Indian liquor companies ab volume ke peechhe nahi, premium spirits jaise gin aur single malt ke profit margins ke peechhe bhag rahi hain. Par kya ye strategy price-sensitive Indian market mein chal payegi?
Premiumization ki nayi wave
Ab tak Indian liquor companies sirf volume (bada sales number) par focus karti thi, lekin game badal gaya hai. Companies ab Gin, Tequila, aur Indian Single Malts ki taraf shift ho rahi hain. Iska seedha reason hai Profit Margins. Mass market IMFL mein competition bahut hai, par premium segment mein company ko achha munafa mil raha hai.
Strategy kya hai?
- Portfolio ka expansion: Tilaknagar Industries apne 'House of TI' division ke saath brandy se aage badh rahi hai.
- Premium push: United Spirits Ltd (Diageo) apne 'Godawan' single malt jaise brands par zor de rahi hai taaki premium customers ko attract kar sakein.
- Mini-bottles ka jadoo: Customers premium cheez try karna chahte hain par budget ka issue hai. Isliye companies ab 50ml ki choti bottles la rahi hain taaki log bina jyada paisa kharche taste kar sakein.
Challenges kahan hain?
Sabse bada risk hai State-wise Regulations. Alcohol ek state ka matter hai, isliye har state ka excise duty aur rule alag hai. Ek strong brand hona kaafi nahi hai, supply chain manage karna aur retail store tak maal pahunchana aaj bhi sabse bada headache hai.
Investors ke liye monitorables:
- Operating Margins: Quarterly results mein dekhein ki kya premium products ka profit marketing kharche ko cover kar paa raha hai.
- Volume vs Value: Gin market ka size abhi 2.2 million cases hai, jabki vodka 14 million cases ka hai. Premium growth kitni tez hai, ye track karna zaroori hai.
- Raw Material: ENA (Extra Neutral Alcohol) ke prices par nazar rakhein, kyunki ye seedha margins ko effect karta hai.