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

Embark on a spirited and captivating journey with Shivam Ginglani, the visionary founder of Woodsmen, as we revisit the aftermath of his Raiser's Edge episode. In this exclusive follow-up, join Shantanu Deshpande and esteemed guests Pradeep 'Beer' Gidwani (Ex-MD, Fosters, Redbull Asia & Carlsberg India) and Suhasini Sampath (Co-founder, Yoga Bar) as they delve into the current landscape of Woodsmen. Explore the intriguing dynamics of the alcohol industry, gain valuable insights into the business's evolution since its last appearance, and witness a spirited conversation with seasoned experts. It's an episode filled with industry wisdom, entrepreneurial tales, and the unique charm of the Barbershop! 🥃🎙️✨
0:00:00 - 0:01:28 Sneak Peek : Coming Up!
0:01:29 - 0:04:35 Introducing our guests : Shivam Ginglani, Suhasini Sampath & Pradeep ‘Beer’ Gidwani!
0:04:36 - 00:14:21 Shivam’s journey from Raiser’s Edge & Pradeep’s strategies!
0:14:22 - 0:21:35 The INDIAN Story of Taste!
0:21:36 - 0:32:30 Shivam talks about HIMALAYAN Whiskey - Functional packaging, Production and Price structure
0:32:31 - 0:41:35 “What’s the PRICE?” Shivam, Suhasini, Pradeep and Shantanu discuss Tax structure, Regulation and Distribution system of Alcohol business in Indian Market
0:41:36 - 0:45:40 “COMPLEXITIES are FUN!” Shivam and Pradeep talk about building one of the most favourite Whiskey Brands despite Advertising challenges!
0:45:41 - 0:56:21 Shivam and Pradeep on “Do Alcohol Brands need to have Brand Ambassador?” And “Would you have priced it higher?”
0:56:22 - 1:01:25 Shivam’s Distribution Fears
1:01:26 - 1:09:13 What are some surprise elements in the Alcohol Business?
1:09:14 - 1:13:00 Pradeep and Suhasini’s advice for Shivam
1:13:01 - 1:13:26 Thanking our guests!

[@shukla_cb]

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

[@koushikgajjela4824]

Thank you.

[@BlazeFIRESTORM]

thank you

[@akhildooliganti2260]

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

[@pratikmanghwani7417]

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

[@nishantawale6198]

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

[@Au7160]

Please move to the old setting

[@ansharora4973]

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

[@shrikantjangam]

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

[@ansharora4973]

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

[@sidg3003]

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

[@girishramachandran7030]

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

[@aroo103aryan]

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

[@saurabhkhebade4751]

More power to you

[@abishekraj1506]

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

[@pradeepgidwani]

True

[@divitrana8439]

Absolutely loved this one! Super insightful and full of learnings

[@vamshikrishnarudraraju8828]

Uploaded just minutes ago when did you see

[@divitrana8439]

@@vamshikrishnarudraraju8828 I’m a skimmer, I watch only the interesting bits

[@jeetajani8845]

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

[@saurabhkhebade4751]

Loved this!

[@siners77]

How does one become a part of such startup’s ? some insight would help people living in smaller cities.

[@brajeshpatel126]

🔥

[@nitujain7429]

Shivam Ginglani do see Positive in everything even breakage

[@46kaushik]

Pricing is good When is it launching?

[@JellyBeansIndia]

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

[@templogical3095]

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

[@ajishkurian6183]

I like the sunmica on the table.

[@adeebquamar405]

I think most your viewers want podcast with Pradeep

[@unlearnwithprasanna]

Not a single drop is good for you.

[@rd-rams2193]

Bring someone from ITC

[@ravi799]

Please someone put some sense into Karnataka govt to lower the tax on alcohol. It's 4 to 5 times expensive than the rest of India. We can get good tax from other industries also. Why do people of Karnataka have to suffer so much

[@AnarchistDoc]

Suffer?, I want my state to implement these rules to discourage drinking

[@Onlyabhi9]

capturing india's SIN MARKET