Tag: Beverage Industry

Ajay Shetty on Salud Beverages’ Growth, Unique Offerings, and Future in the RTD Market

StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.

The beverages market in India is projected to grow by 3.43% from 2025 to 2029, resulting in a market volume of $4.6bn by 2029. The industry is experiencing a growing demand for premium, innovative, and ready-to-drink (RTD) products that fit modern consumer lifestyles. One company leading the way is Salud Beverages, a brand that has redefined social drinking with its unique range of RTD beverages.

In this edition of Recap’24, we spotlight Mr. Ajay Shetty, Founder, and CEO of Salud Beverages Private Limited. From conceptualising the idea to creating one of India’s most exciting lifestyle brands, Shetty shares valuable insights into the company’s journey, key milestones, and vision for the future of the RTD beverage market.

StartupTalky: Could you briefly share the story behind Salud Beverages and how it evolved from an idea to a leading RTD lifestyle brand in India?

Mr. Shetty: Salud Beverages was founded with the vision of creating a unique ready-to-drink (RTD) beverage that combines convenience, innovation, and lifestyle. Recognizing a gap in India’s beverage market for premium, pre-mixed drinks that cater to evolving consumer preferences, Salud set out to redefine social drinking experiences.

The brand’s journey began with its flagship product, Salud G&T 2.0, a refreshing gin and tonic crafted with high-quality ingredients and a focus on simplicity and flavor. The brand now emphasizes its dynamic range of flavored RTD beverages, including Salud Cranberry, Viking, and Fiesta. Each variant is crafted to deliver a distinct and refreshing experience that caters to diverse palates, reinforcing Salud’s commitment to innovation and quality.

In addition to beverages, Salud is also focused on strengthening its merchandise category. Recognizing the growing consumer desire for lifestyle products that reflect personal style and brand affinity, Salud is creating a curated range of premium merchandise. This includes clothing and accessories designed to embody the brand’s ethos of fun, freedom, and modern living. The merchandise line complements Salud’s core products, fostering a holistic brand experience that resonates with its community of young, trend-conscious consumers.

From its inception, Salud positioned itself as more than just a beverage company—it embraced a lifestyle ethos that resonates with the millennial and Gen Z audience. Its identity blends music, fashion, and culture, fostering a dynamic community around the brand. Collaborating with artists, hosting events, and curating experiences, Salud quickly grew into a lifestyle-driven label with a global outlook.

With a strategic focus on beverage innovation and a growing merchandise line, Salud is creating a holistic brand ecosystem. This approach positions Salud as more than a drinks label—it’s a cultural force at the intersection of premium beverages, contemporary fashion, and modern living.

StartupTalky: What are the key trends and opportunities shaping the Ready-to-Drink (RTD) beverage market in India?

Mr. Shetty: The Indian beverage market is undergoing a dynamic transformation, driven by changing consumer preferences that emphasize convenience, wellness, and premium experiences. Modern consumers, particularly millennials and Gen Z, are no longer looking for just a drink to quench their thirst—they seek products that resonate with their values and enhance their lifestyles. This shift has fueled the growth of the RTD (Ready-to-Drink) segment, which offers the perfect blend of convenience, premium quality, and innovative flavors.

With an increasing preference for mindful indulgence, RTDs have become the drink of choice for social gatherings and casual occasions, offering a balance of exciting flavors and ease of consumption. The rising demand for conscious, low-alcohol, and functional beverages reflects a growing focus on wellness, pushing brands to innovate and expand their portfolios to remain relevant.

In this rapidly evolving market, brands that prioritize premiumization, conscious options, and lifestyle-driven experiences are gaining traction. Today’s consumers seek more than just products—they value experiences that foster community, connection and shared passions. This shift from a product-centric approach to an experience-driven strategy is a defining trend in the industry, with success relying on meaningful engagement, the creation of brand loyalty, and the ability to adapt to future trends.

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StartupTalkyVivek Dev Jacob

StartupTalky: How has the Indian consumer’s approach to RTD beverages changed in recent years, and how does Salud cater to these shifts?

Mr. Shetty: In recent years, the Indian consumer’s approach to RTD beverages has shifted significantly, reflecting broader changes in lifestyle, preferences, and wellness. Modern consumers, particularly millennials and Gen Z, are increasingly seeking convenience without compromising on quality. They are moving away from traditional, heavy alcoholic drinks in favor of lighter, ready-to-consume options that are both indulgent and mindful. This shift is accompanied by a growing demand for low-alcohol and functional beverages that align with their wellness goals.

Additionally, there is an increasing preference for premium, unique, and flavor-forward experiences in RTDs, as consumers are looking for drinks that offer more than just refreshments but also enhance their social and lifestyle experiences. As a result, RTDs are becoming more popular for casual consumption, house parties, and social gatherings where convenience and quality are paramount.

Salud Beverages has effectively tapped into these evolving consumer preferences by offering a range of premium, innovative RTD products that cater to the changing demands of the modern Indian drinker. The brand’s focus on creating high-quality, ready-to-serve beverages with unique flavor profiles positions Salud as a go-to brand for consumers looking for a balance of convenience and indulgence.

Salud’s portfolio, which includes drinks like Salud Cranberry, Fiesta, and Viking, offers a refreshing take on classic beverages. Additionally, Salud’s efforts to build a strong merchandise category and connect with consumers through experiences, such as branded events and collaborations, reflect the growing trend of lifestyle-driven consumption. By staying attuned to the needs of today’s conscious, experience-driven consumers, Salud is continuing to shape the future of the RTD market in India.

StartupTalky: Your production model leverages leased facilities. How has this strategy helped Salud scale operations while maintaining profitability?

Mr. Shetty: Salud operates through a leased production model, enabling the company to scale operations efficiently while maintaining profitability. This approach eliminates the need for significant upfront investments and the time required to build and own a distillery, allowing Salud to focus on product innovation and market expansion. Despite leveraging leased facilities, the company retains full ownership of its products, branding, and operations, ensuring complete control and consistency across all offerings.

StartupTalky: How was 2024 for Salud? What new products were added, and how did they perform?

Mr. Shetty: Last year, Salud focused heavily on expanding both its Ready-to-Drink (RTD) beverage offerings and merchandise category, with a strategic emphasis on strengthening the lifestyle aspect of the brand.

The RTD segment continued to thrive as consumer demand for convenient, high-quality, and innovative beverages grew. Salud maintained its position as a leader in this space with products like Salud Cranberry, Fiesta, and Viking, which offered a mix of premium flavors, quality, and ease of consumption. These RTDs cater to the growing trend of indulgent yet mindful drinking, appealing particularly to the millennial and Gen Z audiences who seek both convenience and wellness in their beverages.

Building on their success in RTD beverages, Salud launched limited-edition collections during the holiday season, specifically designed to appeal to Gen Z and Millennials. These ranges were a significant part of their strategy to diversify and connect with broader audiences. These unique, limited-edition collections generated significant excitement and bolstered Salud’s presence in both the RTD beverage and lifestyle categories.

This dual focus on innovative beverages and exclusive merchandise helped Salud not only expand its product offerings but also strengthen its cultural relevance, positioning itself as more than just a beverage brand but as a lifestyle movement.

StartupTalky: Salud has expanded into lifestyle merchandising and NFTs. How do these offerings align with your brand’s vision and consumer engagement strategy?

Mr. Shetty: Salud’s expansion into lifestyle merchandising and NFTs is a natural extension of the brand’s vision to not only provide premium beverages but also create a holistic cultural experience that resonates deeply with its community. At the core of Salud’s identity is a commitment to blending beverages, fashion, music, and pop culture into a unified lifestyle brand. This approach ensures that consumers are not just purchasing a product but are becoming part of a larger, shared experience that celebrates individuality and modern living.

The lifestyle merchandising initiative—featuring exclusive apparel, accessories, and collaborations—strengthens this brand ethos by offering products that align with the values and passions of Salud’s audience. This shift goes beyond traditional product offerings, creating a deeper connection with the consumer, and allowing them to engage with the brand in different ways, whether through fashion, experiences, or events.

Moreover, Salud’s foray into NFTs taps into the growing trend of digital ownership and collectibles, engaging tech-savvy and culturally aware consumers who are increasingly seeking exclusive, digital-first products. NFTs provide an innovative avenue for the brand to offer unique, limited-edition digital assets that resonate with the lifestyle of the modern consumer.

Both initiatives—merchandising and NFTs—are key components of Salud’s broader engagement strategy, designed to build community, foster loyalty, and position the brand as a cultural movement rather than just a beverage company.

StartupTalky: What challenges have you faced in the RTD industry, and how did you overcome them to make Salud successful?

Mr. Shetty: In the RTD (Ready-to-Drink) industry, Salud has faced several challenges, particularly in adapting to the rapidly changing market and understanding diverse consumer preferences.

One of the key hurdles was ensuring that our products aligned with the evolving tastes and expectations of modern consumers. As younger, urban consumers increasingly demand convenience, premium quality, and innovative flavors, Salud needed to stay ahead of these trends while maintaining the authenticity of our brand. We tackled this challenge by investing heavily in research and product innovation, ensuring that our RTD offerings not only met but exceeded consumer expectations for flavor, quality, and convenience.

Another significant challenge was navigating the complex regulatory landscape in India. Each state has its own set of regulations governing production, labeling, and distribution, which made compliance a careful and often time-consuming process. We overcame this challenge by building a strong understanding of the regulations in each market we entered and collaborating closely with local partners to ensure smooth operations.

Moreover, building a reliable distribution network was crucial. The RTD market is highly competitive, and finding trustworthy local distributors who aligned with our values was essential. By focusing on strategic partnerships and continuously adapting to market dynamics, we were able to successfully position Salud as a leading RTD brand in India. Our commitment to offering high-quality, innovative, and convenient products helped us not only overcome these challenges but thrive in the competitive RTD landscape.

StartupTalky: What are your plans to expand into new markets and launch new products to keep growing Salud?

Mr. Shetty: At Salud, we are actively focused on expanding our presence both locally and internationally to fuel our growth. Domestically, our strategy involves strengthening our footprint in key markets such as Pondicherry, Haryana, Rajasthan, Telangana, and Punjab. Internationally, we’re making significant strides through strategic partnerships that allow us to reach global audiences.

A pivotal step in our global expansion is our distribution agreement with Maritime and Mercantile International (MMI), a part of the Emirates Group. This 11-country, intercontinental partnership, starting with a successful launch in the United Arab Emirates, paves the way for further international growth. Moving forward, we aim to explore new markets that align with our brand ethos and premium offerings, targeting regions with a strong demand for high-quality spirits and RTD beverages.

Our expansion plans are guided by in-depth market research, localized marketing strategies, and scalable distribution channels to ensure that Salud resonates with diverse consumer bases while maintaining our brand’s core values. We are also actively seeking partnerships and collaborations that enable us to connect with international audiences on a deeper level.

On the product front, our commitment to innovation drives us to continuously develop new flavors and premium offerings that cater to the evolving preferences of our consumers. As part of this vision, we are thrilled to announce the launch of our brand-new Salud Shots in Goa. These shots are designed to resonate with our audience, seamlessly aligning with our expansion and product strategies.

By delivering an immersive and premium lifestyle experience, we aim to position Salud for global growth and make a lasting impact on the beverage industry.

Spirited Growth of India’s Alcohol Market

The growth of the alcohol market in India has been remarkable, driven by evolving lifestyles, urbanization, and the expanding middle class.

StartupTalkyNadeesh Kareemdathil

StartupTalky: As a founder, what advice would you give to entrepreneurs entering the RTD market or similar industries?

Mr. Shetty: As a founder, one of the most valuable lessons I’ve learned is the importance of perseverance and adaptability. Challenges are inevitable in any venture, but your ability to navigate setbacks and stay resilient will define your success. Stay focused on your vision while remaining open to pivoting when necessary.

Understanding your market and customers is critical—seek feedback, listen to your audience, and consistently improve your product to meet their needs. While passion is essential, it’s equally important to approach business decisions with a level head. Keep emotions in check, maintain a strategic mindset, and view both successes and failures as opportunities to learn and grow.

Entering the RTD market or similar industries requires a balance of creativity, market insight, and a commitment to delivering quality, all while staying agile in the face of change.

Explore more Recap’24 Interviews here.

January 24, 2025
How Paper Boat Sailed Through the Beverage Storm: From Childhood Memories to Drink Dominance

In the vast ocean of the Indian beverage industry, where giants like Pepsi and Dabur hold the fort, a small paper boat has managed to not only stay afloat but also make waves. In the realm of India’s beverage industry, Paper Boat stands as a unique and nostalgic phenomenon, tracing its roots back to the simple joy of sipping Aam Panna during hot Indian summers. Co-founded by visionaries Neeraj Kakkar, James Nutall, Suhas Misra, and Neeraj Biyani, the brand emerged not merely as a business venture but as a mission to preserve the fading essence of homemade drinks from childhood.

This nostalgic journey officially began in August 2013 when Paper Boat launched its national debut, featuring the flavors Jaljeera and Aam Panna. The brand’s nomenclature was meticulously chosen to evoke memories of crafting paper boats during monsoons—a universal childhood experience resonating with accomplishment and nostalgia.

Embracing Innovation and Defying Categories
Innovation, Sustainability, and Packaging Excellence
Scaling Challenges, Strategic Growth, and Market Dominance
The David vs. Goliath Battle
Resisting Acquisition Temptations and Soaring Revenues
Paper Boat’s Success Formula

Embracing Innovation and Defying Categories

Unlike traditional soft drink market players dominated by carbonated, sports, and energy drinks, Paper Boat adopted a revolutionary approach by introducing Indian ethnic drinks. It carved a niche for itself, filling a void that had long existed in the market. The authenticity of Paper Boat’s offerings became its competitive edge, positioning it as a premium brand that refrains from preservatives, artificial colors, or carbonation. The brand’s commitment to sourcing high-quality local spices, fruits, flowers, and pulses underscored the significance of a robust supply chain.

Innovation, Sustainability, and Packaging Excellence

Innovation has been at the heart of Paper Boat’s success story. Drawing inspiration from diverse sectors, including technology and fast fashion, the brand valued customer feedback, leading to continuous adaptation and product improvement. Special editions launched during festivals, akin to the fast fashion model, garnered positive responses, enriching the brand’s repertoire.

The packaging of Paper Boat played a pivotal role, earning it The India Story Design Award for Packaging Design. The doypacks, resembling paper, offered a unique and user-friendly experience, reflecting the brand’s commitment to simplicity and purity. The patented conical cap, serving as both pilfer-proof and visually aligned with the package, enhanced the overall consumer experience.

Scaling Challenges, Strategic Growth, and Market Dominance

Despite initial challenges of overwhelming demand outpacing production capabilities, Paper Boat’s strategic growth unfolded with significant support from Infosys Chief Narayan Murthy. The infusion of Rs. 182 crore from Murthy’s office, Catamaran Ventures, and Sequoia Capital in July 2015 facilitated the establishment of a second factory in Mysuru, ramping up production to 380 bottles per minute.

Paper Boat’s market dominance became evident as it reached a revenue of Rs. 69 crore by 2017, further solidifying its position through strategic moves like introducing “Sugarcane Juice” and “Coconut Water” and transitioning to a 150 ml pouch, making the brand 50% more cost-effective. Despite attempts by industry giants to undercut Paper Boat, the brand maintained a Rs. 10 price point, providing retailers with a 5% higher margin than other brands.

The David vs. Goliath Battle

Taking on established players like Pepsi and Dabur was no easy feat. These giants had massive marketing budgets and distribution networks. But Paperboat had something they didn’t – a loyal following of health-conscious consumers who were willing to pay a premium for quality and taste.

Kakkar also used his entrepreneurial agility to his advantage. He quickly identified niche markets, such as premium grocery stores and online retailers, where Paper Boat’s unique positioning resonated with consumers. He also leveraged social media effectively, building a strong online community around the brand. Paperboat’s success is reflected in its impressive growth trajectory. In just over a decade, the brand has grown from a small startup to a Rs. 200 crore company. It now offers a wide range of over 20 flavors, from classic favorites like Aam Panna to more adventurous options like Kokum and Lychee.

“We never set out to compete with the big guys,” says Kakkar. “We just wanted to create a product that we could be proud of, something that we would feel good about giving to our own children. And I think that’s what has resonated with consumers.” “Paperboat is not just a drink,” he adds. “It’s a reminder of simpler times, of the taste of home. It’s a symbol of hope, of what can be achieved when you believe in your idea and are willing to fight for it.”

Resisting Acquisition Temptations and Soaring Revenues

In 2018, Paper Boat experienced a remarkable 70% growth, reaching a revenue of Rs. 118 crore. Despite acquisition proposals from the esteemed Tata Group, founder Neeraj Kakkar declined, foreseeing the untapped potential of Paper Boat. This foresighted decision proved wise as the brand’s revenue soared to an impressive Rs. 235 crore by 2020.

In the fiscal year 2022, Paper Boat witnessed a significant surge in its revenue from operations, recording a notable 56% increase from Rs. 324 crore to Rs. 504 crore. The primary source of revenue for Paper Boat stems from the sale of fruit-based drinks, featuring quintessentially Indian flavors like aam panna and jaljeera, along with a range of dry fruits and healthy snacks.

While the GIC-backed startup experienced robust revenue growth, it concurrently observed an escalation in total expenses. In the fiscal year 2023, the company’s total expenses reached Rs. 599.1 crore, marking a substantial rise from the Rs. 378.1 crore incurred in the preceding fiscal year. This dynamic financial landscape underscores Paper Boat’s active engagement in the market and the corresponding challenges and opportunities inherent in its operational endeavors.

Revenue From Operations of Paper Boat for Financial Year 2020 to 2022

Paper Boat’s Success Formula

Neeraj Kakkar’s strategic acumen steered Paper Boat into becoming a household name. Successful marketing campaigns, a patented conical cap design, widespread retail presence, and exclusive partnerships propelled Paper Boat’s expansion into traditional Indian snacks and the introduction of 11 new juice flavors. As we delve into Paper Boat’s nostalgic odyssey, it becomes evident that this brand has not just bottled memories; it has encapsulated the spirit of a generation.

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StartupTalkyShubham Kumar

January 5, 2024
Spirited Growth of India’s Booze Bazaar

The estimated value of the alcohol market in India is projected to reach approximately US$ 54,740.0 million in 2023, with an anticipated increase to US$ 111,238.9 million by 2033. During the forecast period, a noteworthy Compound Annual Growth Rate (CAGR) of 7.0% is expected in alcohol sales.

The growth of the alcohol market in India has been remarkable, driven by evolving lifestyles, urbanization, and the expanding middle class. The country’s rich cultural diversity has historically associated alcohol consumption with social gatherings, celebrations, and religious festivals.

The Indian alcohol market encompasses various segments, including spirits, beer, and wine, and benefits from a substantial consumer base exceeding 1.3 billion people. Consumption patterns vary across regions and demographics, traditionally favoring spirits such as whisky, rum, and vodka. However, there is a discernible shift towards premium and craft spirits, as well as an increased demand for wine and craft beer, particularly among urban millennials and the emerging middle class.

India’s drinking culture has evolved to a sophisticated level, deviating from global trends where developed markets have experienced a decline in alcohol consumption. Factors contributing to this shift include health concerns, changing lifestyles, and generational differences in alcohol consumption.

The Indian market stands out as one of the fastest-growing for various alcoholic beverage categories, in contrast to global trends where developed markets are witnessing a decline in alcohol consumption. The resilient Indian economy, marked by rising consumer incomes and post-pandemic recovery, plays a significant role in shaping alcohol consumption patterns. According to IWSR 2022, India has become the global leader in whisky, rum, and brandy consumption.

The global alcoholic beverage market is projected to grow at a CAGR of 1%-2% by volume and value, while the Indian market is expected to experience a higher growth rate of 6.8%, especially in premium segments like whisky, with an impressive 61% growth. The influx of new drinkers, projected to be around 100 million in the next five years, is attributed to the maturing young population in India.

The International Spirits and Wines Association of India (ISWAI) forecasts that the Indian alcoholic beverage industry will reach $64 billion over the next five years. This growth is fueled by rising incomes, urbanization, increased accessibility, premiumization, and a younger consumer demographic. The industry already contributes to employment for over 80 lakh people, both directly and indirectly, accounting for 1.5% of the total manpower in the country, according to ISWAI. The ICRIER report for 2021 states that the alcohol industry currently supports approximately 15 lakh jobs nationally.

Challenges in the Industry
The Industry Forecast

Challenges in the Industry

Despite the optimistic revenue projections, the sector confronts obstacles related to operating profit margins (OPM). In the fiscal year 2024, it is anticipated that OPM will contract by approximately 90-140 basis points, following a significant decline of 300 basis points in FY2023. The primary cause behind this margin reduction is the escalating prices of key inputs during the current fiscal year. Taxation and pricing policies wield a significant influence on consumer behavior and brand profitability. Navigating the intricate tax landscape necessitates a strategic approach to maintain competitiveness.

Notably, the costs of non-basmati rice and other grains, such as maize, utilized in the production of extra-neutral alcohol (ENA), a crucial component for manufacturing spirits, have experienced a substantial increase. The impact of sub-optimal monsoon conditions and El Nino, along with government interventions affecting grain prices, plays a pivotal role in shaping the industry’s cost structure.

The costs of packaging materials, especially glass, have also exerted pressure on margins due to a surge in soda ash prices. On a positive note, barley prices, a crucial raw material for beer production, have undergone corrections in recent quarters and are expected to remain stable in the near to medium term. Nevertheless, the diversion of grains toward ethanol production, driven by government blending norms, poses an additional challenge that industry stakeholders need to closely monitor.

Moreover, the alcohol and beverage industry in India is subject to stringent regulations, making operations challenging and expensive. Most states have policies that diverge from practical realities, making the ease of doing business a mere term, particularly for the alcohol industry, except in a few states. Remaining compliant with evolving regulations stands as a top priority for alcoholic beverage brands. Navigating the legal intricacies of the region requires a proactive approach and a commitment to ethical business practices. To address these issues, additional costs are incurred in each state to establish local teams for follow-ups and to facilitate necessary procedures.

As health consciousness rises, consumers are becoming more selective about their alcohol choices. Brands that prioritize transparency and provide clear nutritional information are likely to align with this evolving mindset.

The Industry Forecast

Nevertheless, as the year approaches its conclusion, the sales of alcoholic beverages in the nation appear to have experienced a downturn in 2023. The Confederation of Indian Alcoholic Beverage Companies (CIABC) estimates that the sales of alcoholic beverages have decelerated from a robust 14% growth in 2022 to approximately 7%-8% in 2023. However, a notable aspect contributing to this growth is the demand for products priced above ₹500 per bottle. Looking ahead to 2024, the sector aims to maintain a similar growth trajectory as observed in 2023.

Revenue of the Alcoholic Drinks Market Worldwide From 2017 to 2027

Vinod Giri, Director General of the Confederation of Indian Alcoholic Beverage Companies (CIABC), stated, “The previous year was exceptionally positive for the industry, with a growth rate of about 14% over the preceding year. Therefore, a slowdown in growth was anticipated this year, as sustaining such high levels is challenging. On the demand side, we did not encounter significant issues this year. Challenges were more prevalent on the supply side, especially with the elections in five states disrupting supply chains. Karnataka faced issues due to a steep price increase after the new government took office. Despite these challenges, growth remained relatively consistent across markets. Our estimate is around 7 to 8% growth, contingent on the outcome of the ongoing festive season.”

Giri also highlighted, “In addition to volume considerations, the market’s value has been on the rise. We anticipate a 2% increase in premiumization, referring to products priced above ₹500 per bottle. This segment is expected to contribute positively to the market value.”

Furthermore, the industry is experiencing remarkable growth in Indian single malts, indicating a healthy trend. Giri emphasized, “This underscores the exceptional quality of products originating from India, gaining acceptance globally. It reflects that we are not merely a large-volume consuming country but are also evolving into a production and export hub for alcoholic beverages.”

The Confederation of Indian Alcoholic Beverage Companies (CIABC) expresses confidence that the industry will be able to sustain growth levels of 7-8% in the coming year.

The Liquor Industry in India – All You Need to Know

Discover fast-growing liquor industry in India with a market size of 52.5 billion USD in 2020, according to ICRIER. Explore trends and insights.

StartupTalkyJ.Vaidehi

December 28, 2023
Excellence in Every Sip, India’s Whiskies Stand Tall Globally

India holds a dominant position in the global whisky market, representing nearly half of its share. Surpassing France, India has emerged as the largest consumer of Scotch whisky globally. Noteworthy is the fact that seven out of the top ten whisky brands globally, in terms of volume, originate from India, including well-known names like Officer’s Choice, Royal Stag, and McDowell’s, enjoying substantial popularity domestically. Alongside these, established international labels such as Glenlivet and Talisker compete for shelf space with local contenders like Indri, Amrut, and Radico Khaitan’s Rampur.

Despite the prevalence of affordable molasses-based spirits referred to as “whisky” locally, the focus shifts to the remarkable growth and recognition of Indian single malts. These premium offerings, produced with local barley, distilled, and matured within the country, have made significant strides in the global market, garnering praise from a widening circle of whisky connoisseurs.

Vinod Giri, Director General of the Confederation of Indian Alcoholic Beverage Companies, notes a significant shift wherein Indian malt whiskies now command nearly half of the market share for premium single malt whiskies in the country, poised to surpass competitors in the coming year. Globally renowned, Indian whiskies consistently receive acclaim as some of the world’s finest spirits, with malt whiskies being exported to over 60 countries within a relatively short timeframe.

The evolution of Indian whiskies, often overlooked globally, has been noteworthy in recent decades. Initially overshadowed by Western counterparts, Indian whiskies have gained international recognition for their innovative approaches and exceptional craftsmanship. The roots of Indian whisky production trace back to the colonial era when British distillation techniques were introduced to the Indian subcontinent. Distilleries established in the mid-19th century, such as Mohan Meakin founded in 1855, played a pivotal role in shaping the trajectory of Indian whiskey.

Indian six-rowed barley, offering a distinct flavor compared to Scottish two-rowed barley, and an accelerated maturation process in India’s warm climate, up to five times faster than in Scotland, contribute to the uniqueness of Indian whiskies. This results in a three-year-old whisky in India achieving a maturation effect equivalent to a Scotch whisky aged 9–15 years.

India’s demand for hard liquor, with spirits and ready-to-drink beverages constituting 40% of the country’s alcoholic beverage market by volume, is driven by a growing economy. India, already the fifth-largest alcohol market globally, accounted for a third of the industry’s global growth in 2021-22. Premium drink consumption, including Scottish single malts, doubled between 2020 and 2022, and India has become the largest export market for Scotch, despite a hefty 150% import duty.

Size of Whiskey Market in India From Financial Year 2015 to 2021, With an Estimate for 2025

This rising demand, coupled with import costs, has led to the emergence of Indian premium products. Pioneering distilleries, through experimentation with grains, aging techniques, and flavor profiles, are at the forefront, with the global whiskey community eagerly anticipating the next innovations from India. The surge in Indian premium whiskies spans all price categories, outpacing Scotch whiskies in growth rates.

Data from the International Wine & Spirit Research indicate that 93% of all whisky traded in India falls into the “value” segment, leaving room for the development of higher-end segments. Jason Holway, a market analyst at IWSR, attributes this growth to strong consumption and growing premiumization in India, driven by higher middle-class disposable incomes, the lifting of pandemic restrictions, and improved quality, variety, and availability in retail.

The introduction of the first Indian single malt, Amrut, in 2004 marked a significant turning point. Competitors like Paul John from Goa and Indri from Haryana have entered the scene, gaining international recognition and awards. Indian single malts, often priced higher than imported Scotch, are gaining traction globally.

Three key factors propel this boom: India’s overall economic growth, the prosperity of the educated middle class, and the increasing social acceptance of alcohol. Additionally, a growing confidence in homegrown products aligns with India’s “self-reliance” policy, restricting imported liquor sales in certain outlets. Responding to escalating demand, distilleries like Paul John plan to expand production capacity, while global giants like Diageo have entered the Indian single malt market with Godawan. As the industry gears up for heightened competition, the future of Indian whiskies appears promising. Recognizing the significance of the Indian whisky market, Holway emphasizes its crucial role in the global well-being of the whisky category.

The Liquor Industry in India – All You Need to Know

Discover fast-growing liquor industry in India with a market size of 52.5 billion USD in 2020, according to ICRIER. Explore trends and insights.

StartupTalkyJ.Vaidehi

December 21, 2023
Marketing Strategies of Dunkin’ Donuts: Brewing Up Business
Dunkin’ Donuts is a global chain of coffee shops and donut bakeries that has captured the hearts and taste buds of millions of people around the world. The company was founded in 1950 by William Rosenberg, a man with a passion for coffee and donuts.

In the early years, Dunkin’ Donuts offered just two varieties of donuts but quickly expanded to include more than 50 different types of delicious baked goods, including bagels, muffins, and breakfast sandwiches. Today, the company has more than 12,000 locations in 42 countries, making it one of the largest and most recognizable brands in the world.

Dunkin’ Donuts has been recognized for its outstanding achievements and contributions, receiving numerous awards and accolades. The company has been named one of the “World’s Most Ethical Companies” by the Ethisphere Institute for an impressive ten consecutive years. Dunkin’ Donuts has been acknowledged as one of the “Best Places to Work” by the Human Rights Campaign, demonstrating the company’s commitment to fostering a positive and inclusive workplace culture.

Dunkin’ Donuts is a major player in the coffee industry, with a reported 24.6% share of the US coffee market. The company also boasts impressive sales figures, with over $9.3 billion in global sales in 2019.

One of the keys to Dunkin’ Donuts’ success is its ability to adapt to changing consumer trends and preferences. The company has shifted its focus to include more healthy and convenient options, such as oat milk and plant-based “Beyond Meat” breakfast sandwiches.

Dunkin’ Donuts remains committed to its founding principles of providing delicious coffee and baked goods at affordable prices. So the next time you find yourself in need of a caffeine fix or a sweet treat, head to your nearest Dunkin’ Donuts location and experience the magic for yourself!

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Dunkin’ Donuts – Target Audience
Dunkin’ Donuts – Marketing Mix
Dunkin’ Donuts – Marketing Campaigns
Dunkin’ Donuts – Marketing Strategies

Dunkin’ Donuts – Target Audience

Dunkin’ Donuts is a beloved brand known for its delicious coffee, baked goods, and breakfast sandwiches. With over 12,000 locations worldwide, Dunkin’ Donuts has established itself as a go-to destination for busy individuals on the go, families on weekend outings, and college students looking for a caffeine fix.

Dunkin’ Donuts targets a broad range of consumers, from young children to the elderly. The brand has a particular appeal to the millennial and Gen Z population. These generations are known for their love of coffee and their preference for convenience when it comes to food and beverages. Dunkin’ Donuts’ menu caters to this demographic, offering quick and easy breakfast options, including grab-and-go sandwiches, smoothies, and coffee-based drinks.

Dunkin’ Donuts has a strong presence in the Northeast region of the United States, where the brand originated. The company has expanded nationwide and has a growing presence in international markets as well.

The brand also has a loyal following among families and older adults who appreciate the brand’s classic breakfast offerings and welcoming atmosphere.

Dunkin’ Donuts has a wide target audience, encompassing individuals of all ages and backgrounds. The brand’s focus on convenience, affordability, and quality makes it a popular choice for anyone looking for a quick and satisfying breakfast or snack.

Dunkin’ Donuts – Marketing Mix

Dunkin’ Donuts, one of the most popular coffee and baked goods chains in the world has achieved tremendous success by effectively leveraging its marketing mix. The marketing mix consists of the four P’s – product, price, promotion, and place – and when combined strategically, can help a brand gain a competitive edge in the market.

Product

Dunkin’ Donuts has built a strong reputation for quality and consistency in this area. The brand offers a wide range of breakfast items, including baked goods, breakfast sandwiches, and coffee-based beverages. Dunkin’ Donuts also regularly introduces new menu items and seasonal offerings to keep customers coming back.

Price

Dunkin’ Donuts has been successful in offering affordable options for customers. The brand’s menu items are competitively priced, and the company also offers value menu options and promotions to drive sales. Dunkin’ Donuts has a run menu that allows busy employees to snack on the go for just $2. This affordable and convenient option has made Dunkin’ Donuts a popular choice for people who want a quick bite while on the move.

Dunkin’ GO2s

Promotion

Dunkin’ Donuts has invested heavily in advertising and marketing campaigns to build brand awareness and drive sales. The brand has used various channels such as television, social media, and influencer marketing to reach its target audience.

Dunkin’ Donuts’ customer loyalty program, DD Perks, is an integral part of the brand’s promotion mix. DD Perks offers a range of exciting rewards for customers who sign up using either a Dunkin’ Donuts card or a credit/debit card. For example, customers can enjoy a free medium cup of Dunkin’ refresher just for signing up. The point-based reward system offers customers 5 points for every $1 they spend, and they can redeem a free beverage once they accumulate 200 points.

Dunkin’ DD Perks

Dunkin’ Donuts uses a range of promotional tactics to engage with customers and drive sales. The brand regularly introduces limited-time offers and seasonal promotions to entice customers to try new products or stock up on old favorites.

Dunkin’ Donuts also leverages social media to connect with customers and promote its products. The brand’s social media channels feature mouth-watering photos of its baked goods and beverages, as well as special deals and promotions that customers can take advantage of.

Place

Dunkin’ Donuts has a strong presence in locations that are easily accessible to customers. The brand has over 12,000 locations worldwide, focusing on high-traffic areas such as airports, train stations, and busy urban centers. Dunkin’ Donuts has a strong online presence, making it easy for customers to place orders and receive deliveries right at their doorstep. To enable this, the brand has partnered with popular delivery companies such as DoorDash, Uber Eats, and Grubhub.

Dunkin’ Donuts has been successful in leveraging the marketing mix to build a strong brand and drive sales. By focusing on product quality, affordable pricing, effective promotion, and strategic placement of stores, Dunkin’ Donuts has become a household name for coffee and breakfast lovers around the world.

Dunkin’ Donuts – Marketing Campaigns

Dunkin’ Donuts has been known for its iconic marketing campaigns that have captured the attention of customers and helped to build a strong relationship with the brand. Dunkin’ Donuts has had several memorable marketing campaigns over the years, but here are a few that stand out as some of the brand’s top campaigns:

America Runs on Dunkin

This iconic campaign slogan has been used by Dunkin’ Donuts since 2006 and has become synonymous with the brand. It conveys the idea that Dunkin’ Donuts is the go-to place for busy Americans who need their daily caffeine fix.

America Runs on Dunkin’

Time to Make the Donuts

This classic campaign from the 1980s features Fred the Baker, who wakes up early each morning to make the donuts for Dunkin’ Donuts. The catchy jingle and Fred’s memorable catchphrase, “Time to make the donuts”, helped make the campaign a hit and a part of pop culture.

Time to make the Donuts

DD Perks

Dunkin’ Donuts’ loyalty program, DD Perks, has been the focus of several successful marketing campaigns over the years. One memorable campaign encouraged customers to enroll in the program by offering free coffee for signing up.

Free For Fall at Dunkin’ To Receive a Free Beverage Reward

BFFs

In 2019, Dunkin’ Donuts launched a campaign featuring celebrity couple David Ortiz and Rob Gronkowski, who playfully banter and enjoy Dunkin’ Donuts’ products together. The campaign was a hit with fans and helped boost the brand’s social media engagement.

David Ortiz And Rob Gronkowski Team Up In Dunkin’ Donuts Music Video

Sip. Peel. Win.

This campaign encouraged customers to play a peel-and-win game for the chance to win prizes like free coffee, a new car, or even a trip to Hawaii. The campaign was successful in driving sales and engaging customers and has been repeated several times since its initial launch.

Dunkin’ reveals new ‘Sip, Peel, Win!’ Program

Dunkin’ Donuts’ marketing campaigns have been successful in promoting the brand and its products, and have helped to build a strong relationship with its customers.

Dunkin’ Donuts – Marketing Strategies

Dunkin’ Donuts is a brand that has captured the hearts of millions of coffee and donut lovers worldwide. The company’s success is not just due to its tasty products, but also its smart marketing strategies. Let’s delve into the top marketing strategies that have helped Dunkin’ Donuts gain success.

Targeted Advertising

Dunkin’ Donuts has always been successful in targeting the right audience through its advertising campaigns. The brand knows its audience well and creates ads that resonate with them. For example, their “America Runs on Dunkin” campaign targeted busy Americans who needed their daily caffeine fix.

Product Innovation

Dunkin’ Donuts has expanded its product line over the years to include more than just donuts and coffee. The brand now offers a variety of baked goods, sandwiches, and beverages. By continuously innovating and expanding its product line, Dunkin’ Donuts has appealed to a wider audience.

Dunkin’ Donuts Range of Food Items

Social Media Presence

Dunkin’ Donuts has a strong social media presence and engages with its audience regularly. The brand creates fun and relatable content, like the “Coffee-isms” campaign, which features funny and relatable coffee-related memes.

Partnership Marketing

Dunkin’ Donuts has partnered with other brands and companies to expand its reach. For example, the brand partnered with Baskin-Robbins to create the “Affogato” beverage, which combines Dunkin’ Donuts’ coffee with Baskin-Robbins’ ice cream.

Baskin Robbin’s Dunkin’ Donuts Inspired Ice Cream

Loyalty Programs

Dunkin’ Donuts’ loyalty program, DD Perks, has been successful in retaining customers and encouraging repeat purchases. The program offers rewards and incentives for customers who sign up, like a free coffee upon sign-up and points for every purchase made.

Community Involvement

Dunkin’ Donuts has been involved in several community initiatives, like its “Dunkin’ Donuts & Baskin-Robbins Community Foundation,” which donates money to local charities. By being involved in the community, the brand has been able to build a positive reputation and connect with its customers on a deeper level.

Dunkin’ Donuts & Baskin-Robbins Community Foundation

Seasonal Promotions

Dunkin’ Donuts has seasonal promotions and limited-time offers, like the popular pumpkin spice latte during the fall season. These promotions create a sense of urgency and excitement among customers, encouraging them to make a purchase before the offer ends.

Answering the Call for Fall – Dunkin’s Signature Pumpkin Spice Latte

These strategies have helped the brand build a strong relationship with its customers and maintain its position as a leader in the coffee and baked goods industry.

FAQs

What was Dunkin’ Donuts’ iconic slogan that was launched in 2006?

The iconic slogan launched in 2006 by Dunkin’ Donuts was America Runs on Dunkin’.

What are the marketing strategies of Dunkin’ Donuts?

Here are the top marketing strategies of Dunkin’ Donuts –
- Targeted Advertising
- Product Innovation
- Social Media Presence
- Partnership Marketing
- Loyalty Programs
- Community Involvement
- Seasonal Promotions
May 5, 2023
How Drinks Helped Dunkin’ Become a $9 Billion Empire

Food is the most basic necessity of life. It has been like that since the beginning of time and life. For ages, we humans have tried to figure out a lot of stuff and eventually provide food for our society. As society grows as a whole, we see change everywhere. Even in the food business. Food is not just a basic necessity anymore, it has outgrown that definition of medieval times. Food is now taste and experience in the modern world and not just some source of nutrition and fuel for work.

Of all that has happened to food, one thing is supremely visible. Food has become faster, its chain has been becoming faster and faster. People want it fast and now without compromising the quality of food. Fast food stores like Mcdonald’s, and Domino’s are the new kitchen for the young and fast-living generation. Here in this article, we will talk about one such food joint. It is famous and has evolved so much in its lifetime and continues to evolve and reinvent the wheel every time something change in society and behavior. The name is Dunkin Donuts, the famous donut joint that got rid of the donuts from its name and its menu recently in 2018. Let us see why they left the donut alone and moved on with the beverage rage in the world.

The Name
Rebranding
The shift to Beverages
Beverages Expansion
Evolution since Inception
Conclusion

The Name

Dunkin Donuts is a popular name, it is almost everywhere in the market these days. You go to a mall and you see DD, you go to a nearby market, and you see it there too. They are a fast food chain that primarily caters to its customers with donuts and supplement beverages. These beverages could include a range of options, from cold coffee to shakes to tea.

It took its steps in the market in 1948 and since then it is one of the most famous and most liked brands by foodies. Donuts were famous in the past as they were fast to prepare and eat. These were the most common breakfast around that time. War soldiers and when they returned to their homeland, were given these to quench their hunger. Slowly from that culture, donuts picked up and quickly moved to the general public and became a hit breakfast. This fashion in breakfast habits turned out a seed for ideating dunkin’ donuts into what it is today. Started by restaurateur William Rosenberg, it is today one of the most valuable fast food businesses with franchises that can be situated all over the world.

Starting from a humble donut and coffee on their menu they moved to more lines of business. Now they serve coffee, burgers, wraps, and everything in between. They have their game in and around 42 countries of the world, which is pretty insane. This is an example of business around the morning ritual of people who love their cup of coffee and any beverage that they could think of. Caffeine is fuel for many people and others just want to pour something into the neck, this is where Dunkin comes into the picture. A one-stop destination to quench every sort of thirst.

Rebranding

The starting was good but the late time was not so good. Dunkin saw some trends in the food market and the behavior of customers. This made them rethink some of their strategies, or even shift their entire focus to one or more lines of product. Let us see how they got to know the shift in preferences and later shifted to a whole new business sphere. This was considered one of the biggest business shifts in this line of business and Dunkin is applauded for the same.

Dunkin has always been about business and food combined. They know when something is not fit with food and behavior and then they change that. Starting in 2009, Dunkin noticed that the sales of donuts were repeatedly slowing down. On the other hand, the beverage side was getting heavier and heavier every day. This made them think about their strategies for the future. So they decided to put more weight on the beverages on their menu. That is what they did and saw great results. Let us see how much and how.

Over the year 2009 to 2019, Dunkin has gone through a lot of changes and branding, and rebranding. With all that rebranding, the food joint has been able to benefit and has incorporated more and more branches into its belt. With beverages at their side, They went from having 6000 stores to adding 3600 more branches to their franchise list. Thus, making them 9630 in 2019. Moving from all sorts of donuts and stuff to beverages mainly, This was not an easy shift to make but somehow the company took it. This was a slow and tedious process but what we see now is one of the biggest business moves that shifted the company from dying to flying numbers. Anything could go wrong but this move made billions not millions. Let us see how the shift actually happened and what were some of the reasons behind this shift in business.

The shift to Beverages

In the year 2018, Dunkin Donuts decided to drop the donut from its name and move on with beverages mainly and supremely. This move came after the fact that out of all the revenue, about 60% was coming from the beverages side of the total menu. This made them drop the donut in 2018. There were several reasons why beverages were becoming the new rage in the new century. Let us see some of the most noticed reasons –

First, Coffee – Coffee was all the rage (still is) at the time. The new generation is just some people with short attention spans running on less sleep. Which makes them people who would jump on caffeine to power them or fuel them. This fuel can most abundantly be found in coffee. Coffee is easily available, it is cheaper than others, and has fast and rapid consumption. This built-in coffee demand led to an increase in the Dunkin business of beverages. So people would just come and drive through with a coffee cup in their hands. Mornings are always like this for people in the operating areas of Dunkin. Thus, leaving or lessening donuts was probably the most straightforward way to look at this new trend.

Caffeine is Addictive – As this new beverage, coffee got to the taste of people, they all got addictive. Caffeine is the prime ingredient in coffee and it is not some surprise that it is addictive. As more and more people got the hit of caffeine, that became an addictive habit.

Consumer Habits – This was the time when Starbucks was expanding its business operations all over. The coffee business is a habit business and Starbucks was building customer buds for a long time now. Dunkin really thought to benefit from this effect in the market and tried selling cheaper expressions to the public. With advancements in its beverage menu, it provided more and more beverages to its customers to build a habit in them to ditch Starbucks and eventually save some bucks.

Beverages Expansion

Dunkin knew that about sixty percent of its revenue comes from selling beverages. These were fast and easily made donuts, so they thought about getting rid of the donut and continuing with the beverages section. Over the next few years from 2009, they built more and more beverages to cater to its customers. This was also an effect of fighting with Starbucks and lurking customers from their side. In those years, they introduced many drinks and beverages that were cheaper and better than Starbucks. This move also proved to be beneficial later as people would like to come and go take a beverage. It is fast and you could get it on the go.

Evolution since Inception

Donuts were the prime show stopper for Dunkin Donuts since the inception of the store in 1948. Dunkin was started by William Rosenberg. Rosenberg was a restaurateur and wanted to start a chain of stores for something that is fast and can be easily eaten. Not a fine dining restaurant but a quick meal sort of place. Thus, came the idea of Dunkin Donuts. It was a store made for donuts and beverages like tea and coffee. The name comes from the fact that people used to dunk donuts into tea and other beverages before putting them in their mouths. So the name stuck and it became ‘Dunkin Donuts’

After the inception of donuts, they grew, as people wanted those quick meals a lot. It was good for the business until it was not. Eventually, they got to know that beverages were more famous than donuts and could easily influence sales for them in the future. So they decided to drop the donuts and move to beverages. Moreover, they increased the offerings on their menu and provided their customers with more flavors and tastes to choose from. This was a good move and was responsible for the multifold growth of the franchise. It was fast to take, easy to carry around and it just stuck with people. This rebranding helped them move from having 6000 stores to having 9630 stores in 2019. Which is pretty much good growth.
Then came the covid 19. The virus attack in 2019 halted everything all over the world. Every business was affected and Dunkin too had some rough days. As people moved to a model of working from home, their breakfast habits changed. So, people began making breakfasts for themselves and stopped ordering the basic Dunkin order. As this picked up later in the year, Dunkin reported a cut in sales and revenue. This was a clear effect of the coronavirus pandemic. As the virus changed eating habits, new habits were formed too. Like that of evening snacking.

Evening snacks which were not mostly covered by Dunkin, they now got involved. Soon after the pandemic and even towards the end of the pandemic, markets faced something. People begin to order Dunkin ‘in the evenings. This proved good for the business but eventually faded away as old habits kicked back in. Soon people were back to the normal routine of having breakfast at the Dunkin.

Looking back we can track that Dunkin went from serving coffee and donuts in the 1950s to a big shift in menus. They moved to more and more beverages. They dropped donuts off the name and also the menu. They moved to the beverage market and then started to control and dominate the market in that sphere. In a report by NPD, it was reported that Dunkin’s share of the coffee market was a whopping 58%. On the other hand, other brands like Starbucks and everybody else had a combined share of 42%. This was the effect of Dunkin’s focusing on only beverages and making them their specialties.

With advancements in business etiquette, they were also faced with franchising opportunities. They had a lot of deals and people wanted to start a Dunkin for the return on investment. So they were flooded with franchises.
With all these rebrandings that took from 2009 to the year 2019, they went from having 6000 stores to more than 9650 stores. Their share in the beverages market grew from 60% to 70%. They were the topmost coffee sellers in the year 2011 in the whole country. In 2011 they had about 6800 locations which were focussing on beverages and breakfast like that.

Conclusion

A famous name in the fast food chain market, Dunkin made its appearance in the markets in 1948. William Rosenberg, who was the founder of Dunkin Donuts, thought of starting something which catered to quick customers. Something that was not a fine restaurant but more of a breakfast option for the consumers. That was how the company was born.

Since its inception, it went on a ride to change and edit and re-edit its menu and business strategies. They went from selling donuts with coffee in the 1950s to focusing more on beverages. Then they left the donut alone and cut it out from their name in 2018. This was by far the best decision that Dunkin ever made since its inception. Moving into the beverage line, their profits and revenue multiplied. Their franchises rose by a significant number and their business got through the roof. The reason is that coffee is love for people and caffeine is highly addictive. Also, Dunkin now not only serves coffee but a hundred more beverages and people love to drown themselves in choices. This single move to the line of beverages made this business a billion-dollar machine.

FAQs

Who owns Dunkin?

Dunkin is owned by Inspire Brands.

Who is the CEO of Dunkin?

David Hoffmann is the CEO of Dunkin.

Where is the headquarters of Dunkin?

The headquarter of Dunkin is in Massachusetts, United States.

December 23, 2022
Coca-Cola Marketing Strategy – How It is Dominating the Beverage Market

Whether it’s a kid or an adult, everyone loves soft drinks. A source of refreshment and a way of quenching your thirst, soft drinks have made a place in everyone’s life quite vigorously and for a very long time.

The global market of soft drinks is said to be about $994.7 Billion and by 2027 it’s going to be $1.4 Trillion. Leading the industry from the front is none other than Coca-Cola. It has always been a fan favourite for decades and it continues to be one till now.

When we talk about a popular cold beverage that is a favourite of almost everyone, we cannot miss the world-famous Coca-Cola. Almost everyone has a sip of it in their life. It is one of the most popular soft drinks companies and is loved immensely by people.

So, what makes this brand the favourite of the world? In this article, we will find out about the marketing strategy of the biggest soft drink brand, so without any further ado, let’s get started.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker

Coca-Cola – About
Coca-Cola – Target Audience
Coca-Cola – SWOT Analysis:
Coca-Cola – Brand Positioning
Coca-Cola – Social Media Campaigns
Coca-Cola – Celebrity Endorsement

Coca-Cola – About

Coca-Cola, the multinational company first started its journey in the late 19^th century. Interestingly, at first, it was sold as a patent medicine. Dr John Pemberton was the creator of this now world-famous drink. The first sale of the drink started in 1888 and since then it has never looked back, now the company sells 1.9 billion soft drinks every day.

Coca-Cola Bottle Evolution

Coca-Cola can be found in more than 200 countries in the world and the largest shareholder of the company is Warren Buffett. The headquarters of the company is situated in Atlanta, Georgia, United States of America.

Coca-Cola – Target Audience

The best thing about Coca-Cola is that it generates mass appeal which means it is made for everyone; the main audience that it targets is of 10 to 35 years of age. Not only that, it has an option of diet coke for those who are health conscious and above the age of 40.

It comes at different packaging and price and is therefore available for every income level. Although the main audience of Coca-Cola has to be teenagers and young adults as the brand recruit film stars and pop start to promote it and appeal to their audience.

Coca-Cola – SWOT Analysis:

Strength

It is already a known brand and is existing for 130 years, so naturally, people trust this brand and want to be associated with it. It is found in over 200 countries in the world, one can find it available, anywhere they go.

Celebrities and singers are roped in to promote the brand on the global front, which makes it more attractive especially in front of young customers. Coca-Cola has also tied up with different restaurants that will serve their meals with a bottle of coke.

The loyalty of the customers of Coca-Cola is pretty insane; they prefer this brand of soft drink over others and have been doing it for a long time.

Weakness

One of the prime competitors of Coca-Cola is Pepsi, another globally recognized brand of soft drinks.

Opportunities

Coca-Cola hasn’t indulged in the snack business unlike its competitor Pepsi, so it’s kind of lacking various opportunities because of that.

Threat

People are being more health-conscious, and as Coca-Cola is a carbonated drink that contains sugar it is not good for health. Plus this causes diabetes and other health-related issues which is why doctors suggest people avoid soft drinks.

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Coca-Cola – Brand Positioning

The brand positioning of Coca-Cola has been done in such a brilliant way and because of that, it has been able to enjoy its current success. Undoubtedly, when a brand is positioned in a unique way, it is bound to get recognized by people. It has always been a high-quality drink that is made to be enjoyed by friends and family.

As a proper drink for refreshment, Coca-Cola focused on promoting it consistently and promotes it as an epitome of positivity and happiness that must share with everyone. This way, they are able to position their brand in such a way that it grabs the attention of everyone. It is said to be one of the most valued companies in the entire world and has total assets of $86.38 billion.

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Coca-Cola – Social Media Campaigns

Coca-Cola’s campaign has always been a hit in front of the people; they have organized some of the most popular campaigns over time. Probably one of the most popular campaigns of all time of the brand is the ‘Share A Coke’ campaign.

It was a major hit, in this campaign the coke bottle was labelled with Share a Coke with friends or family. Another version of the campaign was launched where instead of the brand’s logo, people’s names were labelled. It was a successful campaign and increased the social media reach of the brand tremendously.

People shared their name-labelled bottles on every social media such as Twitter, Facebook, Instagram, and others. Not only has it increased the sales of the company but also somehow psychologically create a more intimate relationship with the customers and provide happiness to them.

Coca-Cola – Celebrity Endorsement

Different celebrities from different countries are roped in as brand ambassadors of Coca-Cola. In India, lots of popular celebs have been the face of the brand, Bollywood actor Aamir Khan has been in the business of endorsing Coca-Cola for almost a decade.

After him, superstars Deepika Padukone and Farhan Akhtar have been a part of it. Then we had Alia Bhatt and Siddharth Malhotra, singer and actor Diljit Dosanjh, and actor Ranbir Kapoor. In 2021, Coca-cola extended its partnership with BCCI president and former Indian cricketer Sourav Ganguly as its brand ambassador.

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Conclusion

Coca-Cola is a famous brand whose marketing strategy made it the unforgettable soft drink that is ruling the beverages industry for a long time. Even after facing strong competition from its competitors, it has been able to hold its position and crown and stayed undefeatable.

It tries to improve its relationship with its customers by creating amazing campaigns and advertisements. They use social media and other technology to their best limit to reach more and more people and that is their secret of success.

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FAQs

What is Coca-Cola’s marketing strategy?

Coca focuses on online commercials, print media, sponsorships, influencer marketing, and celebrity endorsements. It also prioritizes its brand and consumers over its product.

How does Coca-Cola measure customer satisfaction?

Coca-Cola conducts various questionnaires and surveys to evaluate customer responses.

Who is Coca-Cola’s biggest customer?

McDonald’s is one of the largest restaurant customers of Coke.

February 15, 2022
Kimaya Himalayan Beverages: Modern disruptors in state-of-the-art brewing
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Kimaya Himalayan Beverages.

Kimaya Himalayan Beverages is harvesting a community of beer drinkers in India by sourcing premium ingredients and keeping up with the innovative styles of brewing methods that constantly push boundaries. One of its top-selling products is BeeYoung, India’s first strong craft beer that celebrates the story of youth. This bootstrapped brand witnessed a solid 287% growth rate in just 2 years with to date turnover being around INR 128 Cr.

StartupTalky interviewed Mr. Abhinav Jindal (Founder & CEO, Kimaya Himalayan Beverages) to get insights into the startup story and roadmap of the organization.

Kimaya Himalayan – Company Highlights

Startup Name Kimaya Himalayan Beverages

Founder & CEO Abhinav Jindal

Founded 2019

Headquarters New Delhi

Industry Alco Bev

Website kimayahimalayan.com

Kimaya Himalayan – About, Vision & Mission

Product by Kimaya Himalayan –

BeeYoung (story of youth): India’s first strong craft beer – The story of Bee Young is the story of youth. It started with an idea to create a brew that could deliver a crisp and clean yet punchy sip, every time, no matter the social setting. The idea was to find the choicest of ingredients and merge them into a brew that would find instant appeal with the drinker, be it a seasoned imbiber or a first-timer. The product evokes a sense of adventure and curiosity in the drinker, promoting the idea of trying something new, something that is different and yet remains familiar.

BeeYoung Starts with a crisp attack delivering a perfect malty taste. Then it translates to ripe fruitiness on the midpalate, while the invigorating flavors & taste make each sip EVENTFUL.

BeeYoung is Kimaya’s star product and bestseller across markets.

Vision: To create beverages that set benchmarks and define categories ahead of the curve.

Mission: To create honest drinks, crafted & enjoyed with passion

Kimaya Himalayan – Industry Details

The beer industry in India is in its growth stage, evolved from manufacturing standard beers such as strong and lager beer to flavored and variety, housing more than 140 beer brands in the country.

The total beer market in India as per volume was 2,047.8 m liters in 2019, with a dip of – 2.4% in CAGR in the period 2015-2019. The strongest growth for Beer in India was witnessed in 2015 with a rate of 4.1%.

It is forecasted for the beer industry to reach 2,025.9 m liters in 2024 representing a volume CAGR of 0.8% since 2020.

(Data Source: Mintel Beer Report for India 2020)

The strong beer category (alcohol content between 6% to 8%) holds the 82% market share vis a vis Standard/Light/Low/Extra Strong/ No Alcohol Category.

India is following in China’s footsteps where consumption has grown from 2 liters to 36 liters over the last 25 years. Also, high growth has been witnessed in the Craft beer industry in India and internationally, with a CAGR of 304% (2014-18) in India.

Beer Industry has a lot of growth potential in India, however being hit twice in a row with a pandemic at its peak during the main beer season, certainly will hamper the growth vis a vis as projected before.

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Kimaya Himalayan – Idea and Inspiration

“Being a beer enthusiast, I (Abhinav) love to try newer variants and styles of beer from across the globe. And being from the Alco-Bev industry for over a decade now I’ve closely observed the beer landscape and consumption patterns in India”

Abhinav Jindal – Founder & CEO, Kimaya Himalayan Beverages

While observing the market he analyzed the gap in the beer industry, there were not many players manufacturing quality products especially in the strong beer segment, something that would appeal to all sorts of customers cutting across preferences. Hence, he created a product that is crafted and artisanal, considering that the strong beer segment makes up for the largest percentage of the market share yet underserved in terms of quality products. Abhinav spoke to a few company heads and stakeholders, the suggestion was unilateral – to stay out of the space due to the masses being acquired by two giants of the industry.

Small businesses being bought over by larger companies, margin, and cost are under pressure all the time given that it is the lowest margin product in the world, everyone persuaded him to not foray into this space and take up this challenge. They suggested that he should rather try creating something for the IMFL segment as it demands lesser investment, it’s easier, and much better margins gameplay.

Yet he and the team decided to stick to the plan and create more talk points around the same. With extensive research of more than a year at hand, they started their journey in 2019. Despite the phases of lockdowns, they were able to build a market and name for the brand and lead the way ahead. Kimaya has more variants coming up very soon, experimenting with different ingredients and flavors to provide the best likable offerings. Patrons have poured in an immense amount of love and support, regardless of the lockdown situation. The brand has been communicating with people through various marketing strategies as it was the only key to remaining relevant in such situations and keeping the audiences hooked.

Having traveled to a few different parts of the world, Abhinav also witnessed that beer is not just alcohol but a culture, a kick-starter for celebrations, adventure, and leisure, and that is how he feels. The beer consumption was perceived wrongly which he wanted to change by educating people about the right pack size and temperature.

Kimaya is a team of passionate individuals trying to provide international standard brews at the right price, that can be consumed in any social setting.

Kimaya Team

Kimaya Himalayan – Products and USP

Kimaya Himalayan beverages offer BeeYoung in 500ml sizes (can and bottles), which is an adequate quantity to share and consume at the right temperature. The brand aims to make the beer drinkers aware of the right pack size and temperature to enjoy a beer at. Moreover, at the same time, the Kimaya Himalayan Beverages team is also focused on premiumizing the craft brew space with an aim to make beer drinking an experience and more than a means of intoxication. They are experimenting with different flavors and ingredients to provide the offerings with a distinctive taste to cherish and enjoy. The brand is also dedicated to curating conceptual synergies between other alcohol, food products, and entertainment promoted through various influencers.

Along with the 500ml packaging, it also released a 650ml packaging edition due to great consumer response and increasing demand for the same.

Key Highlights of the brand:
- Unique packaging: 500ml bottles: Team Kimaya has moved against the grain and has embraced a unique size to showcase their most interesting creation in the beer segment. An optimized size that bridges the gap between 330ml and 650ml offers the perfect pint size to enjoy the beer at the right temperature till the last sip and is adequate for sharing.
- Emphasis on Provenance: The ingredients are sourced from their provenance. The beers exhibit graceful flavors of carefully selected international malt with the inclusion of premium Basmati rice to provide smoothness on the palate. Noble hop Saaz is carefully chosen and infused with Himalayan source water.
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Kimaya Himalayan – Ideology behind Name & Logo

As aforementioned, the team associates BeeYoung with a story of youth that’s vibrant, buzzy, and adventurous, excitement, and celebration. From the buzzy aspect of the product that gives you a light buzz and excitement when consumed as it is a strong craft beer, the logo Bee came into inception. They wanted to create a product that is an expression of excitement and adventure for the youth, the vibe of being young in older people; relate the product with fun and energy and hence the name.

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Kimaya Himalayan – Business & Revenue Model

Kimaya’s business and revenue model is mostly retail and through trade. Generally, when an alcohol startup launches and begins sampling/selling, they take the on-premise route, this brand’s approach was distinct from other craft brew brands. It took the off-premise route and also engaged with customers through various events and festivals which played well for the business.

Kimaya Himalayan – Launch and Marketing Strategies

Initially, Kimaya launched through on-ground samplings and word-of-mouth branding through stakeholders and promoters.

Abhinav started the retail business with minimal and controlled sampling to gain feedback. With planned marketing outreach, the tea, got the opportunity to participate in events such as Food for Thought, Horn OK Please, Eat Love Party, and Toast -Wine & Beer Festival which enabled them to sample the product to a wider audience. More and more sampling to the target audience was the initial focus before the brand gained momentum on the sales in cities where it has its distribution.

The perfect taste and buzz of the product are what kept the audience hooked. Moreover, the high voltage campaigns that Kimaya is consistently running on its social media platforms have helped it to promote the brand narrative, populate collaborations with industry faces/influencers. These collaborations (engaging reels/ fun videos with product integration) have helped garner traction, build brand identity and consumer loyalty. The cocktail mixing by experts, comic, dance and festive reels have performed considerably well and was well accepted by the audiences.

Kimaya’s social media campaign and physical collaboration have helped it to establish a name in the market and stand amongst the competition. The brand’s social media channels are interactive, heavy on engagement and entertainment. Being an alcohol brand, Kimaya did not restrict itself to associate with different brands and genres. From music to fashion to comedy, which connotes the story of youth/vibrancy is something that it can cross collaborate. Along with the product the team also wants people to associate with the vibe of the brand and relate, and Kimaya should be their first choice when it comes to drinking beer. The brand has also experimented with the taste notes and texture to be smooth and light on the palate, being a strong brew.

“The contests that we run and the collaborations with key industry leaders and influencers have helped us position ourselves as a brand that is consumer-centric and values them” – Abhinav added.

A few major collaborations that had worked really well for Kimaya are the comic reels with content creators like Arun Singh, Dance collaboration with faculties of Big Dance Center, Delhi, and most importantly with travel groups, trips to Zanskar valley with BeeYoung. These campaigns drove enormous engagements on the page. Participation in major events like Horn Ok Please by So Delhi, Toast Beer & Wine Festival at DLF Avenue and Eat Play and Party at DLF Promenade have helped it garner visibility, brand loyalty, and more partnerships.

The brand is affable, with honest prices, quality & packaging benchmarks. This has eventually created a word of mouth for the brand. Moreover, BeeYoung is distributed widely in Delhi, Uttarakhand, UP, and some areas of Punjab which makes it more approachable in terms of availability.

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Kimaya Himalayan – Challenges Faced

Kimaya’s Yavira packaging (not available in Delhi right now) states that it is a lager brew yet produced at 6.2% ABV. Kimaya’s team learned that people are unaware of the distinction between lager, a strong beer, and light beer. Lager being the umbrella categorization, telling people that Yavira is a lager didn’t work out well. The team tagged it as pilsner instead to perfectly categorize it. The brand’s approach of associating with larger events and festivals worked out really well to promote the brand. People like the vibe and the story of the brand.

The startup onboarded their brewer to create different styles in the strong and pilsner categories. It did it across 3 microbreweries over a period of one month or so. After numerous tastings, Kimaya got what it wanted to offer. The team wanted to source ingredients from their provenance. The search for authentic ingredients led the team to Uttarakhand hills’ Basmati rice. The infusion intrigued them as to what it does to the brew, making for the smooth texture of the product. No one else in this space had experimented with the same. It worked for the brand to make a distinct brew for the discerning.

Kimaya Himalayan – Growth and Revenue

Financial Year Turnover

2019-20 INR 22 Cr

2020-21 INR 64 cr

2021-22 INR 42 Cr (as on Nov 15th, 2021)

Total Revenue To Date INR 128 Cr

Kimaya Himalayan Beverages is currently available in 4 states, which are – Delhi, Uttar Pradesh, Uttarakhand, and Punjab. It had plans of expanding in 2020 but, due to the pandemic, it has been delayed. Having said that, the brand is vigorously trying to expand the territorial boundaries in 2021, as it has a large number of customers all over the country who have been quite vocal about demanding availability. Therefore, physical presence would definitely help the team in re-energizing the brand and bringing them into customer focus.

Kimaya has dispatched over 9,00,000 cases to date. In comparison to 2020, the brand is experiencing a growth of 72% YTD. From 2019-20 to 2020-21 it has had 287% growth.

Kimaya Himalayan – Funding

Kimaya Himalayan Beverages is currently bootstrapped.

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Kimaya Himalayan – Competitors

Kimaya’s competitors in Alco Bev Space include Bira91, Medusa, Kati Patang, Tuborg, Carlsberg, Kingfisher Premium, among others.

Kimaya Himalayan – Awards/Achievements
- Awards – BeeYoung was awarded as ‘Best Debutant Beer of the Year’ by Spiritz Achievers Awards 2019.
- Home Grown Business of The Year in Small Business Awards 2020
- Fastest Growing brand (Gold) Spiritz Achievers Awards 2020
- Spiritz Selection Awards 2020 – Silver in Liquid Tasting
- Spiritz Selection Awards 2021 – Gold in Packaging & Liquid tasting (2 categories)
Kimaya Himalayan – Future Plans

The team at Kimaya envisions creating beverages that set benchmarks and define categories ahead of the curve.

They are fabricating an expansion plan in terms of new variants, products, and usage of unique ingredients to further enhance the taste. The brand is onto expansion in newer territories and cities, which would start with a stronger foothold in Northern India and then further extension to major markets in the west, south, and east of the country as well.

Kimaya’s focus is always on the final consumer. The strong beer segment has been so largely unserved forever that it was aching for an overhaul. A well-made beer with a strong sense of provenance, in the long run, will always find takers and over time, this translates into brand loyalty. It’s a slow but organic and sure-shot way to grow and stay ahead.

Kimaya Himalayan – FAQs

What is Kimaya Himalayan Beverages?

Kimaya Himalayan beverages offer BeeYoung in 500ml sizes (can and bottles), which is an adequate quantity to share and consume at the right temperature. The brand aims to make the beer drinkers aware of the right pack size and temperature to enjoy a beer at.

Who founded BeeYoung?

Abhinav Jindal founded Kimaya Himalayan Beverages in 2019. BeeYoung is Kimaya’s star product and bestseller across markets.

Is Kimaya Himalayan an Indian brand?

Yes. It is an Indian brand headquartered in New Delhi.

Who are the competitors of Kimaya Himalayan Beverages?

Kimaya’s competitors in Alco Bev Space include Bira91, Medusa, Kati Patang, Tuborg, Carlsberg, Kingfisher Premium, among others.
December 21, 2021
Tea Bro: India’s first Pre-Brewed Tea Liquid Decoction
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Tea Bro.

As per the Tea Board of India [Guwahati Tea Auction Centre], the Indian Tea industry is a massive $33bn market. With a vision to bring innovation to the way people consume tea, Kartic Sharma founded Tea Bro in 2021. Tea Bro manufactures and sells India’s first Pre-Brewed Tea Liquid Decoction (An Instant Tea offering).

StartupTalky interviewed Mr. Kartic to get insights on the startup story and roadmap of the organization. In this article, you’ll discover how Tea Bro was started, its business model, future plans, and more.

Tea Bro – Company Highlights

Startup Name Tea Bro

Founder Kartic Sharma

Headquarters Gurugram

Founded 2021

Industry Food & Beverage (Tea)

Tea Bro – About and Vision
Tea Bro – Industry Details
Tea Bro – Idea and Inspiration
Tea Bro – Product and USP
Tea Bro – Founder
Tea Bro – Name Meaning and Logo
Tea Bro – Business Model
Tea Bro – Launch
Tea Bro – Challenges Faced
Tea Bro – Funding
Tea Bro – Competitors
Tea Bro – Recognition
Tea Bro – FAQs

Tea Bro – About and Vision

Tea Bro manufactures and sells India’s first Pre-Brewed Tea Liquid Decoction (A Instant Tea offering). They are Tea Farmers from Assam and control the entire supply chain of Tea from Farm to Cup.

Tea Bro is a startup with a clear mission to – “To serve high-quality Instant Tea to the Tea loving nation”. This patent-pending product is a ‘Ready to Drink’ Tea which is pre-brewed to perfection from the finest Assam Teas with love and care. Just add Tea Bro to a cup of hot water and Done! Your cup of tea is ready in 5 sec. Enjoy the perfectly balanced Milk Tea (in 5 Exotic Indian Flavours), Instantly!

Short Term Vision – a) To serve high-quality Tea (Instantly) to its Tea loving nation. b) To bring in innovation in the Tea industry and the way high-quality tea is farmed, processed, blended, and served.

Long Term Vision – a) India-wide distribution channel (online and offline). b) Sales abroad for its tea offering.

Tea Bro – Industry Details
1. Tea in India is a USD 33Bn dollar market. Indians last year consumer 110Mn kgs of tea per year.
2. Tea is the second most drunk beverage in India after water.
3. The Instant Tea market is the only sector in India that is on the rise.
(Source: Tea Board of India, Guwahati Tea Auction Centre)

In the next 5 years:
1. With rapid urbanization and essentially people having less time to do the daily chores themselves, Kartic (Founder, Tea Bro) believes that Instant Tea will be a very common phenomenon in most of the household. If you see markets like the USA, which is a fairly urbanized market – has more demand for instant offerings (tea, coffee, soda) than the actual ones.
2. In the next 5 years, the Instant Tea market should at least make up about 15% to 20% of the Tea consumption in India.
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Tea Bro – Idea and Inspiration

Kartic is from Assam and his family has been involved in the Tea industry for over 3 generations. They have seen the industry closely for the last 38 years and have realized that there has been very little improvement/innovation. Moreover, the way people consumed tea has also been the same for over 50 years now. A TeaBag was also introduced to the world about 40 years back. The last innovation in which Instant Tea was offered was ‘Powdered Instant Tea’, which was made by a process called Spray Drying.

They found that there was no way in which companies were able to offer good quality tea in a ReadyToDrink manner. That’s when it struck that he can do something to solve this problem. After months of R&D, they came up with Tea Bro. This patent-pending product is a ‘Ready to Drink’ Tea which is pre-brewed to perfection from the finest Assam Teas with love and care. Just add TeaBro to a cup of hot water and Done! Your cup of tea is ready in 5 sec. Enjoy the perfectly balanced Milk Tea (in 5 Exotic Indian Flavours), Instantly!

They’ve had tremendous responses from Tea connoisseurs and Tea blenders and tasters about its high quality and Tea innovation. In the last 2 months, since the startup has been live, the market response (where ever Tea Bro is present) has been encouraging.

Tea Bro – Product and USP

Tea Bro’s patent-pending product is a ‘Ready to Drink’ Tea which is pre-brewed to perfection from the finest Assam Teas with love and care.

TeaBro Products

How does the product work?

Just add Tea Bro to a cup of hot water and Done! Your cup of tea is ready in 5 sec. Enjoy the perfectly balanced Milk Tea (in 5 Exotic Indian Flavours), Instantly!

What problem is Tea Bro intending to Solve?
- TeaBags – In using TeaBags the process of brewing is never complete. By the time brewing is complete the temperature of the water goes down. Therefore, there is never a good tea drinking experience with tea bags.
- Premixes are easy to use but lack the quality of the cup. Premixes are made by a process called Spray Drying. Tea is only spray-dried at or above temperatures of 180C. At this temperature range, all the constituents of Tea (its flavors, aroma, enzymes, polyphenols, etc) are all burnt off. Therefore, essentially Premixes have more of a punch of masalas rather than tea.
USP of Tea Bro

Tea Bro is a new category in the instant Tea market. It manufactures and sells India’s first ‘Pre-Brewed Tea Liquid’. This patent-pending product is a ‘Ready to Drink’ Tea which is pre-brewed to perfection from the finest Assam Teas with love and care.

Tea Bro – Founder

Kartic Sharma is the founder of Tea Bro. Being an engineering & management graduate from the University of British Columbia, Canada, Kartic has been associated with companies like Accenture, Invest India, and Delhivery before founding Tea Bro.

Tea Bro – Name Meaning and Logo

The word ‘BRO’, is used very often in urban and rural India now. Even if a person does not know English very well, would know the meaning of this word. Kartic wanted to have the name of the company which is most relatable to the masses. Tea is and will be its main product always. Hence Tea Bro.

Tea Bro Logo

Tea Bro – Business Model

Business Model of Tea Bro –
- Sales (Online + Offline)
- Institutional Sales (hotels, offices, flights, trains, Indian army, etc)
Tea Bro – Launch
- Channels – Tea Bro did pop-up kiosk across Gurgaon (in apartments, offices, co-working spaces, events, etc). This helped people to get introduced to its concept and innovation
- Online sales have been working well for the startup for now
- Tea Bro got an institutional Purchase Order from a large office and a hotel
- Instagram Reels have been very helpful to get a large reach for Tea Bro
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Tea Bro – Challenges Faced

The main challenge faced by the startup was introducing its product in modern retail. They have a huge listing fee. The team worked a deal with them to offer more margin in comparison to high capital costs for listing fees and it worked better for Tea Bro.

Tea Bro – Funding

Tea Bro is currently a bootstrapped startup.

Tea Bro – Competitors

Currently, Tea Bro doesn’t have any direct competition for its offering, ‘Pre-Brewed Tea Liquid’. It is the first company in India to make a product of this sort and therefore for the product and the process, it has a ‘Patent Pending’ status. Instant Tea has traditionally been offered in Tea Bags or Premixes. There are hundreds of companies in India that retail these. Tea Bro is the first company in India to offer ‘Ready To Drink’ tea in a ‘Pre-Brewed Tea Liquid’ format.

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Tea Bro – Recognition

Tea Bro has been nominated by Industry Outlook and Fortune magazine to feature in the ‘Top Upcoming startup edition’.

Tea Bro – FAQs

What is Tea Bro?

Tea Bro manufactures and sells India’s first Pre-Brewed Tea Liquid Decoction (A Instant Tea offering). They are Tea Farmers from Assam and control the entire supply chain of Tea from Farm to Cup.

Who founded Tea Bro?

Kartic Sharma founded Tea Bro in 2021.

What is Tea Bro’s USP?

Tea Bro is a new category in the instant Tea market. It manufactures and sells India’s first ‘Pre-Brewed Tea Liquid’. This patent-pending product is a ‘Ready to Drink’ Tea which is pre-brewed to perfection from the finest Assam Teas with love and care.

Is Tea Bro funded?

No, Tea Bro is a bootstrapped startup as of 2021

How does Tea Bro work?

Just add Tea Bro to a cup of hot water and Done! Your cup of tea is ready in 5 sec. Enjoy the perfectly balanced Milk Tea (in 5 Exotic Indian Flavours), Instantly!
October 4, 2021
How Pepsi Became The World’s 6th Largest and Powerful Military
Your favorite carbonated sugary beverage and 6th largest military in the world? What? It sounds pretty unusual. Doesn’t it? It all started in 1959 with the then Soviet leader Nikita Khrushchev going gaga over a cup of Pepsi offered to him by the Vice President of the Pepsi company Donald Kendall as a marketing tactic. And after decades, this resulted in the Soviet Union’s trading Pepsi Company military equipment in exchange for huge stock of the sugary beverage worth $3 billion. It made Pepsi the sixth largest military in the world. Now it’s believable, isn’t it? But what led the Soviet leader to taste a sip of Pepsi?

How did Pepsi catch the attention of the Soviet Leader?
How was Currency Issue resolved?
The Soviet-Afghan War
Pepsi acquires a military status
Conclusion
FAQs

How Pepsi Became The World’s 6th Largest and Powerful Military

How did Pepsi catch the attention of the Soviet Leader?

American President Dwight Eisenhower and Pepsi

In 1959, American President Dwight Eisenhower wanted to spread and display the American culture and the powers and blessings of capitalism to the entire Soviet Union. So on the 24th of July, 1959, the American Government arranged the American National Exhibition in Sokolniki Park in Moscow. This exhibition was an attempt to display American art, culture, fashion, and futuristic technologies. This way, it was also a method of promoting its products. The then-American Vice President Richard Nixon and Nikita Khrushchev, the leader of the communist Soviet Union, attended the function.

At the opening ceremony, a heated argument took place between Nixon and Khrushchev about capitalism and communism. It came to be known as the very famous Kitchen Debates. This event became a matchstick to light the sparks of the cold war between the U.S. and the Soviet Union. To cool things down and as a guerilla marketing gimmick, the Vice President of the Pepsi Company, Donald Kendall, stepped in and offered Khrushchev a cup of the thirst-quenching sugary goodness.

The taste of the refreshing beverage took the leader aback. So, he wanted to make a deal when the introduction of soda to the Soviet Union would be carried out. This argument was a carefully contrived plan put in execution by Kendall and Nixon to publicize Pepsi soda and make the Soviet leader drink it. The night before the exhibition, Kendall had a conversation with Nixon about staging an argument regarding whether he could use that opportunity to promote his company’s product and get it popular among the Soviet nations. It was a brilliant marketing gimmick that resulted in the widespread popularity of soda among the people of the USSR. That is how Pepsico stepped into this new market and was the first-ever western product to be introduced in the eastern bloc.

After decades of discussions and negotiations, deal finalization took place between capitalist America and the communist USSR But, the Soviet money was useless outside the Soviet Union and was not a recognized currency during those times. The value of the currency was under the domination of the Kremlin.

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How was Currency Issue solved?

The business was decided to be conducted in an old-fashioned way following the barter system. Pepsi agreed to carry out business through the barter system by accepting a universal currency- Vodka! This deal proved beneficial for both parties as to the government-owned vodka. It was available in huge quantities. This way, it also made way for Pepsi, a non-alcoholic beverage set its foot into the alcohol industry as the sole importer of vodka into the States. Pepsi soda became a barter for Stolichnaya vodka, which became extremely popular in the States. In 1972, the establishment of the first Pepsi bottling plant was in Russia.

The business between Pepsi and the Soviet Union was booming. As a result, the palate of the Soviets had already made Pepsi their favorite carbonated drink. The demand for soda rose exceptionally in the Soviet Union. By the second half of the 1980s, the Soviets per year had consumed consumption of billion servings. In 1988, Pepsi became the first company to have received the payment for making a television commercial in the USSR. One such iconic commercial even starred the king of pop, Michael Jackson. More and more people started consuming delicious carbonated drinks. As a result, the demands were even increasing. Pepsi had, by now, about 20 bottling plants in the Soviet Union to keep pace with the ever-rising demand.

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The Soviet-Afghan War
1. The Soviet Union attacked and invaded Afghanistan in 1979 and started a war that continued for ten long years (1979-1989).
2. The Soviet-Afghan War turned America cold and bitter towards the USSR, and the Americans started discarding and boycotting Soviet products, including the Stolichnaya vodka.
3. Its sales dropped extensively in America. Seeing this, Pepsi no longer wanted to supply its product to the USSR in exchange for vodka. The economic and political conditions in the USSR during that time were grim and not so pleasant.
4. But the Soviet Union was desperate to hold on to the deal and continue the import of Pepsi. They started thinking about how they would cover the total cost of $3 billion required to buy the stock of Pepsi soda.
5. After the cold war, the USSR had accumulated a vast amount of military equipment. So, they decided to forgo 17 submarines, a cruiser, a destroyer, a frigate, and some oil tankers and merchant ships in exchange for the $3 billion worth of Pepsi. It had no other option than to accept the deal because Pepsi did not want to suffer losses and lose the Soviet market.
Pepsi acquires a military status

It became a historical event that made Pepsi the sixth largest military in the world, during that time with all its newly acquired military equipment. But all this military equipment was in poor condition, making Pepsi not prepared for any war or battle. So, it was useless. The submarines were damaged and covered with rust. They needed immediate repairing. The ships were not in good condition. Also, the American government was not very supportive of the fact, that a beverage company was the sixth-largest military in the world. Puzzled with the thoughts of keeping this useless military equipment, Pepsi navy sold all of them to a Swedish scrap recycling company to cover the cost of their soda shipment to the Soviet Union.

Conclusion

It was a very brief and short-lived moment for the Pepsi company but a very historical one. However, the USSR disintegrated in 1991, which gave rise to 15 different countries. And it became difficult for Pepsi to conduct business with so many countries instead of one, like before. Seeing this, Pepsi’s rival Coca-Cola swooped right in and entered the beverage market. Pepsi’s sales started dropping. It lost its number one spot in Russia. As a result, Coca-Cola emerged as a replacement.
Which gets us to think what would have happened if the Pepsi navy still had the military equipment instead of selling them? Would it have waged a war against Coca-Cola?

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FAQs

When was Pepsi the 6th largest military?

In 1989 Pepsi got the 6th largest military in the world.

Did Pepsi own submarines?

Pepsi owned 17 submarines, one frigate, one cruiser, and one destroyer in 1989.

How did Pepsi have the 6th largest military?

In 1989, Pepsi and the Soviet Union signed a remarkable deal. The Russians gave Pepsi 17 submarines, one frigate, one cruiser, and one destroyer for $3 Billion worth of Pepsi. This made Pepsi the sixth largest military in the world.
August 31, 2021

Startup Name	Kimaya Himalayan Beverages
Founder & CEO	Abhinav Jindal
Founded	2019
Headquarters	New Delhi
Industry	Alco Bev
Website	kimayahimalayan.com

Financial Year	Turnover
2019-20	INR 22 Cr
2020-21	INR 64 cr
2021-22	INR 42 Cr (as on Nov 15th, 2021)
Total Revenue To Date	INR 128 Cr

Startup Name	Tea Bro
Founder	Kartic Sharma
Headquarters	Gurugram
Founded	2021
Industry	Food & Beverage (Tea)

Tag: Beverage Industry

StartupTalky: Could you briefly share the story behind Salud Beverages and how it evolved from an idea to a leading RTD lifestyle brand in India?

StartupTalky: What are the key trends and opportunities shaping the Ready-to-Drink (RTD) beverage market in India?

StartupTalky: How has the Indian consumer’s approach to RTD beverages changed in recent years, and how does Salud cater to these shifts?

StartupTalky: Your production model leverages leased facilities. How has this strategy helped Salud scale operations while maintaining profitability?

StartupTalky: How was 2024 for Salud? What new products were added, and how did they perform?

StartupTalky: Salud has expanded into lifestyle merchandising and NFTs. How do these offerings align with your brand’s vision and consumer engagement strategy?

StartupTalky: What challenges have you faced in the RTD industry, and how did you overcome them to make Salud successful?

StartupTalky: What are your plans to expand into new markets and launch new products to keep growing Salud?

StartupTalky: As a founder, what advice would you give to entrepreneurs entering the RTD market or similar industries?

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Dunkin’ Donuts – Target Audience

Dunkin’ Donuts – Marketing Mix

Product

Price

Promotion

Place

Dunkin’ Donuts – Marketing Campaigns

America Runs on Dunkin

Time to Make the Donuts

DD Perks

BFFs

Sip. Peel. Win.

Dunkin’ Donuts – Marketing Strategies

Targeted Advertising

Product Innovation

Social Media Presence

Partnership Marketing

Loyalty Programs

Community Involvement

Seasonal Promotions

FAQs

What was Dunkin’ Donuts’ iconic slogan that was launched in 2006?

What are the marketing strategies of Dunkin’ Donuts?

The Name

Rebranding

The shift to Beverages

Beverages Expansion

Evolution since Inception

Conclusion

FAQs

Who owns Dunkin?

Who is the CEO of Dunkin?

Where is the headquarters of Dunkin?

Coca-Cola – About

Coca-Cola – Target Audience

Coca-Cola – SWOT Analysis:

Strength

Weakness

Opportunities

Threat

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Coca-Cola – Brand Positioning

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Coca-Cola – Social Media Campaigns

Coca-Cola – Celebrity Endorsement

Conclusion

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FAQs

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Kimaya Himalayan – Company Highlights

Kimaya Himalayan – About, Vision & Mission

Kimaya Himalayan – Industry Details

Kimaya Himalayan – Idea and Inspiration

Kimaya Himalayan – Products and USP

Key Highlights of the brand:

Kimaya Himalayan – Ideology behind Name & Logo

Kimaya Himalayan – Business & Revenue Model

Kimaya Himalayan – Launch and Marketing Strategies

Kimaya Himalayan – Challenges Faced

Kimaya Himalayan – Growth and Revenue