We are committed to offer world class products to our Nepali consumers
Nov 20 - Alokesh Banerjee is senior general manager, marketing at United Spirits Limited. Banerjee is responsible for marketing in eastern India and Southeast Asia. Banerjee, who has been with United Spirits for the last three years, holds an M. Tech and MBA from Kolkata University. The Kathmandu Post caught up with Banerjee who is in Kathmandu on a business trip. Excerpts:
What is the purpose of your visit to Nepal?
We're in the business of manufacturing spirit. And, we see the Nepali market where the consumers have been responding to various offered brands. We've been giving opportunities to the consumers to experience various brands platform that we have.
On Nov. 21, we're holding the Signature Golf Cup at the Gokarna Golf Course. So, the purpose of my visit is to ensure that the brand of Signature is in line with what we've perceived.
See, we've brands like McDowell No. 1, Signature, Antiquity and White Mischief vodka in Nepal. Each of these brands has its own personality. As a marketer, our job is to ensure that wherever we operate, we think locally. Although there is a global vision, what's more important is these brands should also ensure local thoughts and sentiments.
How do you see Nepal's liquor market?
Liquor markets worldwide are changing. So is the liquor consumption pattern. And I don't see any reason why Nepal does not experience these changes. We see trends changing as consumers are looking for quality liquor. And our commitment is to offer world class products to our consumers.
United Spirits Nepal was supposed to introduce world class liquor brands in Nepal. What is happening in this regard?
We've acquired Whyte Mackay and world class French wine company Bouvet-Ladubay. We'd be honoured to offer those products. In Whyte Mackay, we've products ranging from the finest of blended whiskies to single malts. For single malt, we offer brands like Jura and Dalmore. In blended whisky, we've various aged whiskies starting from 13 years to 40 years.
When will these products be introduced in Nepal?
See, we also have plans to introduce Black Dog whisky. We'll be introducing it very shortly. We're also planning to launch a few offerings of Whyte Mackay. We're doing a market survey after which we'll arrive at the exact portfolio offering which is needed. But the business decision to offer these for Nepal has already been taken.
How do you review United Spirits Nepal's business?
United Spirits is a transnational company with business in many countries. Our basic principle is think global and act local. Whichever market we are operating, we first try to understand what consumers want. And based on these insights, we offer our portfolio. We definitely see we'll grow as per the market. We'd maintain our leadership status. And that would be primarily through consumer insights, understanding what consumers want and offering those products.
Have you any plans to expand your operation in Nepal? May be expanding the factory in Biratnagar?
I'm not the authorised person who'd be able to tell what our expansion plans are. But as a marketer, all I can tell you is we will grow with the market. And whatever necessary is required for it, we'd ensure it.
Do you see any significant difference between the Indian and Nepali liquor markets?
Worldwide, consumer thinking in each segment is the same, unlike a few years back when we used to perceive that the consumer in European countries and on our side of the world think differently. If you look at various categories and the offering of the products which consumers choose, we see a very clear pattern the way he thinks. What I'm saying is, a premium scotch drinker of Nepal thinks in the same way that of India. As a marketer, my job is to understand how the consumers behave in each segment and draw out a unified pattern for the brand's personality and tailor-make it to suit the local requirements.
Is Nepal primarily a whisky market?
We see this is a whisky market. However, consumption of beer is also high. White spirit is as usual the product of choice for new entrants. Younger crowds prefer white spirit. It has definite advantages of flexibility as you can make various kinds of cocktails with it. As the consumer matures, normally we see a trend where he graduates and settles for whisky. And we see a similar trend in Nepal. That's a reason we've introduced the finest whiskies, Signature and Antiquity, here. Antiquity is a fusion of the world's best scotch
Where is United Spirits Limited in the global market? How have the first 10 months of 2009 been for your company?
We're the third largest spirit company in the world. We're also manufacturing a brand called Bagpiper which is the world's largest selling whisky. This year has been very good for us. We've been gaining market share. Being the third largest in the world is also an advantage for striving better because we've two
more positions to reach. I see it as a great opportunity.
Is there any impact of the global recession on the global liquor market?
Globally, it did have an impact initially. We saw in some markets downward trends in terms of people's choices of brands, in terms of price. But in terms of consumption, we didn't see a major difference.
Where do you see growth in the future? Will it be in brown spirit or white or wine?
See, wine is currently at a nascent stage in this part of the world. We see growth in brown which would be very robust. At the same time, new entrants come and experiment with white spirit, there will be an initial spur of white spirit. But brown spirit will continue to grow at the pace at which it is growing.
How would be the upcoming year for the liquor market?
We have been able to reconcile and are positive in terms of growth in the year 2010. We see trends and clear cross-country alliances which definitely boost the overall economy. All that is required to create a platform for the economy to flourish is there.
Getting candid with
Alokesh Banerjee
Post Your Comment