
have to be sold and somebody probably will come along the way and sell it I'm
will come along the way and sell it I'm I'm not taking the
I'm not taking the moralistic debate
moralistic debate here uh something is legal it's legal
here uh something is legal it's legal people should do it in moderation I'm a
people should do it in moderation I'm a capitalistic investor and I will not
capitalistic investor and I will not fiend morality and altruism in a manner
fiend morality and altruism in a manner that I don't have to and I don't believe
that I don't have to and I don't believe in doing it either uh if somebody smart
in doing it either uh if somebody smart comes to me and says here is this new
comes to me and says here is this new alcohol it was it's not a imfl it's more
alcohol it was it's not a imfl it's more like made from I don't know like from
like made from I don't know like from some lemong grass or some plant in India
some lemong grass or some plant in India and this has history and culture 500
and this has history and culture 500 years we will package it this way sell
years we will package it this way sell it that way we will take it to Market
it that way we will take it to Market this way in 5 years from now I would
this way in 5 years from now I would probably bite if he is convincing enough
probably bite if he is convincing enough but also 0 to one what I see in the
but also 0 to one what I see in the market is very few investors want to
market is very few investors want to back people in the alcohol space I had
back people in the alcohol space I had to P to 80 people and they say alcohol
to P to 80 people and they say alcohol meat that's a first answer I'll tell you
meat that's a first answer I'll tell you we're starting this new fund it's not
we're starting this new fund it's not actually a fund it is a grant it is
actually a fund it is a grant it is three times as big as Shark Tank we
three times as big as Shark Tank we don't in terms of the amount we give out
don't in terms of the amount we give out out we don't take any equity in the
out we don't take any equity in the businesses that we give these grants to
businesses that we give these grants to we just looking at young people nice
we just looking at young people nice under the age of 25 great ideas no money
under the age of 25 great ideas no money to execute and we are giving them money
to execute and we are giving them money through a segregation process not large
through a segregation process not large checks 20 lakhs 40 laks but to a lot of
checks 20 lakhs 40 laks but to a lot of people the end result is if it
people the end result is if it inculcates entrepreneurship in the
inculcates entrepreneurship in the country it's something that we're all
country it's something that we're all very passionate about and we're all
very passionate about and we're all we're all in this ecosystem where we've
we're all in this ecosystem where we've been so lucky by virtue of circumstance
been so lucky by virtue of circumstance over the last I don't know 15 20 years
over the last I don't know 15 20 years uh it has more appeal to me than giving
uh it has more appeal to me than giving that money to a charity what about
that money to a charity what about celebrity Le brands do you think it
celebrity Le brands do you think it works I know in fashion I'll give you an
works I know in fashion I'll give you an example uh when I've looked at Fashion
example uh when I've looked at Fashion cosmetic uh Brands led by
cosmetic uh Brands led by celebrities in India have not worked
celebrities in India have not worked globally have
globally have worked there's some dichotomy there I
worked there's some dichotomy there I don't know why it is not working in
don't know why it is not working in India what do you think will be the use
India what do you think will be the use case for
alcohol so globally uh the people who were building uh the people who were
were building uh the people who were building um alcohol Brands um in America
building um alcohol Brands um in America were celebrities and the following was
were celebrities and the following was of a certain uh strata and of a certain
of a certain uh strata and of a certain disposable income that would follow them
disposable income that would follow them right so tomorrow if RVE Singh starts an
right so tomorrow if RVE Singh starts an alcohol brand of a premium segment the
alcohol brand of a premium segment the people will see through that right so
people will see through that right so I'm not going to start drinking a
I'm not going to start drinking a certain type of product because AR Singh
certain type of product because AR Singh drinks
drinks it who should start what which actor
it who should start what which actor should start what I think um Aran Khan
should start what I think um Aran Khan what he's doing I think he's doing a
what he's doing I think he's doing a good job the Dial Dial he's got a he's
good job the Dial Dial he's got a he's got a vodka he's got a m now and he's
got a vodka he's got a m now and he's got a fashion brand I think zenan should
got a fashion brand I think zenan should do a wine
do a wine if at all you know I think it's very
if at all you know I think it's very interesting very interesting yeah you
interesting very interesting yeah you know because see you know's built
know because see you know's built Aviation how many of the people would
Aviation how many of the people would know her now no no regardless I'm saying
know her now no no regardless I'm saying like you know if you
see celebrity endorsement or celebrity doing a brand brand old brand does
doing a brand brand old brand does endorsement work because I it's
endorsement work because I it's basically putting talking about
basically putting talking about celebrity definitely yes how about
celebrity definitely yes how about celebrity marketed brand I'm sure you
celebrity marketed brand I'm sure you use cele see I've got a lot of
use cele see I've got a lot of experience with lot of we had a lot of
experience with lot of we had a lot of brand ambassadors did it work see what
brand ambassadors did it work see what happens now as a startup because I
happens now as a startup because I started with kind of zero
started with kind of zero money when I got engaged I didn't have
money when I got engaged I didn't have money to open a bottle of champagne that
money to open a bottle of champagne that time for my wife I was in
time for my wife I was in Kolkata so that kind we were like
Kolkata so that kind we were like stretched totally
stretched totally stretched
stretched so what I realized you take a
so what I realized you take a celebrity you buy buy a Mercedes you buy
celebrity you buy buy a Mercedes you buy a roll sty but you don't have petrol to
a roll sty but you don't have petrol to put in it so one is the celebrity the
put in it so one is the celebrity the film cost but the main thing is airing
film cost but the main thing is airing and doing justice so one is you do
and doing justice so one is you do justice with it so you have if you take
justice with it so you have if you take a celebrity you have to do proper
a celebrity you have to do proper Justice you have to spend enough money
Justice you have to spend enough money nowadays celebrity also if you see a
nowadays celebrity also if you see a movie to in especially now I'm talking
movie to in especially now I'm talking today's context a celebrity cost is huge
today's context a celebrity cost is huge film making is huge then to air it so
film making is huge then to air it so you have to have a substantial budget
you have to have a substantial budget but it works with the budget what it
but it works with the budget what it does it gets you immediate recall
does it gets you immediate recall depending on how you use the celebrity
depending on how you use the celebrity but not sales no it'll help you for like
but not sales no it'll help you for like you the eyeball eyeballs it's like
you the eyeball eyeballs it's like getting a cricket so like what he said
getting a cricket so like what he said with that the salesman has to be
with that the salesman has to be motivated the bar guys have to be
motivated the bar guys have to be motivated the pr should write about it
motivated the pr should write about it it has to be event should be there so it
it has to be event should be there so it has to be a 360° term so if you have a x
has to be a 360° term so if you have a x budget then you see where you have to
budget then you see where you have to spend it because alcohol it's a dark
spend it because alcohol it's a dark environment if
environment if celebrity marketed brand we have all
celebrity marketed brand we have all agreed does not lead to sales but maybe
agreed does not lead to sales but maybe gives you visibility in brand recall
gives you visibility in brand recall does product placement work how does
does product placement work how does that work the bigger question I have
that work the bigger question I have which I want to ask you like we've seen
which I want to ask you like we've seen in all the Ecom sites where they have
in all the Ecom sites where they have become like you know unicorns and
become like you know unicorns and everything see
everything see alcohol suppose money is for the private
alcohol suppose money is for the private equities no problem problem there's
equities no problem problem there's enough Capital which is available now
enough Capital which is available now suppose if you have a budget of 300 cres
suppose if you have a budget of 300 cres and you say I want to start a brand and
and you say I want to start a brand and in two years I go boom boom boom boom on
in two years I go boom boom boom boom on the TV media whatever dark environment I
the TV media whatever dark environment I have do you think will it
have do you think will it succeed in a Ecom it might succeed
succeed in a Ecom it might succeed because you buy customers you have were
because you buy customers you have were called to action but
called to action but alcohol I think it's very tough yeah has
alcohol I think it's very tough yeah has to build through taste it has to build
to build through taste it has to build through generations it has to build
through generations it has to build slowly what I believe in alcohol you
slowly what I believe in alcohol you cannot push sales right you have to win
cannot push sales right you have to win sales yeah yeah like as I said first
sales yeah yeah like as I said first 10,000 is important so even sometimes I
10,000 is important so even sometimes I brew with that idea whether is it the
brew with that idea whether is it the right strategy but in my last 20 to two
right strategy but in my last 20 to two decades of my experience I feel it's
decades of my experience I feel it's it's not worked but what ends up
it's not worked but what ends up happening is 0 to 100 happens when you
happening is 0 to 100 happens when you go into someone else's distribution
go into someone else's distribution chain right but the minute you put in
chain right but the minute you put in 300 crores you want that your sales
300 crores you want that your sales should happen then you dump the material
should happen then you dump the material the or a or diio or a perno to get into
the or a or diio or a perno to get into that distribution what ends up happening
that distribution what ends up happening is okay you want to take uh one uh case
is okay you want to take uh one uh case of Johnny Walker you have to take six
of Johnny Walker you have to take six bottles of this new brand which I've
bottles of this new brand which I've launched so it's actually literally
launched so it's actually literally pushed onto um
pushed onto um on so you say you buy this but I have
on so you say you buy this but I have this brand which is not selling still
this brand which is not selling still like Bott so then you'll be like I mean
like Bott so then you'll be like I mean this is this is fine let's take example
this is this is fine let's take example suppose if a guy comes a new guy I want
suppose if a guy comes a new guy I want to take your bar shelf I want visibility
to take your bar shelf I want visibility I'll pay you X lakhs okay you keep this
I'll pay you X lakhs okay you keep this much bottle she'll keep it once but if
much bottle she'll keep it once but if it does not go and it's a new brand
it does not go and it's a new brand first of all why will anyone come and
first of all why will anyone come and take a new brand it has to be built
take a new brand it has to be built gradually am I right yeah it's very
gradually am I right yeah it's very difficult in alcohol it's very difficult
difficult in alcohol it's very difficult where you can just pump in monies and
where you can just pump in monies and consumers will come it's a very slow
consumers will come it's a very slow process and also another very
process and also another very interesting thing about India is before
interesting thing about India is before you realize how your products doing you
you realize how your products doing you can so what happens a lot of times when
can so what happens a lot of times when you are you can grow by you start off
you are you can grow by you start off with say South Bombay and South Delhi
with say South Bombay and South Delhi and Bangalore and in one year there is
and Bangalore and in one year there is always in India there is always a rush
always in India there is always a rush to try a new product we are a large
to try a new product we are a large country people want to try new things
country people want to try new things because new things don't happen that
because new things don't happen that often so the consumer is drinking your
often so the consumer is drinking your product in say the early City so you see
product in say the early City so you see straction coming in but then you say
straction coming in but then you say okay you know I'm going to get money
okay you know I'm going to get money raise a large amount of money and I'm
raise a large amount of money and I'm going to go into newer markets so by the
going to go into newer markets so by the time you go to tana and you going to the
time you go to tana and you going to the suburbs and everything you're still
suburbs and everything you're still growing because you're doing primary
growing because you're doing primary sales but your original core consumers
sales but your original core consumers doesn't come back to you repeat this you
doesn't come back to you repeat this you start going from Tana now to nask from
start going from Tana now to nask from nask to ratlam it takes you five years
nask to ratlam it takes you five years and you can still grow year on year but
and you can still grow year on year but you if you don't measure your sale at
you if you don't measure your sale at Outlet level where you started your core
Outlet level where you started your core consumer stickiness and repeat then you
consumer stickiness and repeat then you may show a growth story on the numbers
may show a growth story on the numbers on the balance sheet but in reality you
on the balance sheet but in reality you are actually just recruiting new
are actually just recruiting new consumers through novelty and losing
consumers through novelty and losing them as fast as you are doing it and
them as fast as you are doing it and paying a huge amount of money to do it
paying a huge amount of money to do it and that's very very wasteful you're
and that's very very wasteful you're saying there's no mo people switch
saying there's no mo people switch there's no
there's no brand what I'm saying is you will go
brand what I'm saying is you will go from one geography to another and India
from one geography to another and India is a country you can show growth to
is a country you can show growth to anyone any investor yeah but eventually
anyone any investor yeah but eventually it is a repeat which counts yeah fair so
it is a repeat which counts yeah fair so if actors don't necessarily work for
if actors don't necessarily work for India what about social media
India what about social media influencers are they a good medium to
influencers are they a good medium to sell alcohol yes yeah but sell alcohol
sell alcohol yes yeah but sell alcohol means for a brand or what for
means for a brand or what for advertisement 100% they do uh you have
advertisement 100% they do uh you have to be careful on who you're investing on
to be careful on who you're investing on and uh do your research I feel there now
and uh do your research I feel there now apps and there are ways to actually find
apps and there are ways to actually find out if that influence is bought or of
out if that influence is bought or of who that person is talking to what the
who that person is talking to what the male to female Rao
male to female Rao is city which city they are operating in
is city which city they are operating in so
so you go through a agency cheaper way to
you go through a agency cheaper way to acquire consumers than than actors but
acquire consumers than than actors but also having said that uh what
also having said that uh what influencers also do for you is that they
influencers also do for you is that they are also physically present which
are also physically present which actually changes the game a little bit
actually changes the game a little bit it is kind of like the digital way of
it is kind of like the digital way of experiencing the brand you know in the
experiencing the brand you know in the sense that they will taste say a whiskey
sense that they will taste say a whiskey and be like I find it like
and be like I find it like Smokey also depends on the category if
Smokey also depends on the category if the higher you go suppose you go 8
the higher you go suppose you go 8 10,000 you don't need any marketing if
10,000 you don't need any marketing if you Market you won't be able to
you Market you won't be able to sell the only thing should be word of
sell the only thing should be word of mouth and PR press and the
mouth and PR press and the competitions if you go highest up there
competitions if you go highest up there there are spirits competi what worked
there are spirits competi what worked for your 5 lakh rupee bottle cuz I saw
for your 5 lakh rupee bottle cuz I saw rur Jessel everything even rampur J have
rur Jessel everything even rampur J have done that I saw it in the Press was that
done that I saw it in the Press was that organic press yeah yeah organic cuz of
organic press yeah yeah organic cuz of the novelty of a bottle cost absolutely
the novelty of a bottle cost absolutely it's it's the most
it's it's the most expensive that up
expensive that up right there was a huge article that 50%
right there was a huge article that 50% the luxury so I think the higher you go
the luxury so I think the higher you go it should be the press and you don't
it should be the press and you don't need to mark it because it looks like if
need to mark it because it looks like if you see the Bernard lvmh group I think
you see the Bernard lvmh group I think he's the biggest brand Creator Louis VTO
he's the biggest brand Creator Louis VTO your Mo tennessy Bel all the luxury but
your Mo tennessy Bel all the luxury but you don't see them Beyond a point you
you don't see them Beyond a point you don't see them advertising or Beyond
don't see them advertising or Beyond then that's a category play so if you're
then that's a category play so if you're in a luxury segment you will play
in a luxury segment you will play regular ET social influencers if you're
regular ET social influencers if you're looking at a lower like you know we
looking at a lower like you know we talking about 12 to, 1400
talking about 12 to, 1400 Lev I influencers are a great thing
Lev I influencers are a great thing organically people like your product
organically people like your product they post yeah I mean it's also you
they post yeah I mean it's also you don't have
don't have to now the new generation loves it they
to now the new generation loves it they are spending half the time on mobile
are spending half the time on mobile yeah yeah half the time they're on the
yeah yeah half the time they're on the mobile there is a catch it has to be
mobile there is a catch it has to be spoken about yeah right
spoken about yeah right there is a flip side to this where if
there is a flip side to this where if you come across as a brand that is
you come across as a brand that is paying for influence then people see
paying for influence then people see through it very very quickly also so let
through it very very quickly also so let it be organic you like Which is far
it be organic you like Which is far better because good people will your
better because good people will your relevant consumers will drink your
relevant consumers will drink your product and they will post about it
product and they will post about it because today's time also to's time
because today's time also to's time industry is a big influence so for
industry is a big influence so for example like I would send him to like if
example like I would send him to like if I have a bar in I will tell him or if
I have a bar in I will tell him or if he's in Delhi I'll be like hey come to
he's in Delhi I'll be like hey come to my bar and let's have drinks because
my bar and let's have drinks because this is mutual appreciation good for me
this is mutual appreciation good for me is good and I always post about it it's
is good and I always post about it it's a thing right
a thing right like we are all talking to the same
like we are all talking to the same people in the universe but there are all
people in the universe but there are all of us have pockets of people who follow
of us have pockets of people who follow you because you they think you know best
you because you they think you know best for the taste you know we'll go to
for the taste you know we'll go to Mini's bar next timei next time you have
Mini's bar next timei next time you have to make us the best cocktail and being
to make us the best cocktail and being from the alcohol industy have at least
from the alcohol industy have at least three cocktails so three of your best
three cocktails so three of your best right you should do this if you do this
right you should do this if you do this this would be
this would be insane far louder it'll be crowded
insane far louder it'll be crowded she'll be like wait in line no no we can
she'll be like wait in line no no we can we can use our influence we know minaki
we can use our influence we know minaki so she'll have a small uh but we like
so she'll have a small uh but we like crowds I send you to the CH it's very H
crowds I send you to the CH it's very H in so
in so premiumization is this a easier path for
premiumization is this a easier path for someone starting off to hit instead of
someone starting off to hit instead of trying to create a 1,500 rupee bottle of
trying to create a 1,500 rupee bottle of whiskey should I try to create a 10,000
whiskey should I try to create a 10,000 rupee bottle called Bangalore
I mean who's whose question is this it's like so we all talking yeah so I'm I'm
like so we all talking yeah so I'm I'm so we are I would say creating a 10,000
so we are I would say creating a 10,000 rupees a bottle also takes that much
rupees a bottle also takes that much more out of you in terms of the money
more out of you in terms of the money the resources the whole everything you
the resources the whole everything you you are raising the bar in every form
you are raising the bar in every form right it's like me saying I can have a
right it's like me saying I can have a bar here and then I can have a bar in
bar here and then I can have a bar in say Dubai or London what if I buy
say Dubai or London what if I buy radical's good whiskey at 5,000 rupees
radical's good whiskey at 5,000 rupees okay repackage it and call it something
okay repackage it and call it something else build a story and sell it for
else build a story and sell it for 10,000 and is a product this is It's a
10,000 and is a product this is It's a good slightly different yeah good
good slightly different yeah good product it depends what your goto Market
product it depends what your goto Market strategy is if your goal is to actually
strategy is if your goal is to actually launch the 1200 product but your go my
launch the 1200 product but your go my story will be 25-year-old boy in
story will be 25-year-old boy in Bangalore starts a liquor company
Bangalore starts a liquor company whiskey selling at 10,000 20,000 rupees
whiskey selling at 10,000 20,000 rupees XYZ sold but you have to have something
XYZ sold but you have to have something around the whiskey why why this 10,000
I don't feel price pick a like say there are red ants zal there are actual Reds
are red ants zal there are actual Reds in actual red ANS in the whiskey no
in actual red ANS in the whiskey no those are gimmicks those are gimmicks
those are gimmicks those are gimmicks gimmicks won't take you long
gimmicks won't take you long you whisky is 10,000 rupees so in these
you whisky is 10,000 rupees so in these categories where you are creating a
categories where you are creating a niche you have a great product to start
niche you have a great product to start with but you have a influencer someone
with but you have a influencer someone who has authenticity and who says this
who has authenticity and who says this is nichels Bangalore then it'll sell but
is nichels Bangalore then it'll sell but then they're buying into you right
then they're buying into you right they're not NE you the ini but your
they're not NE you the ini but your product in in the long term your product
product in in the long term your product will have to be great in order to get
will have to be great in order to get your second can you my real question
your second can you my real question here is can you discern between 5,000
here is can you discern between 5,000 and 8,000 rupe
and 8,000 rupe whiskey to a lay man I'm not talking as
whiskey to a lay man I'm not talking as an expert as one of you guys I'm blind
an expert as one of you guys I'm blind tasting a whiskey which cost 10,000
tasting a whiskey which cost 10,000 another which cost four can I
another which cost four can I distinguish that's objective is very
distinguish that's objective is very subjective that's subjective but
subjective that's subjective but 800 10,000 you 4,000 10,000 buying
800 10,000 you 4,000 10,000 buying something for 4,000 adding one El I
something for 4,000 adding one El I think you can make out if you're a
think you can make out if you're a whiskey person like if I am buying an
whiskey person like if I am buying an 8,000 uh you know rupees bottle I will
8,000 uh you know rupees bottle I will sort of have an idea what I'm looking
sort of have an idea what I'm looking for you know I might or might not uh
for you know I might or might not uh with full conviction no but I will know
with full conviction no but I will know a little bit of what I am looking for
a little bit of what I am looking for and also again see the price price is
and also again see the price price is never the ladder that is just the ladder
never the ladder that is just the ladder so you're also talking about what type
so you're also talking about what type right so there's Japanese r that are
right so there's Japanese r that are playing in lower angle I'm playing is
playing in lower angle I'm playing is because I'm selling it for more people
because I'm selling it for more people will make a natural assumption that it
will make a natural assumption that it is not so there is this fuzziness where
is not so there is this fuzziness where you see I I'll tell you now let us
you see I I'll tell you now let us divide whiskey in two categories either
divide whiskey in two categories either it'll be a scotch or Indian whiskey now
it'll be a scotch or Indian whiskey now a scotch is differentiated by
a scotch is differentiated by age and location location so 18y old
age and location location so 18y old generally it sells for about about close
generally it sells for about about close to about J
to about J huh a blue label is say
huh a blue label is say 18,000 now a Indian whiskey or anything
18,000 now a Indian whiskey or anything if you say that you're supplying at
if you say that you're supplying at 10,000 what is your
10,000 what is your USP the USP will become a worry then you
USP the USP will become a worry then you come onto a single malt single malt is
come onto a single malt single malt is region specific it's a world malt it is
region specific it's a world malt it is different where everything like the
different where everything like the wines earlier it was the French wines
wines earlier it was the French wines which were ruling the market today you
which were ruling the market today you have all the new age wines new
have all the new age wines new earlier it was only French same thing
earlier it was only French same thing like The Malt it was only Scottish malt
like The Malt it was only Scottish malt then you had the Irish whiskey the
then you had the Irish whiskey the bourban whiskey then the single malts
bourban whiskey then the single malts from Japan the Asian the cavins the now
from Japan the Asian the cavins the now the Indian Ms so there you can create
the Indian Ms so there you can create that differentiation with your blend
that differentiation with your blend with your CK so it is like an artistic
with your CK so it is like an artistic no I'm talking about premiumization from
no I'm talking about premiumization from the you can't
do but price is an indicator of quality and that is
and that is a Indian whiskey he can charge say
a Indian whiskey he can charge say 10,000 no no you can charge anything you
10,000 no no you can charge anything you want I think you know the basic idea you
want I think you know the basic idea you have to
have to just I know a lot of people who go to a
just I know a lot of people who go to a bar and want to order the most expensive
bar and want to order the most expensive thing yeah that's true that's true but
thing yeah that's true that's true but if you have a story if you have a story
if you have a story if you have a story there is an an 8,000 rupee scotch and a
there is an an 8,000 rupee scotch and a 10,000 rupee Indian whiskey that rich
10,000 rupee Indian whiskey that rich person will go for 8,000 rupee Scotch I
person will go for 8,000 rupee Scotch I don't know about that no baba but they
don't know about that no baba but they will also move they will also jump into
will also move they will also jump into the next
the next 10,000 they'll be like okay leaving
10,000 they'll be like okay leaving nichs brand now you have to have a in
nichs brand now you have to have a in your you have you have to have like
your you have you have to have like we've attempted where we've really got
we've attempted where we've really got successful where the first Indian
successful where the first Indian whiskey is at the bio Scotch level 100
whiskey is at the bio Scotch level 100 rupees higher our Royal RoR is 100
rupees higher our Royal RoR is 100 rupees higher than all the competing
rupees higher than all the competing Brands it's selling like hot cake but
Brands it's selling like hot cake but the quality the packaging the story is
the quality the packaging the story is better is very good do you think
better is very good do you think patriotism as a narrative is selling in
patriotism as a narrative is selling in India today if I were to create a brand
India today if I were to create a brand around alcohol 100% I think Indian being
around alcohol 100% I think Indian being a proud like always have advocated being
a proud like always have advocated being a proud company Indian company is the
a proud company Indian company is the way forward people are looking for
way forward people are looking for indianess people are proud to be Indian
indianess people are proud to be Indian like even if you see all my products
like even if you see all my products it's all indan indianness is euphemism
it's all indan indianness is euphemism for like rur that 5 lakh rupe bottle has
for like rur that 5 lakh rupe bottle has written in Sanskrit on this that
written in Sanskrit on this that happiness lies within so but what is the
happiness lies within so but what is the underlying emotion that you're appealing
underlying emotion that you're appealing to when you write in Sanskrit and call
to when you write in Sanskrit and call it ramp
it ramp I think like if you see the Indian
I think like if you see the Indian culture like if you go to New York
culture like if you go to New York Indians we are underestimating our
Indians we are underestimating our power with what has happened in the last
power with what has happened in the last decade and what is going to happen in
decade and what is going to happen in the next decade India from being a third
the next decade India from being a third world country we are becoming a superpow
world country we are becoming a superpow it's a translation we have to have that
it's a translation we have to have that uh belief in ourself yoga I was in New
uh belief in ourself yoga I was in New York there was a yoga week or Time
York there was a yoga week or Time Square with I'm agreeing with you so
Square with I'm agreeing with you so 100% indianess will say if you try to be
100% indianess will say if you try to be a foreigner try to be like the Western
a foreigner try to be like the Western Community you not different they are
Community you not different they are better than us but Indians are better
better than us but Indians are better than them I'm agreeing with you to the
than them I'm agreeing with you to the extent that I will give you an example
extent that I will give you an example of how the Chinese prefer Chinese
of how the Chinese prefer Chinese versions of different things that is the
versions of different things that is the most 0 89% is Thea margins they're the
most 0 89% is Thea margins they're the most valuable listed company in the
most valuable listed company in the world so I'm aligned with you the world
world so I'm aligned with you the world might be Del globalizing in a manner
might be Del globalizing in a manner where patriotism is sold to consumers
where patriotism is sold to consumers across the world in different
across the world in different Pockets my question is rooted from to
Pockets my question is rooted from to our audience to the entrepreneur who
our audience to the entrepreneur who starting a liquor brand whatever liquor
starting a liquor brand whatever liquor should he make that an inherent part of
should he make that an inherent part of his story no no look for authentic
his story no no look for authentic stories it can't be a gimmick it can't
stories it can't be a gimmick it can't be because see you you mentioned you are
be because see you you mentioned you are from a certain you have to have a
from a certain you have to have a passion if she started a bar it is a
passion if she started a bar it is a passion which is speaking so there is
passion which is speaking so there is some something like
some something like such the GC have been there it's
such the GC have been there it's fantastic or his beard so my point that
fantastic or his beard so my point that passion has to speak the story won't S
passion has to speak the story won't S patriotism isn't about being you have to
patriotism isn't about being you have to it has to link to the brand and and to
it has to link to the brand and and to The Branding to the crowd that we are
The Branding to the crowd that we are talking to should we
talking to should we recommend opening their company in
recommend opening their company in alcohol and Tequila mcal I know me and
alcohol and Tequila mcal I know me and abishek had long conversations about
abishek had long conversations about this where you can only call it tequila
this where you can only call it tequila if you get this GI tag I believe
if you get this GI tag I believe strongly In Agave based Spirit uh only
strongly In Agave based Spirit uh only because of price point what happened to
because of price point what happened to Jin uh in India because of the import
Jin uh in India because of the import duty if we educate if a big uh conate
duty if we educate if a big uh conate comes up and pushes The Narrative a lot
comes up and pushes The Narrative a lot of an AGA based perod because tiil La
of an AGA based perod because tiil La gets very expensive to serve at a party
gets very expensive to serve at a party right if you being serving a basic Don
right if you being serving a basic Don Julio uh Blanco in a place like Delhi
Julio uh Blanco in a place like Delhi you'll be spending about 6,000 rupees a
you'll be spending about 6,000 rupees a bottle you're entertaining at home now
bottle you're entertaining at home now people are drinking tequila the way they
people are drinking tequila the way they drinking vodka so minimum consumption
drinking vodka so minimum consumption for 30 people party you're doing you
for 30 people party you're doing you you're going to eight bottles right
you're going to eight bottles right there that's where what's D's brand
there that's where what's D's brand called pistola pistola pistola has come
called pistola pistola pistola has come in at a very good price point from go
in at a very good price point from go that's from Goa uh that's from Goa
that's from Goa uh that's from Goa they've come at a very good price point
they've come at a very good price point and I believe there is space for AA
and I believe there is space for AA based spirit in India if there is enough
based spirit in India if there is enough money to educate people that okay yes
money to educate people that okay yes tequila is has to be blue Weber GA from
tequila is has to be blue Weber GA from the region tequila from the region of
the region tequila from the region of five six states uh but there is a space
five six states uh but there is a space for aav Spirit coming out of India this
for aav Spirit coming out of India this folklore that tequila gives you the
folklore that tequila gives you the least hangover no not at all it is all
least hangover no not at all it is all all marketing all marketing so is
all marketing all marketing so is Hangover equally proportional to alcohol
Hangover equally proportional to alcohol percentage no it's also
percentage no it's also ining when you have whiskey see every
ining when you have whiskey see every alcohol is 42.8 basically until let you
alcohol is 42.8 basically until let you go for a cast strength now a whiskey has
go for a cast strength now a whiskey has malt so it has let's take say a vodka it
malt so it has let's take say a vodka it is the cleanest Spirit it is triple
is the cleanest Spirit it is triple distilled it is six time distilled Etc
distilled it is six time distilled Etc filtered so the cleanest Spirit same
filtered so the cleanest Spirit same thing tequila is a clean Spirit even a
thing tequila is a clean Spirit even a Jin is a clean spirit with some herbs
Jin is a clean spirit with some herbs and so is a rum okay explain to me what
and so is a rum okay explain to me what is Hangover why do you feel a certain
is Hangover why do you feel a certain way after a night of
way after a night of so when you drink wine wine for example
so when you drink wine wine for example if you drink a wine or a dark Spirit
if you drink a wine or a dark Spirit their their talins their impurities
their their talins their impurities coners it's called congeners so which
coners it's called congeners so which are called impurities in a spirit you
are called impurities in a spirit you dis yeah that's again chemical little
dis yeah that's again chemical little bit of ferment you also create higher
bit of ferment you also create higher alcohols not just ethy alcohol you also
alcohols not just ethy alcohol you also create more heavier alcohols which
create more heavier alcohols which normally in a pot or a still distill you
normally in a pot or a still distill you distill out at a lower like a height
distill out at a lower like a height because it's also alcohol but evaporates
because it's also alcohol but evaporates so you you have something which is
so you you have something which is called as a distiller cut so you try to
called as a distiller cut so you try to eliminate as much as high alcohol as
eliminate as much as high alcohol as possible but in beer what we do that's
possible but in beer what we do that's why beer is the hardest because you have
why beer is the hardest because you have no room to hide you're just giving pure
no room to hide you're just giving pure fermentation so it's the hardest thing
fermentation so it's the hardest thing to do because you make a mistake anybody
to do because you make a mistake anybody will catch yeah you can make something
will catch yeah you can make something is wrong with the beer quickly you have
is wrong with the beer quickly you have to be extremely more careful in terms of
to be extremely more careful in terms of how clean you ferment these things cause
how clean you ferment these things cause you hangover yeah so the more uh
you hangover yeah so the more uh fermentation is not balanced if your
fermentation is not balanced if your distiller is not really like skilled or
distiller is not really like skilled or how you are cutting it you will actually
how you are cutting it you will actually pass on a lot more higher alcohols and
pass on a lot more higher alcohols and you know all these oil basically there's
you know all these oil basically there's a term which is called fusal
a term which is called fusal oil heav is that the same for vodka teil
oil heav is that the same for vodka teil wh whiskey is different because whiskey
wh whiskey is different because whiskey you add malt you add BMS so it is more
you add malt you add BMS so it is more like if you have a whiskey that's why if
like if you have a whiskey that's why if you say when you're young basically
you say when you're young basically start from a vodka or a gin it's easier
start from a vodka or a gin it's easier on your pellet and aftertaste whiskey
on your pellet and aftertaste whiskey you have to acquire that taste so it's
you have to acquire that taste so it's heavy so there if like the VMS the
heavy so there if like the VMS the wetted mold Spirit mold Spirit if that
wetted mold Spirit mold Spirit if that is of low maturity then it adds that
is of low maturity then it adds that hangover to you and also with the vka
hangover to you and also with the vka andin it is more clean and Tequila so
andin it is more clean and Tequila so which is the alcohol if I have the same
which is the alcohol if I have the same quantity will I get the least hangover
quantity will I get the least hangover anything which is white vka I think Beka
anything which is white vka I think Beka definitely no beer hard liquor or what
definitely no beer hard liquor or what well made beer of course yeah yeah or
well made beer of course yeah yeah or beer
beer between vodka tequila rum all three of
between vodka tequila rum all three of you I think all the white AG Spirits
you I think all the white AG Spirits versus non-age so you can say AG Spirits
versus non-age so you can say AG Spirits are difficult because of course lot of
are difficult because of course lot of things are adding on I'm going to
things are adding on I'm going to digress and ask a question one I'll come
digress and ask a question one I'll come to each of you for a second one
to each of you for a second one underrated liquor at any price point not
underrated liquor at any price point not from your own brands that one should
from your own brands that one should drink absolutely
drink absolutely brand brand like they have their own
brand brand like they have their own Brands she can't say oh he can't say
Brands she can't say oh he can't say okay he will not name any brand start
okay he will not name any brand start with start with minaki one underrated
with start with minaki one underrated category or one underrated bottle of
category or one underrated bottle of alcohol underrated I feel like M M's Ry
alcohol underrated I feel like M M's Ry is a great
is a great superbly great Ry whiskey which I feel
superbly great Ry whiskey which I feel it's it's very difficult to get your
it's it's very difficult to get your hands on and many people don't know
hands on and many people don't know about it and I feel that that's a again
about it and I feel that that's a again that's a category uh that and that
that's a category uh that and that that's a space that everybody talks
that's a space that everybody talks about Scotch whiskey and now there's
about Scotch whiskey and now there's many other whiskies of the world I feel
many other whiskies of the world I feel that is is there space for for I to do
that is is there space for for I to do more interesting for me uh one of my
more interesting for me uh one of my favorite things to drink is uh a Kari
favorite things to drink is uh a Kari soda what Kari soda like BS is 28%
soda what Kari soda like BS is 28% alcohol compari as a spirit a lot of
alcohol compari as a spirit a lot of people just have it in a Negroni uh but
people just have it in a Negroni uh but as a as a drink I think Kari is one of
as a as a drink I think Kari is one of my favorite things to drink how is it
my favorite things to drink how is it underrated though it is underrated
underrated though it is underrated because most people on a regular basis
because most people on a regular basis whether it is underrated or not like
whether it is underrated or not like um maybe the availability is less or
um maybe the availability is less or what I love a glen Goen what is that
what I love a glen Goen what is that Glen Goen it's a maltt yeah Glen Coy
Glen Goen it's a maltt yeah Glen Coy yeah Glen Coy gleny is 21 I love it well
yeah Glen Coy gleny is 21 I love it well awarded very well pleased but you don't
awarded very well pleased but you don't get it much India has availability
get it much India has availability issue I think recently I tasted maybe
issue I think recently I tasted maybe like an aged rum called mesma Indian rum
like an aged rum called mesma Indian rum aged interesting effort you know in
aged interesting effort you know in terms of like so because there's nothing
terms of like so because there's nothing happening on rum Indian Ram yeah and at
happening on rum Indian Ram yeah and at a premium price point I sipped at it at
a premium price point I sipped at it at bar and it was quite interesting in
bar and it was quite interesting in terms of product I think that's yeah
terms of product I think that's yeah because there's so much more happening
because there's so much more happening in whiskey where there's big money and
in whiskey where there's big money and there big multinational like perno Dio
there big multinational like perno Dio all launching their Indian malls now
all launching their Indian malls now it's not just Amud Paul John and um
it's not just Amud Paul John and um radico it's open up quite a lot so I
radico it's open up quite a lot so I think whiskies all Indian whiskies tend
think whiskies all Indian whiskies tend to follow a certain pattern but I found
to follow a certain pattern but I found one Paul John's Christmas bold Edition
one Paul John's Christmas bold Edition was actually a very nice Sherry oroso
was actually a very nice Sherry oroso cast finish this year's
cast finish this year's phenomenal how big are prepackaged
phenomenal how big are prepackaged cocktails ready to
cocktails ready to drink non-alcoholic cocktail
drink non-alcoholic cocktail mixers as an industry do you see scope
mixers as an industry do you see scope there for somebody to build in I I think
there for somebody to build in I I think I have a very contrary opinion on Czar
I have a very contrary opinion on Czar in general because I think what is a
in general because I think what is a czer so you know the whole idea that us
czer so you know the whole idea that us really took off with czers now the last
really took off with czers now the last three years it's Czar claw and czers
three years it's Czar claw and czers were basically Brewers who were putting
were basically Brewers who were putting simple Ena which is extra neutral
simple Ena which is extra neutral alcohol with some sparkling water and
alcohol with some sparkling water and you know just like low calorie but if
you know just like low calorie but if you look at every Indian if you go to
you look at every Indian if you go to any AATA the way every Indian is
any AATA the way every Indian is drinking he's drinking a czar on his own
drinking he's drinking a czar on his own the Americans were mixing their with
the Americans were mixing their with whis with Coke but we in India are
whis with Coke but we in India are anywhere mixing with soda and water so
anywhere mixing with soda and water so if you going to create a cza everybody's
if you going to create a cza everybody's making their own Czar here so how are
making their own Czar here so how are you even it's it's so it's it's to make
you even it's it's so it's it's to make something like that from a cultural
something like that from a cultural context might be relevant to us but it
context might be relevant to us but it will be very different in terms of
will be very different in terms of stickiness to India it's still still a
stickiness to India it's still still a very Urban basically sells as a vodka
very Urban basically sells as a vodka soda yeah I mean technically it's a
soda yeah I mean technically it's a vodka soda it's anything which is but
vodka soda it's anything which is but India we drink everything on soda but go
India we drink everything on soda but go started that right sod
started that right sod so
so anything food it could be what say you
anything food it could be what say you whatever so it could be any flavor so
whatever so it could be any flavor so what about like pre- ready cocktail mix
what about like pre- ready cocktail mix oldfashioned mix thing is the the
oldfashioned mix thing is the the distribution is still the same as as an
distribution is still the same as as an alcohol no you still have to get the
alcohol no you still have to get the same license you still have to get the
same license you still have to get the same uh distribution you have to still
same uh distribution you have to still have the same retailer and at that price
have the same retailer and at that price point if I'm picking up a pre-made at50
point if I'm picking up a pre-made at50 rupees which not come into my house on a
rupees which not come into my house on a blinket or swiy I have to go to a take
blinket or swiy I have to go to a take to pick that I rather pick up a bottle
to pick that I rather pick up a bottle of alcohol and mix it at home what's the
of alcohol and mix it at home what's the deal with wine stores across the country
deal with wine stores across the country do they make 10% my answer on this would
do they make 10% my answer on this would be different I think it's a slow burner
be different I think it's a slow burner the old fashioned one right no there's
the old fashioned one right no there's not enough players who have jumped into
not enough players who have jumped into this field you think there potential
this field you think there potential here it's only bakadi who's there is
here it's only bakadi who's there is Breezers yeah okay that's the only comp
Breezers yeah okay that's the only comp biggest Global player right
biggest Global player right now we are talking about alcoholic or
now we are talking about alcoholic or non Al
non Al has entered the game has
has entered the game has entered India H
indiaia so I think the minute competition comes in this category can
competition comes in this category can explode because the main issue here is
explode because the main issue here is the
the refrigeration what happens people want
refrigeration what happens people want it cold the liquor shops are very the
it cold the liquor shops are very the size is very small so you give them a
size is very small so you give them a fridge basically space like why beer is
fridge basically space like why beer is not
not growing
because let's let's be clear beer drinking the premium Spirits drinking
drinking the premium Spirits drinking happens at home if we go to a side car
happens at home if we go to a side car if you have expensive whiskey and cost
if you have expensive whiskey and cost 4,000 rupes for a 60 ml people think
4,000 rupes for a 60 ml people think twice but the home they'll order
twice but the home they'll order especially Co has changed that beer they
especially Co has changed that beer they want to drink on the spot and that's why
want to drink on the spot and that's why refrigeration system in our liquor
refrigeration system in our liquor stores is very less so I think the
stores is very less so I think the minute that increases I think this is a
minute that increases I think this is a category which can explode but there
category which can explode but there needs to be competition you need to
needs to be competition you need to bring in flavors you need to bring in
bring in flavors you need to bring in the business of wine stores good
the business of wine stores good business if somebody wants to start off
business if somebody wants to start off I don't have too much information on
I don't have too much information on that though like Old School win
that though like Old School win store how does it work does does it work
store how does it work does does it work on 10% margin AC has system so you would
on 10% margin AC has system so you would know better on the tender system that
know better on the tender system that happens at least in see see what happens
happens at least in see see what happens like nowadays the uh like what you seen
like nowadays the uh like what you seen in Maharashtra with the liquid gold and
in Maharashtra with the liquid gold and everything they have institutionalized
everything they have institutionalized the entire livid living liquid is uh
the entire livid living liquid is uh they have U instiz the entire uh the
they have U instiz the entire uh the experience
experience but I don't know how it operates it's
but I don't know how it operates it's not that easy but I think it's
not that easy but I think it's profitable it's very profitable and uh
profitable it's very profitable and uh if you get your maths right you should
if you get your maths right you should not get into a place where you go for
not get into a place where you go for auctions but if you have a license
auctions but if you have a license system 100% you can do a great job right
system 100% you can do a great job right but now now but usually in G it works on
but now now but usually in G it works on some bidding system and then actually
some bidding system and then actually the store doesn't pay for for
the store doesn't pay for for construction they go to a Dio they go to
construction they go to a Dio they go to perno and they say this is my space turn
perno and they say this is my space turn it around in 30 days and then it's a
it around in 30 days and then it's a full branded store of of a certain brand
full branded store of of a certain brand but I think the opportunity also is in
but I think the opportunity also is in very Niche products now in the wine
very Niche products now in the wine category because you know you can have
category because you know you can have just craft and wine bars or like you
just craft and wine bars or like you know Outlets which are very specific the
know Outlets which are very specific the license is different right it could be
license is different right it could be the same license also give an example
the same license also give an example like say for radico if we get an
like say for radico if we get an opportunity where we can enter into a
opportunity where we can enter into a liquor store business where it is coriz
liquor store business where it is coriz like you know corporates can get into it
like you know corporates can get into it licensing is not an
licensing is not an issue like the Dy every state is
issue like the Dy every state is different so you cannot generalize the
different so you cannot generalize the entire country how much is duty free
entire country how much is duty free cheaper than I know every state is
cheaper than I know every state is different but let's say Maharashtra for
different but let's say Maharashtra for example or Karnataka or Delhi what is
example or Karnataka or Delhi what is the price of dutyfree alcohol versus
the price of dutyfree alcohol versus price on ground so it depends like in in
price on ground so it depends like in in Delhi especially in a place like GGO
Delhi especially in a place like GGO alcohol is not very expensive because
alcohol is not very expensive because your taxes are lower dutyfree also takes
your taxes are lower dutyfree also takes a percentage of your sales which
a percentage of your sales which actually now from G to dutyfree there's
actually now from G to dutyfree there's not too much difference at least from
not too much difference at least from gooda to a Delhi dutyfree no you're
gooda to a Delhi dutyfree no you're talking about a dutyfree say a Mumbai
talking about a dutyfree say a Mumbai and a Mumbai dutyfree airport or what
and a Mumbai dutyfree airport or what are you no no I'm talking about Mumbai
are you no no I'm talking about Mumbai airport dutyfree versus Mumbai retail
airport dutyfree versus Mumbai retail shop yeah that so let's give an example
shop yeah that so let's give an example say rampur in the Mumbai duty free would
say rampur in the Mumbai duty free would be
be 8,500 and in the retail
8,500 and in the retail 12,000 but delh to uh Delhi Duty fee to
12,000 but delh to uh Delhi Duty fee to Gan would not be that different comp
Gan would not be that different comp talking about the state versus the
talking about the state versus the dutyfree airport uh Bombay to a Bombay
dutyfree airport uh Bombay to a Bombay Airport would be uh higher difference
Airport would be uh higher difference versus a Delhi to a
versus a Delhi to a good and online delivery of alcohol make
good and online delivery of alcohol make it happen e-commerce what is the issue
it happen e-commerce what is the issue with it are some people doing it some
with it are some people doing it some people not doing it so West got a
people not doing it so West got a license it's a State subject so uh say
license it's a State subject so uh say West Bengal has agreed to it and is
West Bengal has agreed to it and is making money off it which is intelligent
making money off it which is intelligent of them but then some online would be
of them but then some online would be what only 5% or hardly yeah but the fact
what only 5% or hardly yeah but the fact that they've made it easy for for for
that they've made it easy for for for all of us but
all of us but I have living liquids in Bombay also
I have living liquids in Bombay also does something uh with online delivery W
does something uh with online delivery W it move power away from you guys to the
it move power away from you guys to the large e-commerce aggregators like it
large e-commerce aggregators like it like it does for other products like
like it does for other products like fashion okay I I'll change that what
fashion okay I I'll change that what happens like say the women they can't go
happens like say the women they can't go to a store so the consumers it'll
to a store so the consumers it'll expand what margins we are giving to the
expand what margins we are giving to the retail or for anything is the same thing
retail or for anything is the same thing but the distribution becomes very easy
but the distribution becomes very easy but what is to be said that Amazon
but what is to be said that Amazon tomorrow will not start a khur instead
tomorrow will not start a khur instead of rampur and push that higher up in
of rampur and push that higher up in their algorithm see if you see glob if
their algorithm see if you see glob if you see globally H online retail when it
you see globally H online retail when it was covid London everywhere it was on
was covid London everywhere it was on except India 45 days we were dry that's
except India 45 days we were dry that's why the media if you see they made a
why the media if you see they made a huckus about it but anything which is
huckus about it but anything which is say food there would be so much of Q so
say food there would be so much of Q so online delivery was there is prevalent
online delivery was there is prevalent in us everywhere but as a kpur or a
in us everywhere but as a kpur or a nagpur or a
nagpur or a rampur Amazon has not been able to
rampur Amazon has not been able to deliver that because alcohol production
deliver that because alcohol production is very different from a commodity a
is very different from a commodity a brand is different it's a luxury it's
brand is different it's a luxury it's experience you're saying if it goes
experience you're saying if it goes online will you go to an aggregator or
online will you go to an aggregator or will you want to do the delivery
will you want to do the delivery yourself no if I become a delivery guy
yourself no if I become a delivery guy like say
like say Amazon but then it's a different kettle
Amazon but then it's a different kettle of the logistic can happen through an
of the logistic can happen through an e-commerce player but brand Ming will
e-commerce player but brand Ming will still happen offline of course you'll go
still happen offline of course you'll go to an aggregator why won't you I mean
to an aggregator why won't you I mean you want to open it up you would want to
you want to open it up you would want to open up to everybody else and why would
open up to everybody else and why would you not see as long as the aggregator is
you not see as long as the aggregator is making a let's say agreeable sum which
making a let's say agreeable sum which is always a point of contention with
is always a point of contention with aggregators right so if they take a
aggregators right so if they take a decent sum out of your business and give
decent sum out of your business and give you the increase your width of
you the increase your width of distribution recy happens faster and
distribution recy happens faster and easier this is cash right this is retail
easier this is cash right this is retail so this is a cash and carry situation I
so this is a cash and carry situation I mean I why would you not I think it be
mean I why would you not I think it be fining Finance your inventory it's a
fining Finance your inventory it's a great see big biggest problem here is
great see big biggest problem here is legales it's like saying that anybody
legales it's like saying that anybody above legal drinking age below legal
above legal drinking age below legal drinking age cannot be and then you'll
drinking age cannot be and then you'll have these kids who are ordering alcohol
have these kids who are ordering alcohol all of that like who was regulating
versus the logistics like a a kid can today order a burger but a kid cannot
today order a burger but a kid cannot order a gin there is a whole lot of you
order a gin there is a whole lot of you know there would be a margin problem in
know there would be a margin problem in my opinion because if you give too much
my opinion because if you give too much power to the aggregator let's say the
power to the aggregator let's say the Blended margin for a successful brand in
Blended margin for a successful brand in the retail is somewhere around 12 to 15%
the retail is somewhere around 12 to 15% including your trade scheme nobody goes
including your trade scheme nobody goes beyond that unless you are a very early
beyond that unless you are a very early brand and it's a push sale that's a
brand and it's a push sale that's a completely different equation so any
completely different equation so any Aggregate and the cost of selling liquor
Aggregate and the cost of selling liquor at a te or a liquor outlet is very
at a te or a liquor outlet is very frugal the employment structure the
frugal the employment structure the salaries everything the cost of volume
salaries everything the cost of volume versus the money invested to do that
versus the money invested to do that transaction is less and it's also so
transaction is less and it's also so when you do the delivery model and you
when you do the delivery model and you start adding that extra cost I think
start adding that extra cost I think somewhere around you you're already
somewhere around you you're already having your back towards the wall when
having your back towards the wall when it comes to margins for liquor companies
it comes to margins for liquor companies if it stretches to what zomato swiggy do
if it stretches to what zomato swiggy do or 25% then it becomes very very
or 25% then it becomes very very unviable and that's almost like how us
unviable and that's almost like how us large big you know box retailers operate
large big you know box retailers operate where they have far more leverage they
where they have far more leverage they make distribution easy for you but then
make distribution easy for you but then it's also kind of like pregamed here you
it's also kind of like pregamed here you still have a great opportunity if you
still have a great opportunity if you understand the Nuance of the market you
understand the Nuance of the market you go granular you hack you play one one
go granular you hack you play one one one market where it's easy there's still
one market where it's easy there's still so many low-lying fruits I think what
so many low-lying fruits I think what happens if import Duty on foreign liquor
happens if import Duty on foreign liquor I read somewhere that the percentage is
I read somewhere that the percentage is going down 150 to 30 yeah can Indian
going down 150 to 30 yeah can Indian alcohol compete with International
alcohol compete with International alcohol s any kind of
alcohol s any kind of Duty if it comes down to 30 it'll be
Duty if it comes down to 30 it'll be tough competition they've said no it'll
tough competition they've said no it'll be phased to 30% over 3 years no no
be phased to 30% over 3 years no no right now it is 150 50% it'll come down
right now it is 150 50% it'll come down to 100 in one year one year next year no
to 100 in one year one year next year no that's what I don't know they're
that's what I don't know they're planning or whatever it is and then in 5
planning or whatever it is and then in 5 Seven Years it'll come down to
Seven Years it'll come down to 50% so today also if you see Indian
50% so today also if you see Indian production are priced higher like say
production are priced higher like say our malt is priced higher than any of
our malt is priced higher than any of the uh the well-known malts also it's
the uh the well-known malts also it's very so price perception has become
very so price perception has become different also what happens like lot of
different also what happens like lot of Indian companies are importing lot of
Indian companies are importing lot of scotch from outside yeah so that value
scotch from outside yeah so that value comes down straight away the profit goes
comes down straight away the profit goes up so I think it is like it's it's good
up so I think it is like it's it's good for the economy it has to be a balanced
for the economy it has to be a balanced and it'll be healthy yeah like for for
and it'll be healthy yeah like for for example for bars it's it's worse for me
example for bars it's it's worse for me to buy Indian Brands versus buying
to buy Indian Brands versus buying International Brands can you imagine
International Brands can you imagine like this is this is so funny so I have
like this is this is so funny so I have to buy a case minimum case is case could
to buy a case minimum case is case could be six or 12 whatever that you know your
be six or 12 whatever that you know your your packaging is and you have to pay
your packaging is and you have to pay more taxes to buy Indian Brands which
more taxes to buy Indian Brands which are Made in India versus I if I buy a
are Made in India versus I if I buy a scotch and a gin some somewhere else I
scotch and a gin some somewhere else I actually why is that but because I'm
actually why is that but because I'm actually buying far more quantity like
actually buying far more quantity like my quantity in up we are done so you can
my quantity in up we are done so you can buy a bottle in Delhi you have to buy 12
buy a bottle in Delhi you have to buy 12 bottles so buy single bottle I can't buy
bottles so buy single bottle I can't buy single bottle of ramp if I buy I have to
single bottle of ramp if I buy I have to buy 12 which basically means look at my
buy 12 which basically means look at my inventory so I'm sitting on 12 bottles
inventory so I'm sitting on 12 bottles and I have to sell it for whenever time
and I have to sell it for whenever time whichever time it takes me to sell for a
whichever time it takes me to sell for a Brands especially for super premium and
Brands especially for super premium and premium brand is very tough like they
premium brand is very tough like they come and say okay buy two and the rest
come and say okay buy two and the rest are free which is terrible for them like
are free which is terrible for them like as as as as makers of the brand right I
as as as as makers of the brand right I mean they don't want to give it for free
mean they don't want to give it for free and I don't want to buy it for free I
and I don't want to buy it for free I can sell it right so it's terrible it's
can sell it right so it's terrible it's terrible overall for the Indian Brands I
terrible overall for the Indian Brands I feel to sell in uh sell in on
feel to sell in uh sell in on trade
trade interesting I think we've covered
interesting I think we've covered everything like can you guys think of
everything like can you guys think of something a young person starting off
something a young person starting off will need that we haven't spoken about
will need that we haven't spoken about yet I think if you can just touch upon
yet I think if you can just touch upon like how does one go and get a um get
like how does one go and get a um get registered to sell in a state like I
registered to sell in a state like I would want to know that
would want to know that myself like I've got the product made
myself like I've got the product made I've got my co-packer now it's done Goa
I've got my co-packer now it's done Goa product ready next May how do I go to
product ready next May how do I go to Delhi and who do I go to which
Delhi and who do I go to which department how do I go about that
department how do I go about that process to get my brand registered and
process to get my brand registered and who do I go and
who do I go and pay no no you don't have to pay anyone
pay no no you don't have to pay anyone it's all official but what happens
it's all official but what happens official only how do who which
official only how do who which department excise excise Department you
department excise excise Department you have to get your label registered like
have to get your label registered like every state has a different
every state has a different and for every state by the way like like
and for every state by the way like like say every state is as I said 28 states
say every state is as I said 28 states are like 28 different countries
are like 28 different countries Karnataka you go when you register
Karnataka you go when you register excise will put your label for 40 days
excise will put your label for 40 days someone if someone objects they will say
someone if someone objects they will say no there is a criteria once you get then
no there is a criteria once you get then you get registered then you supply your
you get registered then you supply your material Goa it is easier yeah go it is
material Goa it is easier yeah go it is the easiest up then in certain states
the easiest up then in certain states you have to once a year the label you
you have to once a year the label you can apply if you take the pricing you
can apply if you take the pricing you cannot increase the pricing if the
cannot increase the pricing if the government does not allow you to so
government does not allow you to so every state has a different uh uh uh
every state has a different uh uh uh system so label has to be different for
system so label has to be different for every state No Label has to be same but
every state No Label has to be same but suppose if you have a different pricing
suppose if you have a different pricing then the descriptor Etc has has
then the descriptor Etc has has different pricing the
different pricing the EDP the EDP means X distill
EDP the EDP means X distill price okay so that has to be like
price okay so that has to be like certain states have that you have to
certain states have that you have to have the lowest price the lowest EDP
have the lowest price the lowest EDP it's another math wants the lowest has
it's another math wants the lowest has always wanted the lowd wants the lowest
always wanted the lowd wants the lowest so they ask for it they say are we the
so they ask for it they say are we the cheapest in India only then you can
cheapest in India only then you can register so you have to claim it like
register so you have to claim it like and you have to actually say no I'm the
and you have to actually say no I'm the cheapest with you so it's like you going
cheapest with you so it's like you going to 10 markets and then saying I'm the
to 10 markets and then saying I'm the cheapest with you but so then you have
cheapest with you but so then you have to follow through right you can't also
to follow through right you can't also cheat on how can you be the cheapest
cheat on how can you be the cheapest with 10 no like you or ex distiller
with 10 no like you or ex distiller price let's say is 11100 for Goa but you
price let's say is 11100 for Goa but you only have 250 R in taxation which is the
only have 250 R in taxation which is the lowest then your price becomes 14450
lowest then your price becomes 14450 1350 but let's say you are in Delhi and
1350 but let's say you are in Delhi and you have to pay another 1,000 rupees
you have to pay another 1,000 rupees then you go 2100 so your MRP on the
then you go 2100 so your MRP on the consumer end will be different but you
consumer end will be different but you could be cheapest in both the states at
could be cheapest in both the states at the same time but because of the tax
the same time but because of the tax because of the also the excise policies
because of the also the excise policies in certain states determine that you
in certain states determine that you cannot have differential pricing in
cannot have differential pricing in different states they want to regulate
different states they want to regulate it to that so like for example do you
it to that so like for example do you have a person in your company who does
have a person in your company who does this for you or who policies you no I
this for you or who policies you no I think eventually everybody learns I mean
but the state you have all the state head it's like a it's a I'm talking
head it's like a it's a I'm talking about people from Z to one like if I
about people from Z to one like if I want to start something I would not know
want to start something I would not know where to go to um and understand this
where to go to um and understand this taxation I think you know my personal
taxation I think you know my personal experience has been like so when I was
experience has been like so when I was just to ask a question
just to ask a question is to Spirits you have to be initially
is to Spirits you have to be initially is easier yeah okay and is it easier in
is easier yeah okay and is it easier in low ABV to Spirits huh no no it's the
low ABV to Spirits huh no no it's the same for everyone but I think you know
same for everyone but I think you know when you it's a government department so
when you it's a government department so you know you probably so I'll tell you
you know you probably so I'll tell you one experience of mine so when I was
one experience of mine so when I was just starting out and we didn't have a
just starting out and we didn't have a policy or a license to allow you to
policy or a license to allow you to bottle so literally go and like you know
bottle so literally go and like you know work with every little desk in the
work with every little desk in the excise Department from one step to the
excise Department from one step to the other so I spent literally 6 months in
other so I spent literally 6 months in the Goa excise Department Department I
the Goa excise Department Department I would go every morning after quitting my
would go every morning after quitting my job 9:00 to 6:00 and one day there was a
job 9:00 to 6:00 and one day there was a fire that broke out in that excise
fire that broke out in that excise office so the commissioner came out and
office so the commissioner came out and he did a roll call because of the
he did a roll call because of the employees and he said
Brewing I've gone through all this you know so so it is that level of you know
know so so it is that level of you know to you understand once you know then you
to you understand once you know then you got a favorable policy which allowed you
got a favorable policy which allowed you to do it but you had to literally go and
to do it but you had to literally go and convince people that you know you want
convince people that you know you want to do this and that's how government
to do this and that's how government departments the same thing like what
departments the same thing like what what they face in building uh products I
what they face in building uh products I face that in doing events absolutely
face that in doing events absolutely yeah so in a place like Delhi Delhi is
yeah so in a place like Delhi Delhi is great to do events good Gau for example
great to do events good Gau for example if I do a sale of two cres of alcohol
if I do a sale of two cres of alcohol from an event right I have to pay 18%
from an event right I have to pay 18% vat upfront of total salable amount
vat upfront of total salable amount beforehand to the government even though
beforehand to the government even though I'm giving free stock secondly in a
I'm giving free stock secondly in a place like Bangalore they cannot give me
place like Bangalore they cannot give me free stock I have to physically go as a
free stock I have to physically go as a event owner go and buy stock which will
event owner go and buy stock which will be block of about 50 to 60 lakh rupees
be block of about 50 to 60 lakh rupees of mine before the event so they and
of mine before the event so they and they look they look at you like you're
they look they look at you like you're doing something wrong why you picking up
doing something wrong why you picking up 600 cases of alcohol for an event what
600 cases of alcohol for an event what type of event are you doing not for him
type of event are you doing not for him he's they look at you very differently
he's they look at you very differently so whenever I go to the offices Because
so whenever I go to the offices Because by the end of a license have get taken
by the end of a license have get taken on my name you know when you come on
on my name you know when you come on manufacturing you have hologram you have
manufacturing you have hologram you have track and Trace you have so many things
track and Trace you have so many things and it keeps changing it's it's like a
and it keeps changing it's it's like a is duplication a big problem for you see
is duplication a big problem for you see duplication now what has happened
duplication now what has happened is each state as you rightly said the
is each state as you rightly said the figure 22% of Up's Revenue everyone is
figure 22% of Up's Revenue everyone is so dependent on the excise revenue and
so dependent on the excise revenue and if any state has to succeed they don't
if any state has to succeed they don't allow duplicacy so this was a problem 15
allow duplicacy so this was a problem 15 20 years back when I started work now
20 years back when I started work now it's gone minimal but you can see some
it's gone minimal but you can see some Progressive changes like absolutely
Progressive changes like absolutely we've seen like even in Delhi everything
we've seen like even in Delhi everything now that since I mean we've been
now that since I mean we've been operating in Dei and it had it went
operating in Dei and it had it went online it was great it was barcoded
online it was great it was barcoded everything which is like it was so much
everything which is like it was so much easier for us to pick up stuff from
easier for us to pick up stuff from retail pay size and then deal with the
retail pay size and then deal with the retailers like our life became so much
retailers like our life became so much simpler detailer at a point time yeah
simpler detailer at a point time yeah yeah exactly so what I'm saying is there
yeah exactly so what I'm saying is there are really like you know small changes
are really like you know small changes which keep happening and we've seen that
which keep happening and we've seen that over a period of time basically we
over a period of time basically we should be like the software industry
should be like the software industry like Bangalore Karnataka where the
like Bangalore Karnataka where the government didn't interfere Beyond a
government didn't interfere Beyond a point and the industry flourished so the
point and the industry flourished so the minute if we pay Revenue have the excise
minute if we pay Revenue have the excise check at the point of the factory at the
check at the point of the factory at the revenue and let it live open it up yeah
revenue and let it live open it up yeah same thing open a bar man like 30
same thing open a bar man like 30 license sorry 30 licenses it's a lot of
license sorry 30 licenses it's a lot of licenses so I mean we know how much it
licenses so I mean we know how much it takes to
takes to even packing you still good when you're
even packing you still good when you're building your own dis the licenses are
building your own dis the licenses are like chemical and fire to understand one
like chemical and fire to understand one a like on the other side like you
a like on the other side like you invting to sell food liquor can make too
invting to sell food liquor can make too much money or is it like like
much money or is it like like a how do I say it's like
a how do I say it's like a it's like a like like the liquor
a it's like a like like the liquor industry like people have a feeling that
industry like people have a feeling that you know it makes too much money or it's
you know it makes too much money or it's very easy to make money yeah what do you
very easy to make money yeah what do you feel I don't think so the number of
feel I don't think so the number of brands that have shut down during covid
brands that have shut down during covid is Testament to how difficult it is to
is Testament to how difficult it is to make money in the liquor industry also
make money in the liquor industry also in the bar industry I feel very few
in the bar industry I feel very few people make money yeah uh but the ones
people make money yeah uh but the ones who make money and succeed for a
who make money and succeed for a prolonged period will continue will
prolonged period will continue will probably make a lot more money which is
probably make a lot more money which is fair it's
fair it's capitalism right gradual distribution
capitalism right gradual distribution exactly
exactly I think survival of the fittest yeah
I think survival of the fittest yeah eventually yeah yeah no but isn't that
eventually yeah yeah no but isn't that true for every every indry is that true
true for every every indry is that true for every industry like you have to be
for every industry like you have to be resilient okay last part of today is at
resilient okay last part of today is at the end of every podcast every show we
the end of every podcast every show we have something that we do to the young
have something that we do to the young Community we've been speaking to
Community we've been speaking to throughout so we all allocate a certain
throughout so we all allocate a certain amount of money it can be anything it
amount of money it can be anything it can be 100 rupees it can be x amount and
can be 100 rupees it can be x amount and then we will all get together and
then we will all get together and together decide which young startup in
together decide which young startup in Liquor Bar fantastic events to invest in
Liquor Bar fantastic events to invest in so I'm just going to go around ask you
so I'm just going to go around ask you guys to commit some amount of money we
guys to commit some amount of money we can start with surage I'll commit like
can start with surage I'll commit like five lakhs you can make it anything you
five lakhs you can make it anything you can make huh 20 yeah yeah I'll match
can make huh 20 yeah yeah I'll match five lakhs okay yeah okay five what are
five lakhs okay yeah okay five what are we doing though is it a we making little
we doing though is it a we making little 40 55 like really tiny no but it's seed
40 55 like really tiny no but it's seed investment can get you a it can get you
investment can get you a it can get you started off with a co- packing because
started off with a co- packing because not setting up a disy unfortunately just
not setting up a disy unfortunately just find a bright kid like a really bright
find a bright kid like a really bright kid who has potential to build something
kid who has potential to build something give him this money and say go explore
give him this money and say go explore that would and we'll figure out who the
that would and we'll figure out who the kid is together probably come from you
kid is together probably come from you guys cuz you know more people here than
guys cuz you know more people here than I do nice okay thank you everyone for
I do nice okay thank you everyone for coming I hope you all had fun and last
coming I hope you all had fun and last thank you so much for having us yeah
thank you so much for having us yeah thank you so much we work together look
thank you so much we work together look forward to working with all of you for
forward to working with all of you for both of us in one day
both of us in one day or have to do a Delhi un and then a un
or have to do a Delhi un and then a un no at least I made three friends yeah
no at least I made three friends yeah absolutely done thanks guys thank you
absolutely done thanks guys thank you you lovely
you lovely [Music]
[Music] super is in yeah this state too St go
Video के उस moment पर जाने के लिए कोई भी text या timestamp click करें
Share करें:
ज्यादातर transcripts 5 सेकंड से कम में तैयार
एक Click में Copy125+ भाषाएंContent Search करेंTimestamps पर जाएं
YouTube URL Paste करें
कोई भी YouTube video link डालें और पूरा transcript पाएं
Transcript निकालें
ज्यादातर transcripts 5 सेकंड से कम में तैयार
हमारा Chrome Extension लें
YouTube छोड़े बिना transcript तुरंत पाएं। हमारा Chrome extension install करें और watch page पर ही किसी भी video का transcript one-click में access करें।
Chrome Extension