In a country as diverse as India, connecting with local consumers is key to building brand loyalty and standing out from competitors. Bharat Gandhi, Vice President of Operations (IMFL) at Triveni Engineering and Industries Ltd., explains that a brand’s local identity can differentiate it in the highly competitive Indian market. He highlights the importance of adopting a strategy that combines fair pricing, high-quality products, and relatable branding to attract a wide range of customers.
Triveni Engineering has implemented a tiered strategy to meet the needs of different consumer segments, focusing on quality and authenticity. According to Gandhi, creating a strong local identity helps whisky brands appeal to Indian consumers, who often seek products that reflect their own culture and values. The company’s approach is to leverage local insights and adapt its branding to resonate with regional preferences. Gandhi believes this emotional connection will lead to repeat purchases and word-of-mouth recommendations.
Focus on Artisanal Whiskies
The company’s move into the Indian Made Foreign Liquor (IMFL) sector is inspired by India’s growing economy and changing consumer preferences. There’s a rising demand for high-quality, artisanal whiskies. In response, Triveni Engineering has introduced two whisky brands: The Crafters Stamp Rare Artisan Blended Whisky and Matsya Triple Reserve Blended Whisky. These brands, launched in Uttar Pradesh, target the premium and super-premium segments.
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Gandhi points out that the company differentiates itself from established competitors by focusing on unique blends, craftsmanship, and a brand story that appeals to younger Indian consumers. The packaging is designed to stand out on shelves, offering an upscale experience that aligns with the brand’s image.
By focusing on the strategies, Triveni Engineering aims to create a lasting impression and thrive in India’s evolving whisky market.
