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Outdoor clothing & gear brand Gokyo expands its footprint with new Bengaluru store

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Gokyo
Gokyo (Representative Image)

Gokyo, an emerging player in India’s adventure apparel and gear market, has inaugurated its first in Bengaluru. Alongside its flagship store in Mumbai, Gokyo’s products are accessible in distinguished outdoor stores across Maharashtra, Noida, Srinagar, and Sikkim. The brand intends to further extend its presence in South India with a forthcoming store opening shortly in Hyderabad.

Situated at LV Plaza, 7th Main Rd, HRBR Layout 1st Block, Banaswadi, the new Bengaluru store is a collaboration with the burgeoning outdoor and adventure retail chain “Mountains Within.” This outlet aspires to be the premier destination for adventurers, providing premium-quality apparel and gear for both experienced mountaineers and casual hikers.

The grand opening took place on Saturday, June 1, presided over by former MLA Vinisha Nero. The event showcased an evening with distinguished Everest climbers Sunil Nataraj and Venkatesh Maheshwari, co-founder of Gokyo.

The brand now offers a comprehensive range of outdoor and trekking products, specifically designed for expeditions reaching up to 20,000 feet.

Venki Maheshwari, Co-Founder of Gokyo, stated, “We are thrilled to introduce Gokyo’s cutting-edge, high-quality adventure gear to the Silicon Valley of India. Our objective is to furnish adventurers with premium products and firsthand expertise, guaranteeing they are well-equipped for their forthcoming outdoor escapade. As we broaden our presence across the nation, we aspire to motivate more individuals to embark on exhilarating adventures.”

The brand name “Gokyo” is inspired by Gokyo Ri, a peak celebrated for its breathtaking panoramic vistas of the Everest region. Deriving from the heritage of the Sherpa tribe and the tranquil Gokyo Lake at its base, the brand’s vision and mission are profoundly grounded in this rich cultural milieu.

Gokyo’s Comprehensive Range of Outdoor and Trekking Products

To accommodate the varied requirements of adventurers and furnish a comprehensive experience of its extensive product range, the new store will showcase Gokyo’s Explorer, Alpine, and Sherpa series, each tailored for different climatic conditions and expedition levels.

Sherpa Series: Engineered for adventurers confronting exceedingly cold temperatures spanning from 10°C to -5°C, this series utilizes unique fabrics with bonded and brushed inner layers to optimize comfort, flexibility, and heat preservation.

Alpine Series: Aimed at intermediate adventurers managing mild winter conditions and lower altitudes, this series merges functional styling with protection against cold and harsh UV rays.

Explorer Series: Ideal for beginners, this series provides comfort and protection against mild winters and lower altitudes, safeguarding users from both cold and sun exposure.

By furnishing customized solutions for diverse levels of adventurers, Gokyo guarantees everyone is outfitted with the optimal gear for their expedition.

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From pandemic pivot to 250% growth target: How Graviss Good Foods is leading plant-based eating in India!

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Romil Ratra, CEO of Graviss Good Foods
Romil Ratra, CEO of Graviss Good Foods

In an era where dietary preferences are shifting rapidly, Graviss Good Foods is making waves with its innovative brand, Plantaway. With the ambitious goal of achieving 250% growth in the 2024-2025 fiscal year, Romil Ratra, CEO Graviss Good Foods, shares insights into the brand’s journey and the burgeoning plant-based food market.

Romil Ratra, with decades of experience in the hospitality industry, has been instrumental in steering Graviss Good Foods towards new horizons. “There’s a huge shift incoming and its driven by people realising how important what they consume is for them,” he states. The COVID-19 pandemic further underscored the connection between diet and health, propelling the company to venture into the ‘better-for-you’ food and beverage space.

In early 2020, Graviss Good Foods initially introduced the Brooklyn Creamery, a healthy ice cream brand that defied the conventional belief that taste, and health are mutually exclusive. The brand quickly adapted to the pandemic by pivoting to a delivery-first model. “When we started, we had just 12 flavors and 20 SKUs. Today, we have over 60 SKUs in multiple formats and four different ranges, including vegan, high protein, and keto options,” says Ratra. This adaptability and consumer-centric approach have seen the Brooklyn Creamery expand to over 1000 points of sale in India and the Middle East.

Building on this success, Graviss Good Foods launched Plantaway, a plant-based food solutions company, about a year ago. While the demand for plant-based options is growing, the brand recognizes that it remains relatively small. Therefore, the focus was on creating products that not only tasted great but were also functional and easy to integrate into existing culinary practices. “We created our first product line with taste, functionality, and application as our primary goals,” Ratra explains.

Understanding this, Plantaway developed the first product in the range: plant-based mylks that would allow chefs/ home consumers to easily incorporate these into their daily usage without sacrificing convenience or quality. The company’s rigorous testing, including trials with local tea vendors and dessert makers, ensured that their plant-based milk was robust and versatile.

Continue Exploring: Nestlé India collaborates with SOCIAL and BOSS Burger to debut MAGGI’s plant-based menu across major cities

The Plantaway range now includes a variety of plant-based alternatives for meats, dairy alternatives like cheese, butter, and mayos and an all new range of indulgent plant-based gelatos, catering to the growing demand for vegan and health-conscious food options. “Our products are designed to make it easy for culinary professionals or the home consumer to incorporate plant-based options into their menu / meals without compromising on quality or taste,” Ratra emphasises.

Consumer awareness and demand for quality have been pivotal in the brand’s growth. “The Indian consumer has evolved so much; they know exactly what they want,” Ratra says. This informed consumer base is driving the category forward, making it essential for brands like Plantaway to stay ahead with innovative and high-quality products.

Reflecting on the groups performance, Ratra reveals that the past year has been a great one. “We did double of what we did in the previous year across both India and the Middle East,” he shares. The company’s success can be attributed to its relentless focus on consumer feedback and continuous improvement. “We conduct consumer conversations every month in different geographies to understand their needs and preferences,” he adds.

The brand anticipates around 250% growth for 2024-25. “We’re being fairly aggressive in our approach and have a range of new products in the pipeline,” says Ratra.

Continue Exploring: The Good Food Institute India unveils first comprehensive report on India’s $4.2 Billion smart protein sector

Looking ahead, Ratra is confident about Plantaway’s growth trajectory. The brand’s strategic focus on sampling and consumer engagement, combined with its robust distribution network, positions it well for continued success. “We’re here for the long haul. We’re passionate about what we do, and we’re committed to giving it our best every single day,” he concludes.

The Brooklyn Creamery too is evolving from being the premier better-for-you ice cream brand and expanded into low calorie RTD milkshakes last year. Recognizing the potential in other dairy-related products, they recently launched two specialised milk products: lactose-free milk and India’s first high-protein milk.

As Graviss Good Foods gears up for a promising future, Plantaway stands out as a testament to the power of innovation and consumer-centricity in the ever-evolving food industry. With Ratra at the helm, the brand is set to redefine plant-based eating in India and beyond.

Continue Exploring: GFI India study unveils popular choices in plant-based foods: Chicken seekh kabab and soy milk lead the pack in consumer trials

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Fashion-tech startup Newme opens its largest store yet in Hyderabad

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Newme
Newme

Newme, a Gen Z-focused fashion-tech startup, has expanded its presence in India by opening its largest flagship store to date in Hyderabad, as announced by a company official on social media.

The store, situated on the ground floor of Sarath City Capital Mall in Kondapur, Telangana, occupies an expansive 5,000 square feet of carpet area.

“We’re thrilled to announce our arrival in Hyderabad! Our largest store yet, spanning an impressive 5,000 square feet, is designed to inspire creativity and self-expression through fashion,” said Sumit Jasoria, co-founder of Newme, in a LinkedIn post.

Continue Exploring: GenZ-focused fashion startup Newme raises $5.4 Million in funding round led by Fireside Ventures

“I never envisioned that within a year of opening our first store in Bengaluru, we would expand to five stores across India in such a short time,” Jasoria continued.

Established in 2022 by Jasoria, Shivam Tripathi, Vinod Naik, and Himanshu Chaudhary, Newme aims to cater to over 500 million Gen Z consumers in India and Southeast Asia. The company introduces more than 500 designs weekly and leverages technology to streamline its supply chain.

Nationwide presence of Newme & future plans

The online-first brand currently operates a total of five stores nationwide, situated at Orion Mall in Bengaluru, Forum South in Bengaluru, Infiniti Mall in Mumbai, Elante Mall in Chandigarh, and the latest addition at Sarath City Capital Mall in Kondapur.

Newme is set to unveil its next store in Indore, with plans to expand to over 12-15 stores across India by the end of 2024.

Continue Exploring: Newme maps expansion plan with first brick-and-mortar store launch in Mumbai

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DH Brands enters consumer market, launches India’s most powerful and leanest energy drink

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Rocketfuel Energy Drink
Rocketfuel Energy Drink

DH Brands, a beverage contract manufacturer with over 20 years of expertise, is proud to introduce its own brand portfolio, featuring Rocketfuel as the flagship brand.

Rocketfuel – Original Punch is a groundbreaking energy drink crafted for the active Indian consumer seeking a powerful yet healthy boost. This zero-calorie, zero-sugar beverage provides a robust energy surge with only eight clean ingredients, making it the leanest option available on the market.

“We’re excited to enter the consumer market with Rocketfuel,” says Chirag of DH Brands. “For decades, my senior partners and I have been trusted to create successful beverage products from our humble plant in Bangalore. Now, we’re leveraging that experience to develop and launch our own innovative products.”

Continue Exploring: Radiohead Brands makes a bold move into energy drinks market with Hustle

Rocketfuel: Powerful Energy, Clean Formula

Rocketfuel Original Punch delivers a potent energy boost with its unique blend of Caffeine, Taurine, CoQ10, L-Theanine, BCAA, and Choline L-Bitartrate. Free from artificial colors, it ensures a clean and refreshing taste.

A Competitive Choice

“We understand that consumers are increasingly health-conscious,” says Chirag. “”Rocketfuel is reasonably priced, delivering a powerful and guilt-free energy boost without breaking the bank. This extends to our marketing and social media communication, where our witty, Gen-Z-oriented content has earned millions of likes and shares.”

DH Brands: Bottling Expertise, Branded Innovation

With decades of experience in contract manufacturing for beverage brands of all sizes in the non-alcoholic market, DH Brands is poised to expand its own portfolio. Leveraging this expertise, DH Brands aims to lead in sports nutrition and modern beverage innovation, providing consumers with a variety of innovative and delicious options.

Continue Exploring: Tata Consumer Products launches ‘Say Never Energy Drink’, set to compete with top brands

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HealthKart’s Incredio brings back slim shake in mouth-watering chocolate and mango flavours

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Incredio Slim Shake Chocolate & Mango Flavour
Incredio Slim Shake Chocolate & Mango Flavour

Incredio, a subsidiary of HealthKart, a leading health supplement company in India, is excited to announce the return of its beloved Slim Shake in two delicious flavors – Chocolate and Mango. This reintroduction is designed to provide an efficient and lasting weight loss solution tailored specifically for health-conscious Indian customers.

By offering a nutritious and balanced alternative to traditional weight loss methods, Incredio Slim Shake has become the go-to choice for many in India seeking a sustainable and effective solution. This revolutionary shake helps individuals cut down on excess calories without compromising on essential nutrients, making it a favorite among those looking for a healthier alternative.

Continue Exploring: Fast&Up unveils new RTD beverage for athletes and fitness enthusiasts

Each serving of Incredio Slim Shake is carefully formulated to provide a wholesome meal replacement. It contains an impressive 22 grams of a triple-blend protein, including whey, soy, and casein, which work together to keep you feeling fuller for longer. This helps reduce unnecessary snacking and overeating. Additionally, the shake boasts 6.7 grams of high fiber, which aids in digestion and promotes a sense of fullness. And all of this comes at only 221 calories per serving!

But what truly sets Incredio Slim Shake apart is its focus on nutritional completeness. Enriched with 24 essential vitamins and minerals, it ensures that your body receives the nourishment it needs to support healthy, long-term weight loss. With Incredio, there’s no need for extreme diets or depriving your body of vital nutrients. Instead, you can confidently take a balanced approach to achieving

The product will be offered in a 480gm pack size, starting at a price of INR 799/-. It is available for purchase online through the company’s website and can also be found on popular e-commerce platforms such as Amazon, Flipkart, and Myntra.

On the relaunch of Slim Shake, Incredio Brand Head Ms. Neha Gupta expressed, “We are delighted to reintroduce Incredio Slim Shakes, which cater to the increasing demand for health and fitness among Indians. Our reintroduced shakes in Chocolate and Mango flavours strike a balance between taste and essential nutrition, offering a well-rounded approach to weight loss. We remain dedicated to supporting our customers in their health journey by providing products that are not only effective but also enjoyable.”

A survey conducted by EY India revealed that Indian consumers are becoming increasingly aware of the importance of health, fitness, and comprehensive nutrition. The COVID-19 pandemic has further emphasized the significance of health and immunity, resulting in a notable change in consumer behaviour towards natural food, health supplements, and specialized diets.

Continue Exploring: Parle Agro’s Dhishoom widens reach, rolls out nationwide to redefine jeera masala beverage market

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Flipkart to expand into food and beverage category on govt-backed ONDC platform

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Flipkart
Flipkart

Flipkart, the ecommerce giant, is reportedly planning to enter the food and beverage (F&B) category on the government-backed Open Network for Digital Commerce (ONDC) soon.

This indicates that customers will soon have the option to order from a variety of restaurants and fast food chains like Domino’s and McDonald’s via the Flipkart app.

Flipkart is actively engaging in discussions with ONDC for the integration process, as reported by ET, citing sources.

The report mentioned that food and beverages (F&B) is only the beginning for Flipkart on ONDC, with logistics to come next, offering competitive prices and swift responses. Despite being in the final stages of integration with ONDC in February, Flipkart’s logistics arm, Ekart, has not been very active.

Continue Exploring: Flipkart’s grocery segment expands rapidly, achieving 1.6X YoY growth

The company plans to operate on the buyer side of ONDC, allowing consumers to order food while browsing fashion and apparel on Flipkart. This new service is expected to make Flipkart’s F&B ordering operations more efficient, as it eliminates the need to maintain a fleet of food delivery personnel or convince restaurants to list their offerings on Flipkart, as per the report.

In April, reports indicated that the government had urged ecommerce giants Amazon and Flipkart to establish ONDC storefronts on their websites to support the network in expanding operations, streamlining deliveries, and resolving any issues or delays.

This comes after ONDC reported rapid growth in May, with a record 89 Lakh transactions across retail and ride-hailing segments, marking a 23% month-on-month (MoM) increase.

Continue Exploring: ONDC sees record growth in May, registers 89 Lakh transactions

Launched in 2021 by the Department for Promotion of Industry and Internal Trade (DPIIT), ONDC is an open protocol-based network designed to facilitate local commerce in various sectors such as grocery, mobility, and more.

Leveraging this platform, the government aims to increase India’s ecommerce penetration to 25%, with ONDC targeting a gross merchandise value (GMV) of $48 billion in the coming years.

Many startups and major companies have joined the ONDC network since its inception to improve their business operations.

In April, Ola was working on a feature that would allow users to buy groceries, fashion items, and apparel directly through its app. Likewise, PhonePe introduced services such as food delivery and ticket booking through the ONDC platform.

Companies like Delhivery, Dainik Jagran, Uber, IDFC Bank, Kotak, Dunzo, and Tata Neu have integrated their services with ONDC. Furthermore, the Adani Group, led by Gautam Adani, is reportedly exploring opportunities to enter the ecommerce and fintech sectors through the ONDC platform.

Reliance Retail, another conglomerate, has reportedly launched a pilot program on the ONDC platform through Fynd to explore opportunities within the network.

Additionally, 12 Indian unicorn startups—including EaseMyTrip, OfBusiness, Zerodha, and PhysicsWallah—signed letters of intent to join the Open Network for Digital Commerce (ONDC), according to a May announcement from the Department for Promotion of Industry and Internal Trade (DPIIT).

Continue Exploring: Govt pushes for ONDC shopfronts on e-commerce giants Amazon and Flipkart

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Indians prefer premium home drinking even as bars reopen, reports show

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Liquor
(Representative Image)

Even with bars and restaurants fully operational again, Indians continue to consume more alcohol at home than they did before the pandemic. Tipplers, especially older and wealthier individuals, are choosing premium products for their house parties.

The latest data from global alcohol market analysts IWSR shows that 79.2% of alcohol and beverage volume sales in India last year were ‘off-premise,’ meaning outside of bars and restaurants. While this percentage has decreased from 82.4% in 2022, it still exceeds the pre-pandemic figure of 72.5% in 2019.

During the Covid period, with clubs, bars, and restaurants shuttered, individuals turned to drinking at home. Even after the initial relaxation of restrictions, people persisted in socializing at home. This shift in behavior has endured, and according to companies, one consequence of the pandemic is that many individuals no longer view drinking at home as taboo.

Continue Exploring: From party ender to party starter: Tequila sales double in India, becoming fastest-growing spirit

Premiumization and Cocktail Culture:

“The trend is here to stay as customers realise they can get premium cocktails of a higher calibre for a lot less money than they can at bars. Additionally, they have become proficient in cocktail mixing and can replicate similar experiences at home,” explained Amar Sinha, Chief Operating Officer at Radico Khaitan, known for brands such as Jaisalmer Gin, Rampur Whiskey, and Magic Moments Vodka.

In India, the majority of liquor stores used to resemble small, dilapidated shacks with modest grilles, particularly in smaller towns. However, according to companies, in major metropolitan areas and some large cities, the retail experience has evolved to a more relaxed ambiance, with many liquor shops resembling supermarkets.

In 2019, bars and restaurants comprised 27.5% of total liquor sales in the country. However, in the case of beer, which is more closely associated with outdoor social gatherings than at-home consumption, their share was approximately 40%. Presently, on-trade represents 28.4% of beer sales, indicating a reduced reliance on restaurants for growth as consumers transition to microbreweries.

Continue Exploring: Bacardi India intensifies focus on premiumization as demand for high-end spirits surges

“Previously, beer offerings were limited to lager, but now consumers have a plethora of options within the beer segment, including wheat beer, stout, and IPA. Additionally, consumers favor freshly brewed beer served straight from the tap over mainstream bottled varieties, which has fostered the growth of microbreweries,” explained Teja Chekuri, Managing Partner at Ironhill India, the operator of India’s largest brewery.

On a global scale, on-trade consumption, or drinking at bars and pubs, surpasses that of India, which faces challenges such as a limited number of venues with liquor licenses. Additionally, with most alcohol and beverage companies prioritizing the sale of fewer but higher-quality products, this trend aids their promotion of more expensive products and encourages experimentation.

Meanwhile, the growth rate in the overall spirits market has decelerated from the 12-15% observed in the post-Covid years to 4% in the last fiscal year. This slowdown can be attributed in part to consumers’ reluctance to spend on discretionary products.

“Customers are becoming more frugal with their money by attending fewer social events, which highlights how crucial it is to establish brand equity. They remain loyal to high-quality brands,” stated Hina Nagarajan, Managing Director and Chief Executive of United Spirits, during an earnings call with analysts. “So, despite moderation and consumption slowdown in certain segments due to financial constraints, consumers are not compromising on quality.”

Continue Exploring: Radico Khaitan announces Bollywood actor Arjun Kapoor as brand influencer for premium liquor range

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Amazon steps up support for Indian creators with ‘Creator University’ & ‘Creator Connect’ programs

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Amazon

Amazon has introduced fresh initiatives aimed at creators in India. The e-commerce giant has unveiled Creator University and Creator Connect, educational programs tailored to meet the needs of the expanding influencer community in the country.

The corporation announced that Amazon Creator University will provide creators with a range of resources including video tutorials, articles, practical advice, workshops, and case studies, all geared towards helping them effectively sell their products on the marketplace. This initiative will serve both established influencers and those aspiring to become influencers.

The e-commerce site stated in a statement that “through a curated selection of resources, the programme offers participants with the foundational knowledge & practical strategies to cultivate a sustainable business on the Amazon marketplace.”

Continue Exploring: Amazon surpasses rivals as Gen Z’s top fashion destination in India, survey finds

Meanwhile, Creator Connect will organize in-person events and workshops for creators, enticing new talent to join its flagship Amazon Creator Program. Within this endeavor, Amazon will facilitate interactive workshops led by influencers, seeking to nurture a thriving community of creators in anticipation of its upcoming major sales events later this year.

“Creator Connect comprises a series of face-to-face gatherings aimed at nurturing connections, knowledge acquisition, and advancement for creators within the Amazon network. Strategically scheduled alongside significant sales events and Amazon initiatives, these gatherings serve dual purposes: igniting anticipation for forthcoming promotions and enticing fresh talent to join the Amazon Influencer Program,” the statement elaborated.

With this move, the US-based ecommerce behemoth aims to capitalize on the burgeoning Indian creator economy, which has surged in prominence in recent years. To provide context, social media powerhouse Meta highlighted in a report last year that a significant portion of surveyed Indian online shoppers found beauty brands through social media channels.

The report also emphasized that 76% of surveyed consumers discovered fashion brands through social media. These two core categories are precisely the areas Amazon intends to leverage to drive sales and launch a robust offensive against its competitors, including the Walmart-backed ecommerce giant Flipkart.

Amazon’s Previous Engagements with Creators

Nevertheless, this isn’t Amazon’s inaugural foray into creator-focused endeavors. Back in 2022, the company enlisted content creators to spotlight products and address customer inquiries on its live commerce platform, Amazon Live.

Additionally, Amazon operates the Amazon Influencer Program, which empowers influencers to monetize their content within the marketplace and earn commissions on eligible purchases.

This comes as Amazon rapidly expands its presence in the country. Just last month, the ecommerce giant was set to finalize the acquisition of MX Player, a video streaming platform owned by Times Internet, for $100 million.

Continue Exploring: Amazon bolsters India marketplace with INR 1,660 Crore equity injection

Last month, Amazon India received INR 1,660 Cr from its US parent. Earlier in February, it also secured an additional INR 830 Cr from the same parent company.

In the financial year 2022-23 (FY23), the standalone net loss of the ecommerce major’s India marketplace arm widened by 33% year-on-year (YoY) to INR 4,854.1 Cr. Conversely, Amazon Seller Services saw a modest 3.4% increase in operating revenue, reaching INR 22,198 Cr in the year ending March 2023, up from INR 21,462 Cr in FY22.

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From party ender to party starter: Tequila sales double in India, becoming fastest-growing spirit

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SnackTeam
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Tequila
Tequila

Tequila used to be synonymous with the end of a party, marked by the familiar three-step ritual: salt, shot, and lime. But times have changed. This agave-based spirit is now enjoyed in diverse ways: neat, over ice, with soda, and as a key ingredient in various cocktails beyond the classic margarita. As a result, it’s become the fastest-growing segment in India’s alcohol market, despite starting from a relatively small base.

Tequila sales in India increased to about 123,000 cases (nine litres each) in the last calendar year from 68,200 cases in 2022, as reported by company executives and based on data from global alcohol market analysts IWSR. In fact, sales have more than tripled since the pre-pandemic period, when 38,950 cases of agave-based spirits were sold in 2019.

“A few years ago, tequila was practically nonexistent; nevertheless, it has since become quite popular. According to Hina Nagarajan, MD of United Spirits, which recently invested in the regional agave-based spirit company Pistola, “it has been one of the most rapidly growing white spirits in the world since COVID.”

Continue Exploring: United Spirits acquires 15% stake in alcohol beverage brand Pistola

Tequila stands as the foremost favored rendition of the spirit derived from the agave plant, indigenous to Mexico. Following closely are its counterparts like mezcal (or mescal) and pulque. The assortment of agave-based products in India has surged from just under twelve in 2020 to nearly thirty-six presently, featuring recent debuts like Diageo‘s Don Julio and Kendall Jenner’s 818.

Tequila’s Appeal to Millennials: Cocktails, Trends, and Accessibility

According to companies, the spirit’s adaptability as a cocktail ingredient and its widespread availability in restaurants have contributed to its popularity among millennial drinkers, buoyed by increasing disposable incomes.

“It’s a drink that blends easily and carries a youthful, trendy vibe that’s all the rage these days. This spirit is gaining momentum worldwide, and Indians are catching on as trends spread. Yet, the main hurdle remains its price point; being crafted from 100% agave, it falls into the premium category, making it less accessible compared to other spirits,” remarked Minakshi Singh, co-founder of Cocktails & Dreams in Gurugram and SideCar in New Delhi.

Celebrity Influence and Branding: Tequila’s Global Reach

Numerous international icons like Dwayne Johnson, George Clooney, Justin Timberlake, Adam Levine, and Nick Jonas have either put their money into or created tequila labels. In India, identifying significant factors propelling tequila’s growth beyond its nightlife appeal has been challenging. However, with the introduction of fresh brands and a surge in home consumption, the accessibility and popularity of tequila have soared, marking a notable expansion in its market presence.

Continue Exploring: Kendall Jenner’s 818 Tequila debuts in India with exclusive Delhi-NCR launch

“At a broader scale, tequila is undoubtedly gaining ground from the whiskey segment, which, being on a larger base, has reached its saturation point,” stated Kunal Patel, CEO and Managing Director at Monika Alcobev, the leading tequila distributor in the country, importing renowned brands such as Jose Cuervo, 1800 Tequila, and Creyente. “Initially, there was skepticism among restaurants and bartenders regarding tequila as a beverage choice, but that skepticism has dissipated. Moreover, availability is no longer confined to major metro cities; we’re witnessing substantial demand from Guwahati to Tawang, Hyderabad to Mangalore, Jaipur to Lucknow, and Ladakh to Hubli.”

Indeed, India predominantly embraces whiskey as its beverage of choice, with consumers favoring potent drinks for a swift buzz, thus solidifying the brown spirit’s reign, except in the southern regions where brandy holds sway. White spirits, constituting roughly 10% of the liquor market, typically find their place in cocktail culture.

Although the sales trajectory of tequila mirrors the surge in gin demand observed post-pandemic, the Mexican liquor market remains predominantly dominated by international brands, unlike the juniper-infused spirit. However, the emergence of locally crafted gins has altered the landscape within the category, shifting its focal point.

“Tequila is showing a promising trajectory compared to certain European markets,” noted Rajat Gera, Commercial Director at Six Senses Hotels in Rajasthan. “Indeed, both gin and tequila are establishing themselves, though the latter is currently more of a trend in India. While consumers may enjoy them on occasion, whiskey remains the go-to choice for unwinding.”

Continue Exploring: Diageo raises the bar in India with the introduction of world’s finest tequila, Don Julio 1942

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How Instagram skyrocketed Waterful and doubled its orders!

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Waterful
Waterful

The scorching summer in Bangalore saw temperatures soaring into the forties, but it also marked a significant milestone for Waterful, a rehydration power drink brand. “April just took off for us,” Founder Prithish Nair shares. “People are realizing the importance of conscious consumption. Thanks to the heat, they’re looking for healthier hydration options, questioning the sugar and artificial ingredients in traditional drinks.”

In a market saturated with sugary, artificially flavored drinks, Waterful is making waves with its commitment to conscious consumption and natural ingredients. Nair attributes much of their success to one key factor: social media, particularly Instagram. The platform has played a pivotal role in making Waterful go viral and significantly boosting product inquiries.

“We recently shared 2 or 3 cocktail recipes on Instagram, and they went viral. It seems people are looking for fun, cost-effective solutions. We have already created two ASMR videos and are working on a third, featuring a very interesting product called Piña Colada. Interestingly, we received an inquiry from a caterer who serves 50,000 meals a month and is keen to try our products because of the demand for cocktails,” Nair elaborates.

Nair also highlights a particularly impactful story shared on their Instagram page about a six-year-old boy with Type 1 diabetes. His mother tested Waterful and found no spike in his blood sugar levels, a testament to the product’s natural formulation. “That particular video did very well for us,” Nair remarks. “We utilised it in our performance marketing, and it further boosted our visibility.”

Continue Exploring: Suniel Shetty-backed Aquatein leads the charge in tackling protein deficiency, delivers 21g of protein in a 500ml water bottle

Scaling Success: From 50-60 to 100-150 Orders Daily

The brand’s strategy of leveraging user-generated content (UGC) and relatable stories has paid off. Waterful has already seen significant improvement, going from 50-60 orders a day to 100-150 orders a day.

“Our numbers are looking very healthy. My gut feeling is that we should reach triple-digit growth in the next 2 to 3 months, especially as the B2B segment expands. We’ve experienced some disruptions on Meta due to the IPL and elections, but we expect things to stabilize by the first week of June, allowing us to return to triple-digit growth,” he says.

Future Goals: Scaling Up and Innovating with UGC

Brand’s next milestone is to achieve 300-400 orders a day, focusing on millage packs. Besides that, Nair plans to start using the next level of UGC, hinting at more innovative campaigns in the pipeline. This approach has not only driven sales but also fostered a loyal community that values transparency and quality, he says.

Focusing on primarily two channels: D2C website and Amazon, Waterful has yielded impressive results, Nair says, “Daily D2C sales have reached 2 to 2.5 lakhs, and we expect to hit 50 lakhs this month.”

Besides that an organic boom in the B2B sector has also fueled Waterful’s growth. “We were surprised by the emergence of B2B direct channels,” says Nair. “Golfers, hotels, and even spas are adopting Waterful in large numbers.” The brand has become a favorite among golfers who prefer it over traditional electrolyte drinks, and luxury hotels like JW Marriott and Leela Palace are serving it as a refreshing welcome drink.

Looking ahead, Waterful plans to introduce two groundbreaking products and intensify its focus on B2B and specialized retail channels. “We enlisted a senior person from the industry to grow our B2B segment,” Nair says. Additionally, they aim to enhance their D2C strategy by exploring premium retail and pharmacy channels.

Continue Exploring: Wahter achieves remarkable milestone, sells 2 Lac water bottles in Delhi-NCR within first month of launch

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