India's ₹2,00,000 Crore Alcohol Industry - Can This Startup Disrupt it?

India's ₹2,00,000 Crore Alcohol Industry - Can This Startup Disrupt it? | Raiser's Edge

Рет қаралды 196,807

Күн бұрын

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.
I LOVE entrepreneurship. Personally, I would rate myself as an average (at best) entrepreneur, but I love great ones.
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Пікірлер: 152

@SandeepSingh-fb4ex Жыл бұрын

In retail liquor from 15 years ,this guys is genuine, data put out is excellent. I agree with him.

@og_bhaiyu Жыл бұрын

Toh basically bro. You're rich af.

@TheGlobalNetworker Жыл бұрын

@datadevobhava:

@bhupendrasingh1465 Жыл бұрын

Everything else is awesome except Shantanu's beard.

@ajishkurian6183 Жыл бұрын

😂😂😂😂

@mithun06 Жыл бұрын

😂

@aditimascarenhas5608 Жыл бұрын

Self made mask pulled down

@onyebuchiihejirikauche9213 8 ай бұрын

😂😂😂😂😂

@vaibhavmishra7777 8 ай бұрын

Probably he is trying to signal the beard generation that they can experiment with shaves too 😂

@abhijeetkarmakar9978 Жыл бұрын

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

@7rahulc Жыл бұрын

Bruh, this is flattering. Glad you enjoyed this one. Taking the liberty to steal #WhiteCollarSamurai for future projects.

@anujsharma4526 Жыл бұрын

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.

@iamshantanumishra Жыл бұрын

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.

@maheshfunde6950 Жыл бұрын

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!

@shantanudeshpande Жыл бұрын

Agree - I'm a huge fan too :)

@lomashb Жыл бұрын

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.

@ajishkurian6183 Жыл бұрын

This guy can sell anything, its just that he chose whisky.Waiting to see this entrepreneur boom .All the best.

@ambareeshiyer Жыл бұрын

100% true

@ankiteshgupta Жыл бұрын

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..

@mohankumarr.k3753 Жыл бұрын

The amount detailing this guy knows is phenomenal.great to see such entrepreneur.thank you shanthanu for getting in such incredible talent.

@tejaswi1995 Жыл бұрын

Great to see Rahul back on the show. Shantanu and Rahul make quite a duo.

@gauravpatnaik3118 Жыл бұрын

Just phenomenal work ❤, glued to this for every minute!

@raamcaash Жыл бұрын

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

@rajprasad2836 10 ай бұрын

Well said

@HRHKamal 6 ай бұрын

Interesting. Brandy toh main sehat ke khatir piti hoon😃

@karankaushal6536 Жыл бұрын

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.

@yellarohan161 Жыл бұрын

Such great guy, I loved his detail understanding about customers. Good luck woodsmen.100cr Soon

@keshavpradeepramanath7994 7 ай бұрын

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.

@divyachaudhary1497 Жыл бұрын

Good luck to Shivam!! Great insights and what a focused entrepreneur ❤️❤️

@mag_oofy Жыл бұрын

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!

@greatsum21 Жыл бұрын

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...

@niharsheth1509 Жыл бұрын

Thank you for all the statistics I love this research driven approach and covering my favorite topic too Whiskey!!

@mohjaiswal5773 9 ай бұрын

thankful for getting such great exposure and interesting insights into real business strategy, I always learning something new listening to Raiser's Edge!

@paragvnit Жыл бұрын

Love the way Shivam speaks. So much insightful.

@Rishi-vw8nw Жыл бұрын

Smooth conversation this guys knows this market very well and Awesome podcast kudos

@getfitwithnav Жыл бұрын

Petition to start a separate podcast just with Rahul. His knowledge is too underrated and that needs to change :)

@hemanthraja4800 Жыл бұрын

Love how he understands his customers

@vivdamle Жыл бұрын

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!

@clintonveigas1993 Жыл бұрын

Great learning. Thank you!

@sansiddhjain Жыл бұрын

Great talk, great insights about the alcohol industry

@deepakchaudhary1888 Жыл бұрын

Enriching discussion, loved the episode!

@ambareeshiyer Жыл бұрын

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!

@user-hj7eq3xq9w Жыл бұрын

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!

@abhishekshaw5292 Жыл бұрын

Podcast started like a job interview but ended, superrbbb

@akshitagupta3721 Жыл бұрын

So many things to learn from this episode

@apoorvabelsare2380 7 ай бұрын

What a great informative video, watching this on a vacation with a good pour. Will definitely give Woodsmen a try :)

@sachit12341 7 ай бұрын

I want another episode in this format, just superb!

@ashishvinayjha Жыл бұрын

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.

@ashishvinayjha Жыл бұрын

kzfaq.info/get/bejne/lZySadSbrai9lJs.html, here is the link for reference

@Raw_Vocals Жыл бұрын

Exactly! Pharma guy who runs after a bus and sits at the roof. Remember, that visual vividly!

@vipulchandrajha8533 9 ай бұрын

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. 😢

@SG-rg7sp Жыл бұрын

Shivam - One of the smartest entrepreneurs I have heard on barbershop!!🙌🏼

@smac-singlemaltamateurclub5021 Жыл бұрын

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

@siddhantgambhir8282 Жыл бұрын

Why is this so amazing

@harshitpatel3711 Жыл бұрын

Interesting video! Keep up

@user-uc4bb2de2h Жыл бұрын

Solid session.

@parvezvelani1471 Жыл бұрын

Shockingly they do not have their own website. I did not find it with Ginglani distillers or Woodsmen Whiskey. Why ??

@Avinab2 20 күн бұрын

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.

@akshz.413 Жыл бұрын

34:37 A smooth drink for a hard day! ✌

@HarmonicaShala Жыл бұрын

Brilliant podcast 👍

@daayush6654 Жыл бұрын

31:30 🧠 that was a great way to look at it

@nishantawale6198 Жыл бұрын

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

@siddhantgala7461 9 ай бұрын

Superb episode👌👏

@fartywood3917 Жыл бұрын

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.

@adityabansal984 Жыл бұрын

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 🥃

@anabadyaneogi2885 8 ай бұрын

My god. This is damn informative.

@hammadshaikh4278 9 ай бұрын

Great learning 🎉

@illion4801 Жыл бұрын

Woodsman is a blended Scotch whisky from Whyte & Mackay scotland

@07spectramind Жыл бұрын

Nasha ho gaya ye podcast dekh kar! Loved all the insights.🥃

@abhipatil4844 Жыл бұрын

awesome

@shreyasyc5779 7 ай бұрын

What was his initial investment?The factory set up ,marketing etc?

@lifesylewithfranchelle Жыл бұрын

Is there anything like this for the Fashion industry. I'm a photographer

@jagjeetskhanuja8921 8 ай бұрын

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.

@fragman8350 Жыл бұрын

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

@prathamagarwal437 4 ай бұрын

"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."

@adityamohanchandra5370 Жыл бұрын

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 ;-)

@GujjuKop08 Жыл бұрын

Yes they have started their own whiskey brand

@AnutoshPandey Жыл бұрын

plz invite No Label a brand doing something very interesting in a totally new alcohol segment (mead)

@mohitkandhari1403 Жыл бұрын

Would love to work with this company.. how to apply?

@subramanianjothi5798 Жыл бұрын

Your contents are very informative and interesting. I request you kindly improve your presentation.

@nthratechnologies7640 Жыл бұрын

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

@axzzie Жыл бұрын

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.

@shubhobrotodas273 Жыл бұрын

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....

@vaibhav19 Жыл бұрын

@53:22: 'Jack Daniel's does not have an age statement'. I think this is not true

@vipulrojha1 2 ай бұрын

Pla make a broadcast for jewellery business

@templogical3095 Жыл бұрын

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.

@rl1900 Жыл бұрын

By that logic no new company should ever come up

@templogical3095 Жыл бұрын

@@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.

@mishka-bonggujjufoodiecoup9382 Жыл бұрын

You don’t swirl sparkling wines though!

@abhinavgoyal1 Жыл бұрын

Budweiser Magnum kaunsa whiskey hai bhai? Beer nhi hoti voh?

@GujjuKop08 Жыл бұрын

Bhai uski whiskey bhi aati hai , started almost 1 -2 years ago

@raamcaash Жыл бұрын

Btw the start up guy is using the Jameson T shirt fashion

@apoorvsingh_ASR Жыл бұрын

shantanu likes all whiskeys

@pvn9100 Жыл бұрын

I would like to invest This guy will be next vijay malliya

@HRHKamal 6 ай бұрын

Hopefully not else he'll run away to London with your money😉

@sanchitkaushal2567 Жыл бұрын

I have 100000 sqft of industry. In Himachal can invest around 5-8 cr. Looking for an experienced partner to startup a manufacturing unit.

@rajatkumarsrivastava2920 Жыл бұрын

Please share your number

@monishsachdev Жыл бұрын

I want to be partner with you to start manfuctering for parle

@rajathkr7206 Жыл бұрын

IMFL can be called Tropical Whisky

@1ofstockmarket Жыл бұрын

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.

@shantanudeshpande Жыл бұрын

It takes a simple google search to know the difference between revenue and valuation.

@1ofstockmarket Жыл бұрын

@@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

@englishandpdclasses 3 ай бұрын

What is aaaaaaaaaaaaa?

@prk1104 Жыл бұрын

Questions on distribution were a bit weak.

@7rahulc Жыл бұрын

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.

@LostMonk679 Жыл бұрын

14:00 31:10 41:35

@vspareek24 Жыл бұрын

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

@MegaMonty28 Жыл бұрын

Can I invest in Woodsmen?

@HRHKamal 6 ай бұрын

Yes, invest in a bottle

@sibayanmitra7922 4 ай бұрын

you are doing spirit bussiness and talking about positive impact ,am i missing something 😅

@leanderbarreto6523 Жыл бұрын

Is this a third copy of woodsman

@parvindersingh777 3 ай бұрын

Why you add flavors in your whisky, if your whisky is THE BEST?

@randomforyou532 Жыл бұрын

Are y'all making investment decisions after being drunk? 😂 Is that why this is on KZfaq for a poll?

@vineetawagh Жыл бұрын

Why does he keep saying "he". 😂 Girls can't drink your whiskey is it.

@CreatorAG Жыл бұрын

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.

@templogical3095 Жыл бұрын

Dont invest, United Spirits will kill it

@poornanandaacharya Жыл бұрын

I think Radico Khaitan is enough for now

@ankurgulati4503 Жыл бұрын

or buy it. great for investors

@souryadipsaha225 9 ай бұрын

Budweiser magnum? A guy who promises to sell good whiskey says Budweiser magnum is a bourbon. Tough times ahead #Woodsmen!😢

@navk4960 Жыл бұрын

he pollutes water in himachal at root level now.

@owensmartins Жыл бұрын

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❤️❤️..