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Radico Khaitan Bets Big on Luxury Spirits: Aims for ₹500 Crore in Sales, New Brands, and Market Expansion

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Radico Khaitan Bets Big on Luxury Spirits: Aims for ₹500 Crore in Sales, New Brands, and Market Expansion

Radico Khaitan is making a bold push into the luxury spirits market, with plans to generate ₹500 crore in sales from its premium brands by FY26. Managing Director Abhishek Khaitan is confident that the company’s high-end portfolio, including Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, Sangam World Malt, and Spirit of Victory 1999 Pure Malt, will continue to gain momentum as India’s alco-bev market undergoes rapid premiumization.

The company has been experiencing strong growth, with an 8-9% increase in volume and an expected 12-15% rise in value sales. Khaitan believes this trend will continue, especially within the Prestige & Above (PNA) segment, which is projected to grow by more than 15% in the next fiscal year. He noted that the company achieved ₹100 crore in luxury sales in Q3 alone, and for the first nine months of FY24, it had already crossed ₹250 crore. With this trajectory, hitting ₹500 crore by FY26 seems well within reach.

Radico Khaitan is also preparing to expand its luxury lineup with two new brands set to launch in the first half of the next fiscal year. These products have been in development for several years and are expected to further strengthen the company’s position in the premium market. Alongside its existing PNA brands, such as Royal Ranthambore, Dazzle Vodka, and Morpheus Blue, the company is seeing high double-digit growth and expects the momentum to continue.

India’s shifting demographics and increasing disposable incomes are playing a crucial role in this expansion. Every year, nearly 20 million people enter the legal drinking age bracket, fueling demand for premium and super-premium spirits. Despite recent reductions in import duties on bourbon whiskey, Khaitan remains unconcerned, dismissing bourbon as a small player in the Indian market. However, ongoing negotiations between India and the UK over a Free Trade Agreement (FTA) could have a greater impact, particularly on Scotch whisky. While Khaitan supports a gradual reduction in duties, he emphasized that Indian single malts are already outperforming some imported brands, both in pricing and sales. Lower import duties on non-branded bulk whisky from Scotland could help Indian companies like Radico Khaitan reduce costs without compromising their premium positioning.

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Beyond the retail market, Radico Khaitan holds a strong presence in the Canteen Stores Department (CSD) for the Indian armed forces, where it commands a market share of around 26-27%. Khaitan noted that demand for Indian brands remains high, as consumers increasingly prefer homegrown products over foreign alternatives. The company is also expected to benefit from new liquor retail policies in states like Uttar Pradesh and Andhra Pradesh, where an increase in retail outlets is driving growth in the IMFL (Indian-Made Foreign Liquor) segment.

Financially, Radico Khaitan closed FY24 with a gross revenue of ₹15,483.9 crore, selling 45.6 million cases of liquor, including 11.26 million cases in the Prestige & Above category, which saw a 20.3% year-on-year increase. In the December quarter, the company reported a 27% rise in consolidated net profit to ₹95.48 crore, with revenue from operations climbing 8% to ₹4,440.90 crore. The PNA category accounted for 50.9% of IMFL sales, a testament to the company’s successful shift toward premiumization.

To support its growing demand, Radico Khaitan has invested ₹750 crore in a new greenfield distillery in Sitapur and is expanding capacity at its Rampur distillery. The company also operates a distillery in Aurangabad, Maharashtra, bringing its total owned capacity to 320 million liters. Khaitan confirmed that the company’s major capital expenditures are complete, with only routine maintenance investments planned going forward.

Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market

Radico Khaitan is competing with some of the biggest names in the Indian single malt segment, including Amrut, Paul John, and Piccadilly Distilleries, as well as global brands. With a strong distribution network, an expanding luxury portfolio, and aggressive market expansion, the company is poised to become a dominant force in India’s booming premium spirits industry. By focusing on high-quality offerings and capitalizing on evolving consumer preferences, Radico Khaitan is setting the stage for its next phase of growth in the alco-bev sector.

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Haldiram’s Goes Global: First International Outlet Opens in Dubai with a 110-Seater Restaurant and Iconic Indian Dishes

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Haldiram’s Goes Global: First International Outlet Opens in Dubai with a 110-Seater Restaurant and Iconic Indian Dishes

Haldiram’s, a beloved name in Indian snacks and dining, has officially set foot in the international market with its first-ever restaurant in Dubai. Located in Manazil Al Raffa, Bur Dubai, this new outlet brings a taste of home to Indian food lovers while introducing Dubai’s diverse culinary scene to authentic Indian flavors.

Designed to offer both dine-in and quick-service options, the restaurant can accommodate up to 110 guests. The carefully curated menu features a mix of popular Indian street food and traditional dishes—think crispy Raj Kachori, indulgent Choley Bhature, a variety of North and South Indian meals, and a delightful selection of sweets, including Motichoor Ladoo, Kesar Rasmalai, and Kaju Katli. To elevate the dining experience, the restaurant also introduces table service, ensuring guests can enjoy their meals in comfort.

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Expressing his enthusiasm about this international debut, Pankaj Agarwal, Director and Owner of Haldiram’s, shared, “Dubai is a global food capital, and we’re thrilled to bring Haldiram’s to this vibrant city. For decades, we have been committed to delivering authentic Indian flavors, and this expansion allows us to serve our customers with the same warmth and tradition they expect from us. This is just the start—we’re eager to bring our rich culinary heritage to more locations around the world.”

Kailash Agarwal, President – Retail & QSR at Haldiram’s, echoed this excitement, stating, “Dubai’s multicultural food scene makes it the perfect place for our first international restaurant. Our unique format, combining dine-in and quick-service elements, allows us to cater to a wide audience while staying true to our Indian roots. We look forward to sharing the richness of Indian cuisine with a global audience.”

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This launch marks a major milestone for Haldiram’s as it steps onto the international stage. With this expansion into the UAE, the brand continues its mission of bringing authentic Indian flavors to food lovers worldwide, reinforcing its reputation as a leading ambassador of Indian cuisine.

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Karnataka’s Leading F&B Brand, House of Bindu, Eyes ₹1,000 Crore Milestone as It Gears Up for a Massive Pan-India Expansion This Summer!

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Karnataka’s Leading F&B Brand, House of Bindu, Eyes ₹1,000 Crore Milestone as It Gears Up for a Massive Pan-India Expansion This Summer!

House of Bindu has established itself as a formidable player in India’s beverage and snack industry. What began as a regional brand in Karnataka has now expanded its footprint across multiple states, with ambitious plans for nationwide growth.

Diversification and Growth

In 2000, they launched the ‘Bindu’ brand with water, followed by the introduction of their flagship beverage, Bindu Fizz Jeera Masala, in 2002. Today, it remains a leading Jeera fizz drink in Karnataka. However, the brand initially faced challenges, with nearly 50% of stocks being returned from the market. Over time, as the unique taste gained recognition, acceptance among both distribution channels and consumers became easier and faster. Extensive trials were conducted with the sales team, distributors, and in the marketplace, leading to widespread word-of-mouth promotion about the taste and quality of Bindu Fizz Jeera Masala. This helped it establish itself as one of the top beverage brands in Karnataka. In 2004, they expanded their portfolio with the launch of Sipon, introducing other drink variants, and in 2009, they ventured into the snacks segment with the Snakup brand.

As demand grew, the company expanded its distribution to Andhra Pradesh, Telangana, Tamil Nadu, Kerala, Goa, and West Bengal. Recognizing the seasonal nature of the beverage industry, it diversified into snack products in 2009, introducing potato chips, aloo bhujia, and other popular snack items. This strategic move ensured steady year-round revenue.

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Market Position and Financial Growth

House of Bindu has witnessed impressive financial growth over the years:

  • ₹100 crores in revenue by 2013
  • Consistent expansion, with a vision to reach ₹1,000 crores soon
  • A long-term goal to achieve ₹10,000 crores in revenue in food and beverage 

The brand’s success is attributed to its focus on regional taste preferences, competitive pricing, and strong distribution channels. Its ability to maintain quality while keeping costs low has positioned it as a trusted choice among consumers.

National Rollout Plan for 2025

To accelerate its pan-India expansion, House of Bindu has announced an aggressive rollout strategy starting from March this year. The company will be entering key metropolitan and Tier-2 cities across the country, strengthening its presence in:

  • Maharashtra: Mumbai, Pune
  • Delhi-NCR: Delhi, Gurgaon, Faridabad
  • Uttar Pradesh: Varanasi, Kanpur, Lucknow, Prayagraj, Meerut, Gorakhpur, Agra
  • Rajasthan: Jaipur
  • Punjab & Haryana: Ludhiana, Chandigarh
  • West Bengal: Kolkata

This expansion will enhance House of Bindu’s market reach, bringing its popular beverages and snacks to millions of new consumers nationwide.

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Vision for the Future

With a robust presence in multiple states, House of Bindu is focused on strengthening its supply chain, launching innovative products, and further expanding its reach. Beyond India, the company also has aspirations to bring authentic Indian flavors to the global market, solidifying its position as a leading international F&B brand.

By continuously evolving with market demands and staying true to its core values of quality and affordability, House of Bindu is poised to become a dominant force in India’s F&B sector.

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Tanishq’s Newest UAE Move: Grand Sharjah Store Becomes Largest Yet, Offering Jewellery, Titan Watches & More

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Tanishq’s Newest UAE Move: Grand Sharjah Store Becomes Largest Yet, Offering Jewellery, Titan Watches & More

Tanishq, the renowned Indian jewellery brand under the Tata Group, has quietly marked a major milestone with the soft launch of its flagship store in Sharjah, UAE. This new showroom is unlike any other, as it brings together Tanishq jewellery, Titan watches, and Titan Eye+ under one roof for the first time—a first-of-its-kind retail experience for the brand.

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The announcement was made by Aditya Singh, Head of Jewellery International Business at Titan Company Ltd., who shared the news on LinkedIn. “The vibrant and diverse community of Sharjah now has a new luxury destination. We are thrilled to unveil Tanishq’s flagship store in Sharjah, just in time for the holy month of Ramadan,” he wrote.

Located in Rolla Market, the heart of Sharjah’s fine jewellery trade, the store is the largest Tanishq showroom in the city. Singh described it as more than just a retail space, calling it “a tribute to heritage, style, and meticulous craftsmanship,” designed to offer customers a unique and immersive shopping experience.

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As part of the launch, Tanishq is showcasing its latest Power Pearls collection, inviting customers to explore a range of exquisitely crafted jewellery pieces. “As we enter this season of reflection and generosity, we warmly welcome you to experience our collections and be part of this special journey,” Singh added.

Tanishq, a division of Titan, has been redefining jewellery retail since its inception in 1994. It opened its first showroom in Chennai in 1996 and made its international debut in Dubai in 2020. Today, with 410 exclusive stores in over 240 cities across India, the brand continues to expand its global footprint, blending traditional Indian craftsmanship with modern design and innovation.

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Diljit Dosanjh Joins Levi’s as Global Brand Ambassador—A Power Move for the Iconic Denim Giant in India & Beyond

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Diljit Dosanjh Joins Levi’s as Global Brand Ambassador—A Power Move for the Iconic Denim Giant in India & Beyond

Levi’s has tapped Indian singer and actor Diljit Dosanjh as its latest global brand ambassador, making him the first Punjabi artist to represent the iconic denim label. The announcement was made by Amisha Jain, Managing Director of Levi Strauss & Co. for South Asia, the Middle East, and Africa, in a social media post.

“We’re beyond excited to welcome Diljit Dosanjh as the newest face of Levi’s,” Jain wrote. “This partnership is a testament to our commitment to staying deeply connected with culture and collaborating with global icons who redefine boundaries.”

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Known for his unique blend of music, style, and charisma, Dosanjh is set to bring his signature energy to the brand, highlighting Levi’s evolving menswear collection. The campaign will showcase the brand’s latest range of relaxed and loose-fit denim, aligning perfectly with Dosanjh’s effortless fashion sensibilities.

This collaboration follows Levi’s earlier partnership with Bollywood star Deepika Padukone, who became the brand’s first female ambassador in India in 2021.

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Levi Strauss & Co., established in 1853, has built a legacy around its denim craftsmanship and timeless appeal. With a diverse portfolio that includes Levi’s, Dockers, Signature, Denizen, and Beyond Yoga, the brand has a presence in over 110 countries through a vast network of retail stores, department chains, e-commerce platforms, and nearly 3,200 brand-specific stores and shop-in-shops worldwide.

In India, Levi’s has been a household name since 1994 when it set up a wholly owned subsidiary, Levi’s Strauss India Ltd. Today, it operates more than 400 stores across the country, cementing its position as one of the most recognized denim brands in the region.

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Cityflo Rolls Into Delhi: Premium Commute Service Targets Corporate Professionals with 100 Buses and Rs 25 Crore Expansion

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Cityflo Rolls Into Delhi: Premium Commute Service Targets Corporate Professionals with 100 Buses and Rs 25 Crore Expansion

Cityflo, the app-based premium commute service, is making its way to Delhi, bringing a new level of comfort and reliability to corporate professionals. Founded in 2015 by IIT Bombay alumni Jerin Venad, Rushabh Shah, Ankit Agrawal, and Sankalp Kelshikar, the Mumbai-based startup has already made waves in Mumbai and Hyderabad, serving over 2.5 million commuters. Now, it’s setting its sights on transforming Delhi’s chaotic daily travel experience.

Kicking off its operations in the capital, Cityflo will focus on high-traffic corporate hubs like DLF Cyber City, ensuring seamless connectivity between key residential neighborhoods and office spaces. The company plans to deploy 100 luxury buses in its first year, targeting a ridership of over 80,000 professionals. This Delhi expansion alone is expected to boost Cityflo’s annual revenue by Rs 25 crore.

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“Delhi commuters struggle with erratic schedules, subpar vehicle conditions, and last-minute cancellations—even from global ride-hailing services. We’re here to change that. Cityflo is built on reliability, comfort, and ease, making daily office travel a hassle-free experience,” said Jerin Venad, Co-founder and CEO of Cityflo.

Beyond catering to individual riders, Cityflo is aggressively expanding its Cityflo Corporate program, partnering with leading firms in Delhi to offer a seamless and stress-free daily commute for employees. The company aims to redefine corporate travel by eliminating common frustrations such as unpredictable wait times and unhygienic conditions.

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With ambitious plans for rapid growth, Cityflo is eyeing further market expansions in the near future, positioning itself as the go-to choice for professionals seeking a dependable and premium commute. The startup is backed by marquee investors, including Lightbox Ventures, Shark Tank India judge Anupam Mittal, Alteria Capital, and India Quotient, solidifying its presence in India’s growing urban mobility landscape.

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BIGGUYS Aims for 150 Cloud Kitchens by 2030, Eyes ₹72 Crore Revenue

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BIGGUYS Aims for 150 Cloud Kitchens by 2030, Eyes ₹72 Crore Revenue

Fast-growing QSR brand BIGGUYS is making an aggressive push into the Indian market with plans to open 150 cloud kitchens by 2030. The company expects this move to supercharge its growth, boosting revenue to ₹72 crore, according to a statement released on Thursday.

BIGGUYS will begin by launching 50 cloud kitchens in 2025, aiming for an initial revenue target of ₹24 crore. Over the next five years, it plans to triple its kitchen network, capitalizing on the rising demand for affordable, high-quality chicken QSR options.

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Why Cloud Kitchens? The BIGGUYS Playbook

“Cloud kitchens are not just a trend—they are reshaping India’s QSR space. This model gives us the freedom to scale rapidly without the burden of high real estate costs. We’re bringing BIGGUYS’ signature chicken flavors to more people while keeping our operations lean and efficient,” said Biraja Rout, Founder of BIGGUYS.

Unlike traditional restaurant chains, which require significant investment in physical outlets, BIGGUYS is betting on a digital-first, asset-light expansion strategy. The company is targeting Tier 1, Tier 2, and emerging Tier 3 cities, where the appetite for quick, affordable, and high-quality chicken-based meals is growing rapidly.

Omnichannel Growth & Market Expansion

BIGGUYS is positioning itself as a hybrid QSR brand, catering to both delivery-first consumers and dine-in enthusiasts. By leveraging an omnichannel approach, the company aims to strengthen its presence across food delivery platforms while also experimenting with select physical outlets in key locations.

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The brand, known for its Indian-inspired chicken wings and bold flavors, was founded by Biraja Rout, who also launched Biggies Burger. With this latest expansion plan, BIGGUYS is looking to disrupt India’s fast-food market and establish itself as a major player in the country’s growing chicken QSR segment.

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Dairy in 2025: How Health Trends, Plant-Based Rivals, and E-Commerce are Reshaping a $900 Billion Industry

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Dairy in 2025: How Health Trends, Plant-Based Rivals, and E-Commerce are Reshaping a $900 Billion Industry

The dairy industry is undergoing a major transformation, shaped by evolving consumer habits, technological progress, and a growing emphasis on health and sustainability. As we move into 2025, dairy brands must stay ahead of the curve by understanding the key factors influencing purchasing decisions.

Health-Conscious Choices Are Driving Demand

More consumers are choosing dairy products that support their overall well-being. Items fortified with probiotics, protein, and essential vitamins are in high demand, as people become more aware of gut health, immunity, and balanced nutrition. Functional dairy—like probiotic yoghurts and high-protein milk—continues to gain traction.

At the same time, there’s a rising preference for simple, natural ingredients. Consumers are scrutinizing labels more than ever, avoiding products with artificial additives, excessive sugar, or preservatives. Brands that focus on clean-label, minimally processed dairy are winning trust and loyalty.

The Plant-Based Shift Is Reshaping the Market

Dairy alternatives aren’t just a niche anymore—they’re a mainstream movement. More people, especially flexitarians, are incorporating plant-based options like oat, almond, and soy milk into their diets. While traditional dairy remains dominant, brands are expanding their portfolios to include plant-based or hybrid options to meet shifting preferences.

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Convenience and Smart Packaging Matter More Than Ever

Today’s busy lifestyles are fueling demand for dairy products that are easy to consume on the go. Single-serve packs, ready-to-drink flavoured milk, and portable yoghurt pouches are growing in popularity.

Sustainability is also a top priority. Consumers are actively looking for eco-friendly packaging—whether it’s recyclable, biodegradable, or reusable. Brands that integrate sustainable packaging solutions are aligning with the values of environmentally conscious shoppers.

A Return to Local and Traditional Flavours

Nostalgia and regional pride are playing a big role in dairy trends. There’s a growing appetite for traditional dairy products like ghee, paneer, and lassi, which are deeply rooted in cultural heritage. Consumers want products that reflect local flavours and ingredients, making hyper-localisation a key strategy for brands looking to build a loyal customer base.

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Digital Sales and Online Influence Are Reshaping the Industry

Online grocery shopping has made it easier than ever for consumers to access their favourite dairy products. Direct-to-consumer (D2C) sales and subscription-based milk deliveries are becoming more common, providing both convenience and consistency.

Social media is also a game-changer. Consumers rely on digital platforms for product reviews, recommendations, and creative recipe ideas. Brands that engage directly with their audience through social media and influencer partnerships are seeing stronger connections and increased sales.

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Coca-Cola Bets Big on India: BodyArmorLyte Launch, ThumsUp & Sprite Target $2 Billion Sales

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Coca-Cola Bets Big on India: BodyArmorLyte Launch, ThumsUp & Sprite Target $2 Billion Sales

Coca-Cola is set to shake up India’s beverage market this summer with the launch of BodyArmorLyte, a popular global sports drink, as part of its expansion strategy. The company is also eyeing ThumsUp and Sprite to hit the $2 billion sales mark, according to Sundeep Bajoria, Vice President of Operations, Coca-Cola India & Southwest Asia.

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New Launches Amid an Early Summer Surge

With the scorching heat arriving ahead of schedule, Coca-Cola is doubling down on its product portfolio. The company plans to introduce BodyArmorLyte, Honest Tea, and Vitaminwater in India, while expanding the reach of Coke Zero Sugar and Sprite Zero Sugar, giving consumers a wider range of choices.

“We are bringing BodyArmorLyte to India as part of our strategy to expand in the hydration segment. It’s a billion-dollar brand in the US, packed with electrolytes and coconut water, and we plan to roll it out in both cartons and PET bottles,” Bajoria told PTI.

Honest Tea, an organic tea brand made with ingredients sourced from Assam, will also debut in India. Meanwhile, Vitaminwater, currently available at select locations like airports, will see a wider rollout.

ThumsUp & Sprite: The $2 Billion Brands in the Making

Coca-Cola’s local favorites continue to dominate the Indian market, and the company is confident that ThumsUp and Sprite will soon cross the $2 billion revenue milestone.

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“These brands are already performing exceptionally well, but there is still huge growth potential. We are also expanding Minute Maid, which has been steadily gaining momentum,” Bajoria said, without specifying a timeline for the revenue targets.

Coca-Cola Prepares for a Blockbuster Summer

After a record-breaking summer in 2022, Coca-Cola expects another bumper season in 2025. “We were ready for an early summer—we’ve invested in production lines, boosted capacity, and accelerated our market programs to ensure smooth operations,” Bajoria explained.

When asked whether Coca-Cola can sustain growth over last year’s high sales base—driven by extreme heatwaves—Bajoria remained optimistic: “This year will be even bigger. We have the infrastructure and the strategy in place.”

Competition Heats Up: Coca-Cola vs. Campa Cola

With Reliance-backed Campa Cola making aggressive moves in the Indian soft drink market, Coca-Cola remains unfazed. Bajoria echoed Coca-Cola’s global leadership, stating:

“We welcome competition. It pushes us to be more agile and innovative. A competitive market not only benefits companies like ours but also attracts much-needed investment into the beverage industry, which ultimately benefits consumers.”

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HOCCO’s 70-Year Legacy: Ankit Chona’s Bold Plan to Dominate India’s ₹5000 Crore QSR & Ice Cream Market

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HOCCO’s 70-Year Legacy: Ankit Chona’s Bold Plan to Dominate India’s ₹5000 Crore QSR & Ice Cream Market

Ahmedabad-based HOCCO (House of Chonas Collaborative) is not just another ice cream and quick-service restaurant (QSR) chain—it’s a brand built on a rich 70-year-old legacy that began before India’s independence.

The Chona family has been in the food business since 1944, originally operating in what was then undivided Pakistan. After Partition, Satish Chona, an engineer with British Overseas Airways Corporation, moved from Karachi to India, eventually settling in Ahmedabad. In 1953, he launched his first QSR outlet, laying the foundation for what would later become one of India’s most recognizable food brands.

Over the next few decades, the business expanded into casual dining and ice cream manufacturing. However, in 2017, the family sold their ice cream division to a South Korean company, shifting their focus toward a broader food service strategy.

Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market

Fast forward to 2023, the third generation of the family led by Ankit Chona rebranded the business under the HOCCO umbrella, kicking off a new chapter of growth. In just 18 months, HOCCO has positioned itself as one of India’s fastest-growing ice cream brands, with an ambitious goal of becoming the country’s top QSR chain.

A Multi-Channel Business Model

Today, HOCCO operates over 150 outlets and has a presence across 15,000+ retail touchpoints. The company’s revenue is largely driven by its ice cream division, with about 80% of sales coming from general and modern trade. Its parlor business contributes another 10%, while quick-commerce platforms like Zepto, Blinkit, and Swiggy Instamart make up the remaining 8-10%. Ankit Chona expects online sales to rise to 20-25% within two years.

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Expanding Through Multiple Brands

HOCCO has structured its growth through multiple sub-brands, each catering to a specific market segment:

HOCCO Ice Cream Business: The company operates a state-of-the-art factory in Ahmedabad, supplying ice cream to its own restaurants as well as kirana stores, general trade, modern trade, and online platforms.

 • HOCCO Eatery: A fast-food QSR chain with over 75 outlets, combining quick meals with signature ice creams.

 • 1944: A casual dining chain inspired by the brand’s legacy, with spacious 3,000-5,000 sq. ft. outlets, each seating around 100 guests.

• HOCCO Ice Cream Parlours: Dedicated ice cream stores specializing in waffles, sundaes, and frozen desserts, with 150+ locations.

• HOCCO Kitchen: A highway dining concept that mirrors 1944’s offerings but is tailored for travelers.

• Huber & Holly: A premium ice cream brand launched in 2016, now with 20 locations, also available in modern trade and quick commerce. It competes with global giants like Baskin Robbins and Häagen-Dazs.

Future Expansion Plans

HOCCO is gearing up for major expansion, focusing on strengthening its offline presence, scaling up manufacturing, and exploring international markets. The brand’s aggressive growth strategy and deep-rooted legacy position it as a formidable player in India’s evolving food service industry.

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