MAM
Premiumization benefits all states and cities equally: Kunal Patel
Mumbai: Monika Alcobev Ltd is recognised for representing iconic brands such as Bushmills Irish Whiskey, Jose Cuervo Tequila, Lucifer’s Gold, Hayman’s Gin, and The Choya, marking its presence in the Indian market with a turnover of Rs 650 crore over the past five years.
Kunal Patel’s leadership has been instrumental in transforming Monika Alcobev into a family-owned enterprise with a multi-disciplinary approach. Under his guidance, the company secured partnerships with globally renowned liquor brands, significantly enhancing its portfolio. Patel’s vision extends beyond just expanding the product line; he aims to deepen the company’s reach across India, particularly focusing on tier 2 and tier 3 cities.
India’s alcohol beverage market is undergoing a transformation, driven by changing consumer preferences and lifestyle shifts. The modern Indian consumer is more discerning, seeking premium and unique drinking experiences. Kunal Patel notes, “Today’s consumers are more informed and adventurous. They are willing to explore and invest in premium brands that offer distinctive flavors and a touch of luxury.”
Upcoming trends in the Indian market include a rising demand for craft spirits, flavored liquors, and exotic blends. There’s also a noticeable shift towards wellness-oriented alcoholic beverages, such as low-calorie and organic options. Monika Alcobev is keen on tapping into these trends by introducing new and innovative brands that cater to the evolving tastes of Indian consumers.
Indiantelevision.com caught up with Patel, where delved on other topics like responsible drinking, future of this industry and a lot more…
Edited excerpts
On the rise in demand for premium alcobev products in India, particularly in tier 2 and tier 3 cities
Premiumization benefits all states and cities equally. We provide these cities with products like Lucifer’s Gold Whisky, Russian Standard Vodka, Belenkaya Vodka, and so on. Super-premium brands like 1800 Tequila & Bushmills Single Malts, which were not previously available, show an increase in the demand for tequila, cognac, and single malts.
On the key challenges and opportunities you foresee in penetrating new markets
The standards and regulations of the government provide challenges as usual. We have a capable and committed staff to do a lot of market research in response to these developments and changes. Our team is growing and adding members in every state and district that we can. We always consider marketing as a strong lever to help sales get their numbers and sooner or later the hard work will be fruitful.
On Monika Alcobev’s process for selecting and introducing new brands to the Indian market
We constantly consider supply and demand while evaluating any product’s quality, price, and packaging. Additionally, we have experts from several sectors in the alcobev industry working with us to choose the top brands by conducting market research beforehand and tastings for a final approval.
On adapting to changing consumer preferences in India over the years
By consistently staying ahead of the curve and monitoring demand, we have adjusted. We see that Indian consumers are changing, progressing, and seeking to investigate various product categories. The revolution in gin that occurred four or five years ago is now influencing tequila. Since we have a significant market share in the tequila industry, we can readily adjust to any new trends that tequila drinkers may introduce.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
