India's ₹2,00,000 Crore Alcohol Industry - Can This Startup Disrupt it? | Raiser's Edge
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- Опубліковано 24 лип 2024
- This Week Meet Shivam Ginglani, Founder of Woodsmen Whisky.
A whisky brand looking to disrupt the legacy players in spirits. Will he impress the equity seekers Shantanu Deshpande (CEO & Founder, Bombay Shaving Company) and Rahul Chaudhary (Founder, Treebo Hotels and Venture Partner at Matrix Partners)?
00:00:00 - 00:01:15 Coming UP
00:01:15 - 00:03:17 Introduction to the Equity Seekers
00:03:17 - 00:06:46 How Shivam's Naivety Got Him Into The Spirits Industry
00:06:46 - 00:13:09 Understanding India's Alcohol Market & Consumption
00:13:09 - 00:15:18 Woodsmen has set out to do something different
00:15:18 - 00:20:09 Breaking down the Whiskey Market
00:20:09 - 00:22:42 Can one parent company sell products across price points?
00:22:42 - 00:26:28 Value Proposition for an Aspirational Brand
00:26:28 - 00:30:00 A typical whiskey journey for a consumer
00:30:00 - 00:33:20 Aspirational V/s Utility: What does whiskey invoke?
00:33:20 - 00:35:35 The psychology of drinking alone and signalling?
00:35:35 - 00:37:11 Why should good design & quality cost more?
00:37:11 - 00:45:00 Taste Testing Woodsmen
00:45:00 - 00:48:00 The Wine Experience v/s Whiskey's easy consumption
00:48:00 - 00:49:09 Reason Behind Choosing a simple value proposition
00:49:09 - 00:51:00 Packaging and its psychology
00:51:00 - 00:59:35 Tenets of Woodsmen's Branding & India's Missing Whiskey Identity
00:59:35 - 01:03:28 Understanding The Revenue and Margins
01:03:28 - 01:06:50 The challenges of alcohol distribution
01:06:50 - 01:08:27 Shivam's personal Superpower
01:08:27 - 01: 13:24 Projections, Gross Margins and Investment Ask
01:13:24 - 01:20:49 Strategic Timeout
01:20:49 - 01:23:53 What The Equity Seekers Love About The Business
01:23:53 - 01:25:32 The Concerns About The Business
01:25:32 - 01:27:00 Rahul's Take on Woodsmen and The need For A Wider Unique Proposition
01:27:00 - 01:28:00 The Barbershop Offer
01:28:00 - 01:31:44 Shivam's Appreciation of TBWS, His Response and final thoughts
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My name is Shantanu and I am the founder of Bombay Shaving Company and Bombae.
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In retail liquor from 15 years ,this guys is genuine, data put out is excellent. I agree with him.
Toh basically bro. You're rich af.
@datadevobhava:
I am working in the same industry currently working on building a brand in Liquor at RS1000/- I can tell you it is tuff. Amazing podcast shantanu ...........the potential to grow is enormous in this space. Love the insights Shivam has shared.
Everything else is awesome except Shantanu's beard.
😂😂😂😂
😂
Self made mask pulled down
😂😂😂😂😂
Probably he is trying to signal the beard generation that they can experiment with shaves too 😂
Folks, I don't know how much you guys would agree, but Rahul Chaudhary is a White Collar Samurai. The precision, insights, focus, and the presence of mind this guy has is absolutely terrific.
Jump to 1:06:54 and see how Shivam's taken aback by the question. Seems against the flow of questionnaire, but it's Rahul, he can do it 😄 If anyone (which includes me as well) aspires to be at the next level of their professional career, Rahul is the go-to guy to follow and listen to. Kudos BarberShop; Kudos Shantanu for this episode! As always ❤️ it
Bruh, this is flattering. Glad you enjoyed this one. Taking the liberty to steal #WhiteCollarSamurai for future projects.
I really like the Rahul chaudhary's way of speaking. It's very articulate and also he is a good listener which is helping him evaluate the business and come up with unique and good questions surrounding it in the statergic timeout session with shantanu. Really enjoyed the podcast!
Agree - I'm a huge fan too :)
Being from Himachal, I can say Woodsmen has become a choice over other brands in the price segment. Mind you drinks are not cheap in Himachal man. Cheers to Shivam.
This guy can sell anything, its just that he chose whisky.Waiting to see this entrepreneur boom .All the best.
100% true
This was another gem from Barbershop…I don’t drink but love the passion of this entrepreneur and his consumer insights ❤🎉. Loved listening to it.
Just phenomenal work ❤, glued to this for every minute!
The amount detailing this guy knows is phenomenal.great to see such entrepreneur.thank you shanthanu for getting in such incredible talent.
Nice work bro..I have worked in the industry for 14 years with both major MNC's and still working..one thing its very tough to crack..new brand takes lot many efforts and unlike FMCG , here every state has a unique business model decided by the state excise..Big companies with deep pockets covers the maximum wallet share of consumer..
Great to see Rahul back on the show. Shantanu and Rahul make quite a duo.
Such great guy, I loved his detail understanding about customers. Good luck woodsmen.100cr Soon
Whiskey, philosophy and business. Great way to start the day. Regarding branding, ‘smooth’ may just be good enough reason to build a brand, people anywhich easy feel elated irrespective of the brand.
What an amazing podcast.Shivam was well aware of the nuances of the market and every detail provided made sense. Kudos to Shantanu for bringing this one.Enjoyed it.
Love the way Shivam speaks. So much insightful.
This guy has a lot of potential... great insights.... nicely put the data.... I am sold.... I will surely buy a bottle of woodsmen and leave my review after tasting it...
Love how he understands his customers
Good luck to Shivam!!
Great insights and what a focused entrepreneur ❤️❤️
Thank you for all the statistics I love this research driven approach and covering my favorite topic too Whiskey!!
thankful for getting such great exposure and interesting insights into real business strategy, I always learning something new listening to Raiser's Edge!
Smooth conversation this guys knows this market very well and
Awesome podcast kudos
Shivam Ginglani ...Cheerz you did it! and TBS team this is a good platform. I engrosed myself more as and when the discussion went on! Thank You. I am a phadai and Woodsman should go well. Never tried but your words took me there and i would certaintly try. An enducated Indian whose journey was so valued and focoused based on the countrymen and MotherIndia, Woodsman should be a gift & fruit. Thank you again. All the best! The emotions and the experience speaks and have come out!
Great learning. Thank you!
Podcast started like a job interview but ended, superrbbb
Enriching discussion, loved the episode!
So many things to learn from this episode
I want another episode in this format, just superb!
You also have the scope of getitng the premium to get into Woodsmen.. Coz at one point some drinkers might actually be buying just above their weight just to blend in. But having a middle price point can also help some consumers lowers their price point while not really downgrading. As long as the taste and smoothness is as he says. Definitely going to try it out next time!
Great talk, great insights about the alcohol industry
Petition to start a separate podcast just with Rahul. His knowledge is too underrated and that needs to change :)
34:20 An interesting observation, I remember the Haywards 5000 ad from 2010 which followed the similar beat for repositioning their brand from Macho man's Beer to more a beer that a man has after an honest day of work.
There should be a youtube video available on the same.
ua-cam.com/video/_6b6qjHBYdg/v-deo.html, here is the link for reference
Exactly! Pharma guy who runs after a bus and sits at the roof. Remember, that visual vividly!
This guy is a walking encyclopedia on spirits business. The depth of his research & ground level understanding of the consumer's psyche foretells that he is going to build a great company. Also his ability to articulate his thoughts so succinctly captures the truthfulness with which he has set out to build this brand.
Shantanu as always - inquisitive, encouraging, a good listener/assimilator and at the same time being so modest keeps the show extremely engaging.
I didn't find any serious inisghts from Rahul. His idea of bringing Nike's example twice about the building brand as to how it is perceived beyond the functional was pretty rudimentary & peripheral.
Best wishes to the Woodsmen team on making it a great success!
Thanks Barbershop for bringing this episode!
What a great informative video, watching this on a vacation with a good pour. Will definitely give Woodsmen a try :)
Shivam - One of the smartest entrepreneurs I have heard on barbershop!!🙌🏼
When he said that he did his schooling from GD Goenka, I knew his family is rich. And later went to Manchester to study Management.
I studied in a low income private school, DDPS Ghaziabad.
Now I know why I am not doing well in life. 😢
So frustrating to see such success stories. Rich becoming more richer & lower middle class folks' social mobility is zero. 😢
I would definately try this! Thanks make more videos with whiskey owner :)
Don't give up more equity instead create in Delhi alone first! Grow slowly helps your company live longer!
34:37 A smooth drink for a hard day! ✌
Why is this so amazing
Interesting video! Keep up
Keralaites drinks more brandy cause being a matriarchal society, the medicinal property of brandy is given as an excuse to the lady of the house for drinking …also the large Christian population adds to the consumption …if you added toddy to the mix then u have a different story …. Last but not the least the bitter sweet taste of brandy goes best with spicey fish fry or nathuly ( sardines) fry or beef chili as chakna or TOUCHINGS as they call it
Well said
Interesting.
Brandy toh main sehat ke khatir piti hoon😃
Solid session.
Brilliant podcast 👍
Nasha ho gaya ye podcast dekh kar! Loved all the insights.🥃
Shockingly they do not have their own website. I did not find it with Ginglani distillers or Woodsmen Whiskey. Why ??
My god. This is damn informative.
Fabulous interview and great perception points. Excellent analysis of the market and fairly good understanding as well.
'Smooth' is a term used in describing Scotch as well but it is a shunned descriptive as it is not a tasting note, it is the level of acceptance your olfactory has with the liquid that changes person to person. Need to try this whisky just for the fun of it.
Fact was that one of you did not like the whisky in the blind tasting
Superb episode👌👏
1:18:03 There is a reason why there is no whiskey brand in the mass market segment other than the same old names. A lot of people tried and failed. It's not like nobody had this insight before. Alcohol business especially cheaper alcohol (whiskey)business is entirely cartelised and oligopolised in india. Same in the case of country liquor manufacturing companies as well. They don't want a challenger brand to prop up and compete with them in this segment particularly after a certain number. That's why newer brands are coming in other forms in separate segments i guess. But I really wish this guy all the best for his venture and his hustle, hope he makes it to the top with a better product than what the legacy brands have to offer. It's really an uphill task to build a "whiskey" brand for the real india and make it big. I've known people who tried and failed, but again what would I know I am just commenting, and he is out there hustling building a whiskey brand.
31:30 🧠 that was a great way to look at it
India desperately needs brands that can take on the world, the IP of a world class brand is literally invaluable. Congrats to Woodsman team (not a big fan of the name). Hopefully it will be a long standing world class brand.
"Indian-made foreign liquor (IMFL) is the official term used by governments, businesses and media in India to refer to all types of liquor manufactured in the country other than indigenous alcoholic beverages such as feni, toddy, arrack and others."
Great learning 🎉
I echo what Shubham said at the end what Shantanu and BSC doing for entrepreneurs by such podcast
So much learning free of cost
Loved the episode
Thanks a ton
Woodsman is a blended Scotch whisky from Whyte & Mackay scotland
awesome
This is nothing new about it but certainly good about it # himalayan water. There is one other brand putting this royalty but keeping it reasonable called “Royal Players” also available in Delhi from Himachal 🥃
Is there anything like this for the Fashion industry. I'm a photographer
Man I wished I had this job/title where I can drink (test products) in the morning knowing im going to make money rather than drinking at night to release my work stress
Such podcasts and Shorts prompted to buy Bombay Shaving products, not going back to foreign brands. Pet Foods, is a category which in India is dominated by Canadian, Austrian and Thai brands. Hopefully you bring this up.
Is it just me or did I hear Budweiser Magnum @44:40..... Blenders Pride, Woodsman, Budweiser Magnum. Kindly help I'm going through an existential crisis atm ;-)
Yes they have started their own whiskey brand
Would love to work with this company.. how to apply?
plz invite No Label a brand doing something very interesting in a totally new alcohol segment (mead)
If you can disrupt this market bro, then you'll be capable of doing anything in life. Because I know and sit with people who drink same brand whisky all their life. Its that personal to them. I myself only and only drink Royal Challenge regularly I don't even feel like trying any other brand even if it's better or tastes better. Its like that harry potter movie, when harry goes to buy a magic wand and the wand chooses him and it becomes his wand for life. It is very or next impossible to disrupt this market and the Gods of this market are Seagrams, McD, Backpiper, RC and IB.
Don't even think of going near Old Monk.
The only chance you're gonna get to disrupt this market is when the leaders of this market make a mistake by changing the blend.
Pla make a broadcast for jewellery business
Btw the start up guy is using the Jameson T shirt fashion
Shivam Giglani being the founder of a liquor company, may have entered into the hot industry but he did not gather much data in other categories other than the whiskey including the 5 S’s of Wine, his market research & *data analysis* should more broader
What was his initial investment?The factory set up ,marketing etc?
Budweiser Magnum kaunsa whiskey hai bhai?
Beer nhi hoti voh?
Bhai uski whiskey bhi aati hai , started almost 1 -2 years ago
@53:22: 'Jack Daniel's does not have an age statement'.
I think this is not true
Your contents are very informative and interesting. I request you kindly improve your presentation.
IMFL can be called Tropical Whisky
shantanu likes all whiskeys
You don’t swirl sparkling wines though!
I would like to invest
This guy will be next vijay malliya
Hopefully not else he'll run away to London with your money😉
I was wondering how Blended Scotch is selling at ₹550 in Delhi. Realised it's a different brand. Got confused with Woodsman from Whyte & Mackay (owners of Dalmore). Great insights....
I have 100000 sqft of industry. In Himachal can invest around 5-8 cr. Looking for an experienced partner to startup a manufacturing unit.
Please share your number
I want to be partner with you to start manfuctering for parle
What is aaaaaaaaaaaaa?
Existing companies are big for reason, to say that their approach is traditional and not new is childish, look at United spirits new ceos record, you will get your answer.
By that logic no new company should ever come up
@@rl1900I did not said new companies won't be successful. I am only commenting on what he said, he tried to convey that old companies do not have new approach which is not true, for example United spirits is doing so many new acquisitions of startups.
14:00
31:10
41:35
Questions on distribution were a bit weak.
I agree. Felt the same after the session. We just couldn't cover everything in that crunched slot. Happened anyway but should have covered that a lot more on screen too.
you are doing spirit bussiness and talking about positive impact ,am i missing something 😅
1500 crs ka wine market and sula vineyards ka valuation is of 3000crs, so one can not make money by investing and holding sula shares.
It takes a simple google search to know the difference between revenue and valuation.
@@shantanudeshpande that I know bro, revenue to aur kam hai Sula ka iss hisab se. I got nothing against Sula but just saying how can one make money in it by investing in that company
Are y'all making investment decisions after being drunk? 😂 Is that why this is on UA-cam for a poll?
Can I invest in Woodsmen?
Yes, invest in a bottle
Is this a third copy of woodsman
A little disappointed with the first 45 mins. It was a Wikipedia session on making and branding whiskey. A 30 min session at Amruts distillery in Goa will give you a better overview. The discussion on business evaluation should have gone deeper. Threat from big players was not discussed at all. Honestly a little surprised by the lack of knowledge / research from the panel
Why you add flavors in your whisky, if your whisky is THE BEST?
Why does he keep saying "he". 😂 Girls can't drink your whiskey is it.
Budweiser magnum? A guy who promises to sell good whiskey says Budweiser magnum is a bourbon. Tough times ahead #Woodsmen!😢
While you are right about brandy consumption in Kerala, you didn't account for the millions of litres of whisky that reaches Kerala via the expats. An expat on average gets 3-5 litres per visit.
he pollutes water in himachal at root level now.
Dont invest, United Spirits will kill it
I think Radico Khaitan is enough for now
or buy it. great for investors
Remember, you will lose your livers one day if you are an alcoholic
First comment
Congratulations
🥇
Fodu Founder!
India is not South Delhi and South Bombay...😂
Thanks to our Lord Jesus for the gift of life and blessings to me. £80000 month profits through Expert Mrs Charlotte our lord saviour have lifted me❤️❤️..
No need to of such kind of startups.
Stop doing ah ah
Is that what she tells you? You be you, Animesh. Don’t let anyone bring you down.