Bangalore-based Urban Lifestyle brand, Salud Beverages, raised US $ 1.1 million as of March 2021. The VC fund, comprising actors and HNIs, includes serial entrepreneur, leading Indian actor Rana Daggubati and former managing director of Microsoft India, Srinivas Koppolu, and others backed by Prasad Vanga's Anthill Ventures.
The fund was primarily used to establish a formidable retail presence with flagship brand Salud G&T 2.0, a bottled gin and tonic cocktail, and build a diverse product portfolio. This resulted in G&T 2.0 being available in over 500 retail outlets, with 250,000 bottles sold and a consumer base that is growing every passing day.
After successfully launching the brand in Karnataka, bringing out the country's first RTD gin and tonic in a bottle, Salud followed it up by introducing Salud Merch and Salud Sessions. Salud Merch offers an exclusive range of fashion and lifestyle merchandise and accessories. Salud Sessions, the music label, collaborates with leading DJs from around the country, creating compilation volumes of electronic beats accompanied by music videos.
Sharing his views on Salud's journey so far and about the market at large, Ajay Shetty, founder-director, Salud Beverages, said, "We are a focussed brand striving to put India on the global map, alongside the best countries in the world, with some of the finest spirits including bottled cocktails, craft spirits, non-alcoholic beverages and more. And not to stop there, but continue to innovate with products and experiences that will lead to a loyal consumer base, on the way to our big-picture goal of becoming an aspirational global lifestyle brand."
Ready-to-drink (RTD) cocktails are fast becoming the drink of choice – from millennials to connoisseurs alike. Everybody is warming up to the idea of bottled cocktails, and it cuts across demographics, culture and lifestyle.
Salud G&T 2.0 is currently available in three refreshing flavors - Original, Cucumber, and Lavender, all distilled in Goa. These bottled cocktails are English Juniper, botanicals sourced from Europe, and the finest Indian tonic, giving consumers a premium quality experience with affordable pricing.
The Indian alcobev ecosystem has become increasingly dynamic in recent times. This results from many players entering the market and the appetite for a consistently growing consumer base that has shown great interest in healthier, more responsible, and more unique and modern drinking options. Reports indicate that the global size of the RTD cocktails market is expected to clock US $ 1775.1 million by 2028, and India is ripe with potential, ranking among the world's top 3 largest alcoholic beverage markets.
Salud will expand its footprint into other markets such as Goa and Orissa and additional domestic markets in the coming days. It will also be adding new flavors to the G&T 2.0 range and expanding with new offerings in both the alcoholic and non-alcoholic beverage segments. It expects to triple its current sales by the end of FY 2021-22. Entering international markets in the Middle East and Europe is also a part of the long-term strategic plan that should materialize by the end of the year.