Passionately crafted for the Indian palate, the Great Indian Gin claims to have its customers transported through a journey of India, making them experience a fusion of water from the rivers of this great country and its land’s exotic fruits, herbs, and spices.
The category of Gin has transformed from being perceived as an old-fashioned drink to becoming the category of choice for youngsters around the world. Gin adoption by popular mixologists and pop culture is driven by popular web series, and celebrity endorsements have lent visibility and credibility to the segment, resulting in the high double-digit growths that the Gin segment has seen over the last few years. Leading to the World of Brands (WOB) entering the Gin segment and creating its first brand launch, the Great Indian Gin.
With several Indian-made Gins being launched over the last five years. The market witnessed a young consumer base coming into the AlcoBev category with premium Gins and a wide variety of existing white spirits consumers adopting them. However, World of Brands observed the Indian market displayed a price gap in the availability of good quality Gins and no credible brands between Rs.750 and Rs.2000 (pricing in Blr and similar large gaps exist in every other state as well). To bridge this gap, The Great Indian Gin executed its pricing in Bengaluru at Rs.1530/- and redefined the entry-level premium Gin segment.
“A major chunk of Gin consumption comes from commercial flavors like Orange and Green Apple, both of which were introduced by us under the brands Great Indian Nagpur Orange Gin and the soon-to-be-launched Great Indian Shimla Green Apple Gin,” announced Gurpreet Singh, co-founder & director, World of Brands. “Additionally, we felt that Gin needed easier access and penetration, and to aid this we created smaller pack sizes of 180ml & 60ml to cater to multiple occasions. Our initiatives on pricing, strategy with flavors, and smaller packs will immensely speed up the process of this shift and adoption of Gin by a larger consumer base. This will also help us stand out in what has now become a very crowded Gin segment with a plethora of brands available on the shelves.”
Great Indian Gin contains nine exotic natural botanicals:
• Juniper Berries
• Lemon Peel
• Cassia Bark
• Angelica Root
Crafted for the Indian palate with the finest quality of the ‘Triple Distilled’ blend, Singh ensures that the very first sip would open up subtle sensory notes of authentic Indian spices such as cardamom, cassia bark, and pepper, eventually leading you to a fruity journey of juniper berries and citrus notes. This blend is formulated by NJ Menon, master blenders with over six decades of experience in the industry.
Keeping a steady pace relative to consumers’ perception
“We have been observing that some interesting trends are emerging. The most often talked about and obvious one is the sustained period of growth this category will witness. There are many drivers to this. At a macro level, India’s economic growth seems to be robust and will sustain for a long period to come. India’s younger population, large working-class population, high disposable income, migration leading to single/nuclear living, and changing perceptions towards the consumption of alcohol will all contribute to growing this category,” Singh comments when asked about their opinion on the current trends in the Indian AlcoBev Industry.
Hinting changes in the GST structure
The company believes that a bunch of things in the industry could change from its current complex tax structure to the limited distribution structure that it operated within. Singh adds, “The one immediate thing that the industry needs to look at is bringing itself under GST instead of the complex state-level tax structures that it currently operates under. In one country, one tax structure needs to apply to liquor as well. The industry spends a large sum of money on the raw materials that go into manufacturing and pays out GST however is unable to do a GST reversal from selling the finished goods. This is a travesty!”
The future vision and mission
Being a disruptive technology platform that brings consumers from around the world closer to alcobev brands. World of Brands intends to own, partner with, and acquire relevant alcobev brands, across trending consumer taste segments.
The company’s mission is to empower AlcoBev consumers in making discerning brand choices. Towards this, creating a community where consumers can build meaningful relationships with AlcoBev brands. To enable this vision, WOB has created two distinct but integrated business verticals both of which play a distinct role in easing the lives of the brand owner, the customer (trader), and the consumer. The two key business verticals WoB-Tech (consumer-tech), & WoB-House of Brands (portfolio of brands).
Singh shares that they have resolved to build a robust portfolio of brands across various segments of the category. “We intend to be one of the only liquor companies which will operate across high spirits and low spirits offerings from its portfolio. We have a very meaningful innovation funnel that has new product developments in different stage gates of the innovation funnel. We expect to launch our next very exciting offering by early 2023,” he adds.
Message for all budding entrepreneurs
“My message for every reader would be to Invest in knowing your domain and knowing it well. It is important to be very good at your work and be successful at whatever it is that you do. Find motivation in a more significant cause than simply making money or gaining external rewards. Be genuinely interested in solving a problem. Money is an extrinsic motivator and tends to make you risk averse, which can inhibit you from having the creativity and freedom to build a successful venture. Don’t be afraid to fail. Failures are new beginnings. Lastly, refrain from making the mistake of having a career for having a life,” Singh concludes.