Excellence Crafted from Local Roots

In a diverse and culturally rich country like India, establishing a connection with local consumers can significantly enhance brand acceptance and loyalty. In a competitive Indian market, a strong local identity can differentiate a brand from the global and domestic competitors, states Bharat Gandhi, Vice President and Head Operations (IMFL), Triveni Engineering and Industries Ltd.

Entering and expanding in the competitive Indian whisky market requires a strategic approach that balances pricing, quality and branding to effectively attract and retain consumers. Bharat Gandhi explains that the related strategy involves adopting a tiered approach to cater to diverse consumer segments, place emphasis on quality and authenticity and employ modern, localised branding to resonate with a varied audience. Further, strong local identity is crucial for whisky brands entering the Indian market. Bharat strongly advocates for establishing a connection with local consumers, which he thinks, can create a unique position that appeals to consumers seeking products that reflect their own culture. To cite an example, Triveni Engineering and Industries has adapted a tiered strategy, leveraged local insights and tailored its branding and marketing efforts to resonate with regional audiences. “Our brand can effectively establish and maintain a compelling local identity to build stronger emotional bonds with our consumers. We are sure that this loyalty will translate into repeat purchases and word[1]of-mouth recommendations,” says Bharat. Developing new whisky brands often starts with a mix of passion, creativity, and a keen understanding of market trends. The aim is to make the consumers’ every sip and moment memorable by fulfilling their demand for quality, authenticity and variety in a rapidly evolving market.

Focus on Artisanal Whiskies

In the case of Triveni Engineering and Industries, the inspiration to develop new whisky brands came from a combination of economic growth, changing consumer preferences to try new quality products, a desire to innovate and offer products that cater to diverse tastes and market segments. “Consumers today are increasingly looking for artisanal whiskies that offer exceptional blend and authentic craftsmanship,” Bharat airs candidly. He informs that their company forayed into the IMFL industry with two whisky brands: The Crafters Stamp Rare Artisan Blended Whisky and Matsya Triple Reserve Blended Whisky. These two whisky brands were recently launched in Uttar Pradesh in the super premium and premium whisky segment. “As a new brand we have differentiated ourselves from established ones by focusing on our exceptional blend and craftsmanship and also by crafting a compelling brand narrative that resonates with young Indian consumers to create a strong emotional connection. Additionally, both brands have high-quality, visually appealing packaging to stand out on the shelf and attract consumers looking for an upscale experience,” Bharat states.

Creating Brand Identity

The brands of Triveni Engineering and Industries cater to regional tastes, and use modern branding to appeal to young, conscious and trend[1]focused consumers. Packaging and brand architecture are developed by a renowned international agency after through semeiotics research and multiple consumer research. Blend development is done by a renowned master blender and validated by expert panel and proper multilevel consumer research. Their whiskies are produced at a state-of-the art facility. Top international industry partners have been roped in to create packaging materials, including bottles, labels, monocartons, etc. as well as blend formation. “We have conducted thorough research to understand the preferences, buying behaviours and the regional nuances of Indian consumers. This has helped us in tailoring our product offerings to meet local tastes and trends. We will start with select cities or regions where the demand for premium and super premium whiskies is higher. This will allow us for focused marketing efforts and help in building a strong brand presence before scaling up,” Bharat informs. For broader appeal, the company is offering products in the mid-range price segment that balance quality with affordability. This will help it in capturing a larger customer base while maintaining a perception of value. Their whisky products are a combination of exceptional blends and attractive premium packaging. The company has ensured that their whisky products’ quality and craftsmanship world exceed consumer expectations on account of the high-quality ingredients, strict production standards and regular quality checks. “To establish a strong presence and connect with Indian consumers, we have developed distinctive packaging that will stand out on the shelf, and reflects the brand’s identity. We will focus to embrace innovative marketing techniques, experiential marketing, localised content and strategic collaborations,” Bharat explains. By focusing on interactive experiences, their brands can effectively engage with consumers, build brand loyalty, and create differentiation in the competitive Indian whisky market.

Challenges and Opportunities

Whisky brands in India face challenges such as complex regulations, high taxes and advertising restrictions, along with distribution and counterfeiting issues. However, there are significant opportunities due to the growing middle-class, urbanisation, increased exposure to global brands and rising interest in premium and super premium whiskies. The expanding young, adventurous and educated consumer base also presents avenues for growth of the whisky market in India.