Tilaknagar Industries,͏͏ a͏͏ prominent͏͏ Indian-Made͏͏ Foreign͏͏ Liquor͏͏ (IMFL)͏͏ producer,͏͏ has͏͏ invested͏͏ INR͏͏ 8͏͏ crore͏͏ to͏͏ secure͏͏ a͏͏ 36.17%͏͏ equity͏͏ stake͏͏ in͏͏ Round the Cocktails (RTC),͏͏ the͏͏ company͏͏ behind͏͏ the͏͏ premium͏͏ mixer͏͏ brand͏͏ Bartisans.
Strategic͏͏ Move͏͏ to͏͏ Tap͏͏ Into͏͏ India’s͏͏ Growing͏͏ Cocktail͏͏ Culture:
This͏͏ investment,͏͏ made͏͏ through͏͏ a͏͏ combination͏͏ of͏͏ primary͏͏ funding͏͏ and͏͏ secondary͏͏ acquisition,͏͏ highlights͏͏ Tilaknagar’s͏͏ strategic͏͏ effort͏͏ to͏͏ capitalize͏͏ on͏͏ the͏͏ burgeoning͏͏ cocktail͏͏ culture͏͏ and͏͏ the͏͏ rising͏͏ trend͏͏ of͏͏ at-home͏͏ drinking͏͏ in͏͏ India.
Continue͏͏ Exploring:͏͏ Tilaknagar Industries to͏͏ invest͏͏ INR͏͏ 13.15͏͏ Crore͏͏ in͏͏ Spaceman͏͏ Spirits͏͏ Lab,͏͏ doubling͏͏ stake͏͏ to͏͏ 20%
Investment͏͏ Breakdown:
The͏͏ investment͏͏ includes͏͏ INR͏͏ 3͏͏ crore͏͏ as͏͏ a͏͏ primary͏͏ infusion͏͏ into͏͏ Bartisans͏͏ and͏͏ INR͏͏ 5͏͏ crore͏͏ for͏͏ the͏͏ secondary͏͏ acquisition͏͏ from͏͏ current͏͏ shareholders.͏͏ The͏͏ funds͏͏ will͏͏ be͏͏ used͏͏ to͏͏ support͏͏ growth,͏͏ marketing͏͏ efforts,͏͏ and͏͏ distribution͏͏ of͏͏ Bartisans’͏͏ products.͏͏ Furthermore,͏͏ Tilaknagar͏͏ Industries͏͏ will͏͏ have͏͏ the͏͏ right͏͏ to͏͏ appoint͏͏ a͏͏ director͏͏ to͏͏ Bartisans’͏͏ board.
Amit͏͏ Dahanukar,͏͏ Chairman͏͏ and͏͏ Managing͏͏ Director͏͏ of͏͏ Tilaknagar͏͏ Industries,͏͏ stated,͏͏ “Our͏͏ investment͏͏ is͏͏ fueled͏͏ by͏͏ the͏͏ rise͏͏ of͏͏ a͏͏ vibrant͏͏ cocktail͏͏ culture͏͏ in͏͏ India͏͏ and͏͏ the͏͏ increasing͏͏ trend͏͏ of͏͏ convenient͏͏ ‘at-home’͏͏ drinking.͏͏ This͏͏ partnership͏͏ offers͏͏ significant͏͏ synergies͏͏ with͏͏ our͏͏ current͏͏ premium͏͏ brandy͏͏ and͏͏ our͏͏ upcoming͏͏ luxury͏͏ portfolio.͏͏ We͏͏ are͏͏ excited͏͏ to͏͏ collaborate͏͏ with͏͏ Bartisans͏͏ to͏͏ co-create͏͏ innovative͏͏ cocktail͏͏ mixers͏͏ for͏͏ brandy.”
The͏͏ cocktail͏͏ mixer͏͏ startup,͏͏ established͏͏ in͏͏ 2021͏͏ by͏͏ the͏͏ mother-son͏͏ team͏͏ Jovita͏͏ and͏͏ Jordan͏͏ Mascarenhas,͏͏ will͏͏ now͏͏ hold͏͏ a͏͏ 56.54%͏͏ ownership͏͏ stake͏͏ in͏͏ the͏͏ company.͏͏ The͏͏ remaining͏͏ equity͏͏ share͏͏ capital͏͏ will͏͏ be͏͏ allocated͏͏ to͏͏ the͏͏ Employee͏͏ Stock͏͏ Ownership͏͏ Plan.
Jovita͏͏ Mascarenhas,͏͏ co-founder͏͏ of͏͏ Round͏͏ the͏͏ Cocktails,͏͏ said,͏͏ “With͏͏ Tilaknagar͏͏ Industries’͏͏ expertise͏͏ in͏͏ the͏͏ alco-bev͏͏ sector͏͏ and͏͏ our͏͏ vision͏͏ for͏͏ innovative͏͏ cocktail͏͏ experiences,͏͏ this͏͏ partnership͏͏ presents͏͏ an͏͏ exciting͏͏ opportunity͏͏ to͏͏ take͏͏ Bartisans͏͏ to͏͏ new͏͏ heights.͏͏ We͏͏ are͏͏ confident͏͏ that͏͏ this͏͏ collaboration͏͏ will͏͏ enhance͏͏ our͏͏ brand͏͏ and͏͏ broaden͏͏ our͏͏ market͏͏ presence.”
Bartisans’͏͏ 2024͏͏ Revenue͏͏ and͏͏ Market͏͏ Reach:
In͏͏ fiscal͏͏ year͏͏ 2024,͏͏ the͏͏ pour-to-drink͏͏ startup͏͏ achieved͏͏ a͏͏ revenue͏͏ of͏͏ INR͏͏ 3.5͏͏ crore,͏͏ fulfilling͏͏ orders͏͏ in͏͏ over͏͏ 70͏͏ Indian͏͏ cities͏͏ and͏͏ operating͏͏ across͏͏ various͏͏ channels,͏͏ including͏͏ direct-to-consumer,͏͏ modern͏͏ retail,͏͏ and͏͏ quick͏͏ commerce.
