Kyndal India to bring in premium brands

Kyndal India, the 100 per cent Indian subsidiary of the 200 million pound sterling Whyte & Mackay, plans to bring in 25 premium global spirits brands into India over the next 18 months.

These brands, from companies like Jim Beam, Remi Contreau, Sierra Tequila and Whyte & Mackay are expected to hit Indian shelves from early next year.

Said Siddharth Banerji, director, Kyndal India: "Due to the increased brand awareness and high disposable incomes in the Indian economy, we are enthused about bringing in premium brands. We plan to bring in the entire portfolio from Jim Beam which is famous for its bourbons, besides a host of offerings and brands from other companies."

Kyndal India has already brought in some brands from Whyte and Mackay like Isle of Jura, Dalmore, Absolut and Vladivar.

"Our aim is to develop the business of our retail and distributor partners through creativity which adds value to our business in what is a fast moving and dynamic sector," noted Banerji.

However, there are a lot of hurdles in bringing in imported brands into the Indian market and this is one issue which "we are working on. For example, we launched the Absolut Vodka in India in some key markets of North and West India and it took us nearly one year to get all the clearance to launch it in the Bangalore market. States like Andhra Pradesh, Tamil Nadu and Kerala still do not allow imported brands to be sold there."

"This is one of the concerns for firms like ours. The market for high-premium spirit brand is in itself small and with a variety of regulations in India, we just cannot rush into volume game," Banerji highlighted.

As a result, the Indian market is yet to mature for such brands and it will take a long time before global companies see India as a major market in this segment.

Absolut's entry into Bangalore and the southern market is "strategic in nature as it will provide the required thrust to our overall growth plans for India. Through this launch in newer markets, we aim at capitalising the expanding demand for premium spirits and international liquor brands. Today, we are witnessing a vertical expansion towards platinum lifestyles, which has augmented the scope of luxury brands."