Kaya Spirits - Best Distillers 2018 Kaya Spirits Annual Information Memorandum 2019 | Page 20

Liqour Business Dynamics
brand without deteriorating its
quality.
Ÿ
helped this brand to gain momen-
tum and the company offered
higher rebates to capture the
market along with keeping up with
the demand &supply ratio. They
have solely captured 90% market
in CSD because of the excellent
supply ratio.
Old Smuggler Whisky – The Brand
changed hands quite a few times
and may be carrying a negative
baggage of the past.
Jagatjit Industries
Ÿ The company is yet to find out
what will be the correct position-
ing of its Brand .
Kaya Spirits- A hidden Gem !!
4.
5. Radico Khaitan
Ÿ Whyte Hall Whisky – The Brand is
yet to find the relevance in the
deluxe segment beside the Royal
Stag and McDowell's No. 1
Whisky.
Ÿ
After Dark Whisky – The Company
initially achieved good distribu-
tion and also unleashed BTL
activities but the brand lacks
relevance between Royal chal-
lenge and Blender's Pride.
6. Rock and Storm Distilleries –
Ÿ Dennis Special – A highly popular
and accepted brand as they did
not compromise on the blend
even in this segment and the
market spend was higher than
their competitors and the packag-
ing (Guala and Monocarton)
offered in this segment convinced
the consumers to believe that the
product was higher in quality at
the same spend.
Ÿ
Rich n Rare Whisky –Packaging
did not excite consumers .
7. Som Distilleries
Hunter Beer – Pricing and taste
Ÿ
Milestone 100 Whisky – The
Company spend a huge amount of
money on the promotions but
there were certain issues with the
blend and Packaging.
8. Bira Beer
Ÿ The concept was youth oriented
and it captured the attention of
the consumers. Offering great
taste with an impressive packag-
ing at the fairly good price was
their path of success. Great
promotions for the consumers
and excellent market schemes to
cut down the competition helped
them gain momentum. Great
focus on brand building exercises
by the company. The youth is
always looking to try something
new and they took advantage of
the same just as Bacardi Breezer
did with their concept of RTD.
3. We will be in continuous process
of upgradation of our brands to
make it relevant to our Target
Group.
4. At the time of launching these
brands made a huge rebates in
market but in a very short span
they could not keep the consis-
tency and withdrew their rebates
from markets. In this way the
consumer lost their interests in
the Brands.
We will not be doing the same
mistake, Our Rebates in the
market would be consistent for
long period of time ,which will not
affect our bottom line also we
would still be competitive with the
competition brands
When talking about the Indian liquor industry,
which is already very crowded and almost each day a new company is born!!
the only thing that keeps Kaya Spirits distinct is its unparalleled taste and
composition of liquor, which wins the hearts and trusts of the connoisseurs.
This hidden gem of Indian liquor market is now a
potential stocking and distribution network with presence in India and abroad.
But this name and fame has a face, the director of Kaya Spirits Mr. Karun
Kaura, a renowned business prodigy. He along with his team's unswerving
efforts from distilling, developing, labeling and selling the product is what
makes Kaya Spirits reach its epitome.
Due to its purity of taste and unmatched quality,
Kaya Spirits has also received several awards and accolades both from Indian
and foreign countries. It has been awarded a certificate of excellence-
International excellence awards 2017 for serving
high-quality spirits.
USP of our Business Module
1. Our Blends: We are going to have
our blends to be blended with
high percentage of scotch whisky
and Indian malt spirits.
2. We have a dedicated team of
Partners/Associates to look after
daily administration of local
markets. Administrative issues
will be solved on the spot.
Ÿ
38 Kaya Blenders & Distillers Limited
Annual Information Memorandum 2018-19
39