Asmita Mukherjee | Hyderabad
The World of Brands launched its home-grown brand Great Indian Gin (GiG) on 11th June 2022 which is celebrated as the World Gin Day. The idea behind the brand was to create an Indian Gin which perfectly matches the country’s palate. Speaking about the inception of the brand Gurpreet Singh, Co-Founder & Director, World of Brands (WoB) said, “Our first endeavour was to create a brand that Indians from across the world would be proud of. The Great Indian Gin is crafted for the Indian palate and represents the versatile youth of today. It is a perfect yet uncomplicated drink for all occasions.”
As a white spirit, Gin gained its popularity in India much later than the West. While speaking about his thoughts while entering the niche segment of Gin Singh said, “India has quickly caught up with the ‘Gin renaissance’ that the West started experiencing about a decade ago. The Gin category has undergone phenomenal growth with a lot of the white spirit consumers switching to the younger and more interesting category of Gin. In the spirit of this experimental mindset, we have at World of Brands explored multiple market penetration strategies on the Great Indian Gin.”
He also added that after entering the market the next challenge was to introduce the premium Indian gin to the consumers, which was not at all easy as Vodka already had brownie points in the same segment. “We have redefined the entry-level premium pricing and bridged a large price gap that existed in the category. We have also invested in creating popular flavours in a familial format such as Great Indian Nagpur Orange Gin and Great Indian Shimla Green Apple Gin to attract the larger vodka consumer base to Gin and have also experimented with smaller packs of 180ml & 60ml to aid in trials and penetration,” he added.
The brand in its continued effort is trying to create popular flavours which go with the Indian taste buds. Singh stated that investing in creating popular flavours in a familiar format (colourless liquid with a great flavour and aroma) was a key strategy to attract Vodka consumers for the brand, many of which prefer drinking their Vodka as a flavoured drink. He informed, “Important to note that ~50% of Vodka consumers drink vodka in a flavoured format. The Orange and Green Apple flavours contribute to nearly ~90% of the flavour-preferring Vodka consumers in India. None of the Gin brands was targeting this consumer segment appropriately. We launched Great Indian Nagpur Orange Gin and Great Indian Shimla Green Apple Gin to address this gap and opportunity.”
After its inception, the Great Indian Gin has successfully managed to grab the attention of consumers which helped the brand to climb up to leadership position. Buoyed by its growing acceptance, the brand is soon planning to launch its offerings in Telangana. “Our current presence with the Great Indian Gin is in Karnataka, Puducherry and Goa. The initial response to the brand and three initiatives on pricing, flavours and small packs has been very encouraging. We have in a very short time run away to a market leadership position in the segment in Puducherry. The brand is among the top three-selling Premium Gin brands in Karnataka and we have had a very positive response in Goa as well. We are now gearing up for Telangana, our fourth market, which we are launching in the 1st week of December. We have a few more markets across the North and the East under consideration and should in the next 6 months be available across these 2 regions as well. We hope to have a pan-India presence within the first 15-18 months of our initial launch. This in the AlcoBev category is actually a pretty quick roll-out. We are not surprised at this early success as we have great belief in the quality of the product.”
Due to the immense love and support that the 6-month-old brand has received, it has big plans to launch three new products soon. “We were at an advanced stage of development in three other segments in the AlcoBev category. One of these three products has been fast-tracked for a launch in Q1 of the calendar year 2023. This launch will see ‘World of Brands’ enter the ‘low spirits segment’, making it one of the few companies in India that will have brands ranging from the high to the low spirits segments,” informed Singh.
As the brand is comparatively new it is focusing on consumer awareness more than anything else at the moment, “We engage with the influencer community, invest heavily in digital media and participate in relevant consumer experiences to build brands. But most of all we invest in creating high-quality products with enviable packaging which offers great value to our consumers,” Singh concluded.