Be Indian, Drink Global

There is an increasing percentage of young professionals across India for whom premiumisation takes top billing when it comes to the choice of alcoholic beverage. This also means zeroing in on drinks that are truly unique such as soju. And it is here that Klassic Business Advisory (P) Limited (KBAPL), headed by Anshuman Bhardwaj as its Managing Director, plays a significant role by importing into India some of the best and most authentic alcobev brands from across the world.

Just as with many premium category alcoholic beverages available across the world, soju has its own story. Traditionally, soju is fermented white rice with a crisp flavour, a little apple, and sometimes with a touch of burnt rice. Soju is often called the Korean vodka, since it is smooth, mild, and mostly neutral, but it clocks in at about half the alcohol content. The good news is that for those who have developed a taste for soju in India, it is now readily available in India thanks to KBAPL, which was established in 2013 and is involved in the import and distribution of premium alcoholic beverages across India.

Impressive Portfolio 

KBAPL introduced the world’s most popular soju, Chum Churum, to the Indian market and expanded its portfolio to include wine, tequila, vodka and gin. In addition, the company offers two wine brands too: Classic Reina French wine range and Cinquena Australian wine range. These wines have performed well, with increasing acceptance and demand among consumers. The company has strategically placed its wine brands in various bars, restaurants and retail stores to maximise visibility and sales. The company, says Anshuman, focuses on importing high quality, authentic products to meet the demands of the Indian market. It offers a range from affordable to luxurious brands. The decision to enter the Indian market was driven by a gap in the availability of premium quality imported beverages in India. Over the years, the company has built strong relationships with manufacturers, ensuring the authenticity and quality of the products they import. This journey has been marked by a commitment to understanding and fulfilling the evolving tastes and preferences of Indian consumers. “Our main objectives include ensuring the availability of high quality, authentic products and expanding market reach. Over the years, KBAPL has grown its portfolio and market presence, with a focus on covering pan-India by the end of 2024. The company has continually evolved to meet market demands, adding new categories and brands to its portfolio,” says Anshuman.

Adding to the Bouquet

KBAPL plans to expand its portfolio by adding new categories such as Scotch whisky, single malt, aged whiskies, while aligning with its vision of offering a diverse range of premium alcoholic beverages. These additions are in line with the company’s mission to introduce the best quality and authentic products to the Indian market, catering to the sophisticated and evolving tastes of Indian consumers. The new additions to KBAPL’s portfolio have performed well, gaining acceptance in multiple markets and cities across India. These products are available in Delhi, Haryana, Maharashtra, Uttar Pradesh, Uttrakhand, Goa, Tamil Nadu, Karnataka, Assam, Arunachal Pradesh, Meghalaya and West Bengal. The brands in their ambit have presence across a wide range of on-trade (bars, restaurants) and off-trade (retail stores) outlets, reflecting their growing popularity and demand.

Finding its Niche

KBAPL sets itself apart from competitors through its commitment to authenticity, quality, and a diverse product range. The company’s focus on importing products from their original regions ensures authenticity. KBAPL’s market reach and expansion programme reflect its dedication to introducing and distributing top-quality brands across India. The marketing strategy it adopts is important too. KBAPL promotes its brands through various marketing and promotional activities, including events, tastings, social media campaigns, and collaborations with bars and restaurants. “These efforts are aimed at creating awareness and developing consumer tastes for its products, ensuring that consumers are well-informed about the unique qualities of each brand,” Anshuman states. In order to make the products widely available, the company operates through a well-established network of distribution and sales channels, including wholesalers, retailers, and on-trade partners, government depots, duty-free shops, etc. It collaborates with reputable channel partners to ensure the efficient distribution and availability of its products across India. In addition, KBAPL has its own direct presence with manpower in many cities of the Indian market.