‘MONIN remains focused on expanding its market presence and operational capabilities’

Premium French brand MONIN, which delivers innovative and gourmet flavour solutions is a known name in the HORECA segment since 1912. The brand is making a substantial investment in India. The company has committed INR 350 crores for a new manufacturing facility in Hyderabad, marking a significant milestone. Asmita Mukherjee spoke with  Germain Araud, Managing Director of MONIN India Pvt. Ltd., to discuss the brand’s expansion and future investment plans.

MONIN has a diverse portfolio of flavor solutions, including syrups, fruit mixes, sauces, frappes, liqueurs, and concentrates. Can you provide insights into any upcoming products in the pipeline for MONIN? Specifically, are there any new products being developed with the specific needs of the HoReCa industry (Hotels, Restaurants, and Catering) in mind, similar to the ‘Le Crush de MONIN’ range tailored for the Indian market?

MONIN is at the forefront of Innovation, continually expanding its portfolio to meet the dynamic needs of the hospitality industry. Following the successful introduction of the Spiced Jamun flavour to the Indian Market, MONIN is set to unveil a range of new products inspired by regional beverage trends. These offerings are crafted to resonate with local tastes, building upon the acclaim of the ‘Le Crush de MONIN’ line, tailored specifically for the Indian market. As part of our commitment to health-conscious consumers, we will be launching a new product category later this year, which are 100% sugar-free, and concentrates aligned with prevailing health trends. Our dedication to excellence in beverage solutions remains steadfast as we prepare to launch these exciting new flavors and products in the coming months.

Could you please provide information about the B2B tie-ups and partnerships that MONIN India has established in the hospitality industry?

With the aim to foster robust ties within the hospitality industry, MONIN India collaborates with leading names such as Tim Hortons, McDonald’s, Taj Hotels, The Lalit, and Marriott, among others. These partnerships underscore MONIN’s pivotal role in enhancing the beverage experiences across diverse establishments; from renowned hotel chains to popular dining destinations nationwide and stand alone cafés, bars & restaurants.

MONIN is planning to set up a production unit in Telangana, India. Can you provide some details about this upcoming unit and its impact on the brand’s operations?

MONIN’s upcoming manufacturing facility in Hyderabad represents a significant milestone in our expansion strategy. Spanning 200,000 sq. ft. over 40 acres of land near Hyderabad, this site will serve as MONIN India’s headquarters, featuring advanced R&D capabilities and modern production facilities. With a commitment exceeding INR 350+ crores, this initiative underscores our dedication to India’s burgeoning market and economic growth. Scheduled for completion by late 2025, early 2026, the facility aims to create over 100 direct and indirect job opportunities in its initial phase. Emphasizing sustainability, it will operate as a zero-waste plant, aiming for 95% local sourcing within five years to optimize efficiency and minimize environmental impact.

With the establishment of an in-house R&D center in Hyderabad, how does MONIN leverage research and development to drive product innovation and maintain a competitive edge in the market?

With the inauguration of our R&D center in Hyderabad, MONIN leverages advanced research to drive continuous product innovation. This strategic investment empowers us to maintain a leading edge in a competitive market by consistently enhancing our offerings. For instance, last year we saw the successful launch of Spiced Jamun, a distinctly ‘desi’ flavor that evokes nostalgia. Our dedicated team spent months developing this flavor, and we’re excited to introduce more enticing creations soon. Through meticulous testing and development, we ensure each bottle is packed with quality and innovation.

Financial investments play a crucial role in a brand’s growth. Can you provide insights into the financial investments made by MONIN in India and how they contribute to the brand’s success?

MONIN’s substantial investment of INR 350+ crores underscore our commitment to sustainable growth in India. This includes the development of Experience Studios in key cities like New Delhi and Bengaluru, with Mumbai slated to follow suit. Additionally, initiatives such as the MONIN Cup and Coffee Creativity Cup highlight our dedication to nurturing local talent and advancing the hospitality sector.

What are MONIN’s future plans and expansion strategies in India? Are there any specific regions or segments that the brand is targeting for growth and investment?

Looking ahead, MONIN remains focused on expanding its market presence and operational capabilities. Our forthcoming studio in Mumbai aims to strengthen creative collaboration and innovation in a pivotal metropolitan hub. Simultaneously, the Hyderabad manufacturing facility will bolster supply chain efficiencies, enabling us to meet rising demand across South Asia. Beyond physical expansions, we are committed to advancing our coffee and culinary offerings through targeted development initiatives, ensuring our products resonate with discerning consumers and solidify our competitive position in dynamic markets.