Chaudhuri new SWC liquor unit head

In a clear succession strategy, Shaw Wallace has decided to redesignate Deepak Chaudhuri, who is currently heading the traditional businesses of the company, as it's joint president (liquor division).

A K M A Shamsuddin, the current president of the liquor division, was slated to retire in September this year. However, the company has decided to extend his term till March 31, 2005. On the next day, April 1, Chaudhuri will take over from Shamsuddin as president (liquor division).

Once his extended term gets over, Shamsuddin will function as an advisor to the group for another 18 months in view of his long association with Shaw Wallace spanning over 35 years and his deep understanding of the market, a news release issued by Shaw Wallace today said.

Chaudhuri was heading the beer business of Shaw Wallace till about an year ago when the division was spun off as a joint venture with SABMiller.

Chaudhuri was then parked as the head of the traditional businesses of the country, including agro-chemicals, gelatines and the recently announced foray into country liquor. Even after he takes over as joint president (liquor division), Chaudhuri will continue to be responsible for these traditional businesses.

In consultation with McKinsey, Shaw Wallace is entering the 220 million case per annum country liquor segment with a view to carve a bigger pie of the Indian liquor market.

Shaw Wallace plans to garner around five million case volume during the first year of operation in country liquor market through branded route.

The company will be launching its brands in key markets of Maharashtra and Uttar Pradesh before going national. UP and Maharashtra happen to be the biggest markets for country liquor in the country.

Shamsuddin had joined Shaw Wallace a couple of years ago from arch rival Vijay Mallya's UB Group.

Shamsuddin had left Shaw Wallace after working there for over 30 years to join Mallya. When Shamsuddin returned to Shaw Wallace, several key UB executives too had shifted with him.

During his time with Shaw Wallace, Shamsuddin had contributed to almost every management discipline, such as sales management, materials management, finance, marketing and strategic planning.

Besides liquor, he has contributed to the beer and agro chemical activities at Shaw Wallace.