Zing up Life

To provide good quality with innovative packaging at lesser price is the main mantra of Radico Khaitan Ltd. for positioning the company amongst the top liquor ies in India

Having a turnover of Rs. 1600 crore in the year 2007-08, Radico Khaitan Ltd. is one of the largest and most profitable liquor companies in the country. It is best known for its brands 8 PM whisky, Contessa Rum and Old Admiral Brandy. 8 PM whisky has the unique distinction of having touched sales of one million cases in the first year of its launch. Contessa Rum is the largest selling Rum brand among Defence forces. Old Admiral Brandy another winner from the portfolio of Radico is also a part of the millionaire club.
In spite of global slowdown of economy, Radico Khaitan is totally unaffected. “The reasons behind are that the company deals into liquor FMCG goods and it’s festive time also — Diwali celebration has just ended and New Year is fast approaching. So, liquor sales have just gone up. So, no worries in the industry right now!” says COO of Radico Khaitan Ltd. and the CEO of Diageo Radico Distilleries Pvt. Ltd, a 50:50 joint venture between Diageo and Radico Khaitan, Raju Vaziraney.
Radico Khaitan, formerly known as Rampur Distilleries, was established in 1943. It was initially engaged in the manufacturing of ENA (Extra Neutralised Alcohol) and other spirits for leading liquor companies. After mastering the art of blending and production of spirits Radico Khaitan decided to launch and market its own brands. Today, with a production capacity of 60 million litres p. a. and with the recent addition of the grain distillery which has taken the capacity upto 90 million litres per annum it is one of the largest distilleries in the country.

Innovation – an USP
The company’s strategy depends on innovations – packaging, blending and positioning. These innovations are interconnected. According to Vaziraney one can spot the difference from packaging as it’s world-class. The company does lots of research to understand the need of consumers that is known as consumer insight. Based on that, the company plans its future course of action. Raju Vaziraney divulges, “We have researched the market in last three to four years. What we have come to know is that consumer always wants to upgrade; and technically it is called trade up, for e.g., a Maruti owner always wants to have a Zen car and then from Zen to esteem and so on. The insight of a consumer is resulted only after we dive deeply into their mind.”
But packaging alone can’t promote a product; it has to be other things too. So, the company does lots of innovation in other fields too. It takes care of quality of its products. The blending of the product is high class. Vaziraney tells, “We have the biggest grain plants in the country and it’s not just biggest but also state-of-the-art. Our best engineers control the plant and it’s all done mechanically that means it is computer controlled. Therefore, we can say that we make the best spirit that human being can make and that goes in to our brand.”

Positioning of the Brand
For positioning its products the company works hard. It’s very critical in liquor industry to position the product. The company positions its products at a premium level and offers semi-premium price. “As one of our product Magic Moment Vodka — here a consumer is ready to pay Rs. 500 to 600 (this we got to know in one of our survey), but we position it at Rs. 350, it is called value for money.” Thus, the think-tank in the company positions the products intelligently in mid-price segment. Suppose, there is Royal Challenge and Royal Stag whisky, the company will position the brand between the two with Royal Challenge features.

According to Vaziraney by this way Royal Stag consumer will trade up and Royal Challenge consumer doesn’t feel bad in drinking this brand, because consumer doesn’t drink the pack but he drinks the blend, so blend is good, packaging is good and positioning is good of Radico’s brand.
Radico Khaitan’s brand portfolio comprises of the finest products and brands that cater to every taste preference and offer superior value in every segment and price category the company competes in. The group is represented in almost every liquor and price category, starting from the popular segment and going up to premium offerings.
According to Vaziraney it’s hard to place the brand in the market. He believes in publicity of the brand. People in the liquor industry are making all out effort to make their brands popular. Vaziraney is of opinion that there are three things, which are salable in the country that are cricket, Bollywood and Black Label. He asks, “Name a party Johnnie Walker Black Label and It rocks. But as it’s not our segment, it’s out of question. Cricket has been taken by other competitors, so we are working on the third that is Bollywood. We have tied up with Hrithik Roshan who is our Brand Ambassador for Magic Moment Vodka and Mallika Sherawat for 8 PM whisky.”

Plan to Launch New Products
Vaziraney doesn’t believe in launching new products in a hurry. He feels if somebody launches a product in the market, he should position it as a brand and make it popular and consolidate it, and then it is viable to launch another product. Keeping this thing in mind Vaziraney wants to consolidate company’s young brand’s positioning – Masterstroke deluxe whisky. He says it’s premature to say of any other new launch in near future. This is a product of the Diageo-Radico joint venture.
The company has a joint venture with Diageo and enjoying it very much. It doesn’t want to form any other joint venture as Vaziraney says that he wants Radico Khaitan to be strong first of all. He further states, “If some opportunity comes in our way then we will have a look. We want to give best to the consumer and trade. As we are a public limited company, we want to assure that our shareholder gets best returns. Right now we want to make our presence felt in already operating segments.” The company is doing well at foreign level too. “The export of Radico is very huge since last three years. We are likely to cross 50 crores this year. Our branded business is doing very well and we also export bulk of alcohol abroad in Middle East and African countries,” informs Vaziraney.

Challenge to Grow
Wearing two hats at the same time as COO of Radico Khaitan and CEO of Diageo Radico Distilleries Private Ltd., Raju Vaziraney has almost 25 years of experience in liquor industry. He has a Masters degree in Commerce and Economics and a postgraduate Diploma in Sales and Marketing, Corporate Law, and Business Management. He is a liquor professional. Before joining Radico Khaitan, he was working with Shaw Wallace. Started as a general manager with Radico Khaitan in April 2000 he later rose to the level of COO.
One thing about Radico Khaitan which Vaziraney likes is that it has a good blend of owners monitoring and professional driving. He says, “Our owners know the business but they don’t take day-to-day decision, so decisions are quick and action is swift.” As Radico has its own brands, Diageo has its own and joint venture has its own brands, so the Vaziraney as a leader has a great responsibility to shoulder. “Radico is my parent company, here I am directly involved in all day to day functions, whereas in joint venture company I am link between Abhishek Khaitan, MD of Radico Khaitan and Asif Adil, MD of Diageo and look business on day to day basis.”

Leisure Pursuit
Even if he is busy, Vaziraney takes out time for reading. Books on management skills fascinate him. Right now he is reading a leadership fable ‘The Five Temptation of a CEO’ by Patrick Lencioni. His other all time favourites are ‘One Minute Manager’ and ‘Seven Habits of Highly Effective People’.
He has three interests Beti, Peti and Roti. He is a big foodie, but don’t drink as he is an occasional drinker. He shares, “I am not a person who likes to go out very often other than official commitments. I like to sit and talk with my family who is very dear to me. Contentment is very important thing in life, but it doesn’t come with luxury, it comes from within.” “I drink when I have to taste my brand but whenever I taste, I taste Magic Moment Vodka. My favorite flavours are orange and lemon grass with ginger. It’s brilliant with sprite,” he adds further.

Demand for Model Excise Policy
The future of liquor industry is very bright as it is evergreen industry. It is also the biggest revenue earner for the government. The government has deregulated the excise policies, for e.g., in UP few contractors and retailers or excise contractors used to have monopoly that is no more now. Now anyone can take licence and open the shop. This policy has gone to Punjab, Haryana and many other states, so State Excise department is opening more retail shops and there is growth of more opportunities.
To have uniformity in the nomenclature of taxes, the government has to have a model excise policy, says Vaziraney. He further adds, “One suggestion to the state government would be to work towards modern excise policy. There are two ways to do this, one is there should be uniformity of nomenclature of taxes to be taxed on consumers and manufacturers. At the moment there are bottling fees, franchisee fees, VAT, etc. There may be 30 to 35 of them which are levied from state to state.” The company is working with government to work on the model excise policies. “There are two separate things one is government levy and another is government taxes. Suppose in Goa where excise duty is less as compared to Delhi; it is difficult to have government tax to be the same. So, what we can achieve is uniformity of government levies which will be very big plus for the industry and consumers,” elucidates Vaziraney.
All of us know that drinking is not a bad habit but overdrinking certainly is; that’s what the message the company has spread. Radico Khaitan knows well its responsibilities towards the society. Through their (Diageo-Radico joint venture) ad campaign figuring Shahrukh Khan, the Bollywood heart- throb, they want to tell the consumers to drink responsibly. With this campaign already on, now you can enjoy your drink with a pinch of responsibility. What an idea!

Rock Out at F Bar & Kichen

F Bar & Kitchen is a perfect place to experience the liberty and modernity of your life, one can spend quality time in very cosmopolitan style. The menu, décor, light and music are perfectly timed as it should be by Fashion brand

My close associates know that food is my weakness therefore one of my associate invited me for lunch in the cyber city, Gurgaon. I visited that place after a long time and I was shocked to see the A-class infrastructure and big multinationals has entered that area, I was feeling as if I am in some part of Dubai, the class seems to be very elite. Then we moved to the restaurant and bar which is situated in the DLF Phase 3, F Bar & Kitchen. It is launched by FTV and is situated in a
cosmopolitan area.

F Café Lounge
As I entered the restaurant, I was welcomed by dim lights that were adding beauty to the huge area where big panels with plasma TV attached on the walls. The FTV channel was running where the current international models showcasing current fashion styles on the ramps. There is also a big bar where varieties of mocktails and cocktails are prepared and served by the bartenders. The buffet with varieties of cuisines is placed. The designing of the lounge is done in a global manner, you feel like sitting in a restaurant of Italy and enjoying your wine and dine. From flooring to roofing every thing is created with lots of research and is designed internationally.

Technical Innovations in Sound and Lighting
As you move ahead from F café lounge through the narrow gallery you will enter to F-Prive the name showcases some signs of privacy. If you want to propose or date with your love then F-Prive is the perfect place. The F-Prive is an area separated into a lounge and dining space. It gives you full privacy. A nicely done up lounge in luxurious muted colours with dimmed lights seems warm and cozy. High backed sofas in amber and brown exude a feeling of lavishness. Smartly dressed waiters in black, complement the décor. The placement and nature of the lights are also well thought out. You can order your favourites and enjoy each moment spend there.
The boardrooms and the adjoining lounge area are brighter and done up in champagne ivory. The ambience gets a makeover with bright lights and lighter shades. The music is kept out and if you fancy a quieter ambience, this helps. Here corporates discuss their serious affairs. In the front of the entrance, Hookahs are placed so as one can discuss while having them. There are also separate cabins where meetings can take place uninterrupted.

Delicious Delicacies
After appreciating the beauty of F Bar & Kitchen, now it was time to taste the delicacies of the restaurant. We started from snacks and mocktails. We tasted wild mushroom cigars with sun dried tomato pesto, minted feta cheese triangles, crisp avocado and olive rolls with tomato chilli salsa, paneer tikka in snacks and in mocktails we had blue angle, liquid cranberry frappe, April Lady (a fruity delight with mango juice, coconut cream and ice cream).
But more than food or ambience, the talking point of F Bar & Kitchen would be perhaps, the range of cocktails and mocktails. Contrary to the food menu, the beverages on offer are just mind-blowing and made up with stylish exactitude. You must go for the Infused Vodka in Rose, Raspberry and Strawberry, a different flavour each day. Try the ‘Anaconda On The Loose’. It is mind tingling! There are other surprises such as, ‘Dead Woman Walking’! F Bar & Kitchen has managed to poach the best bartenders from other nightspots in the capital. The bar offers some creative cocktails, fine wine, champagne and an exquisite selection of Cuban cigars.
Next we ordered the main course food. The menu card was full of authentic and international dishes. It was quite a difficult task to finalize what to taste, so we took help from the chef and he got for us some specialty dishes. We tasted pudeena paratha, butter nan, olive bread with harrey masale ka
bhunna paneer, paneer ka subz mela, khumb bhutta methi palak and chilgoza hari phalli (stir fried beans with pinenuts served), really mouth-watering dishes! Sometimes, it is not what you serve but how you serve, which matters and every thing was served in style.
I was full after having so sumptuous lunch, but who can afford to say ‘NO’ to desserts. So, I ordered the remarkable desserts that any one could ever get except in F bar like Orange Panna Cotta (eggless dessert with subtle flavour of orange), Tiramisu (traditional Italian dessert made with Mascrpone cheese layered with coffee soaked lady fingers), Chocolate lava cake, assorted pastries, vanilla cream brulee’s.
The cuisine, of course, the quality of the food is top notch, presented at F bar is very modern and the ambience adds special effects in it. It has a wonderful ambience with dynamic illumination of crystal chandeliers. DJ plays some great hip-hops, lounge and retro music. The experience at F Bar & Kitchen was fantastic. This is a place which offers everything from food to cocktails to music to party to meeting. After coming out of the restaurant one feels going back again and again. It has all the elegance and prettiness that is expected from FTV brand.

Go Goa...

From exotic beaches to magnificent architecture to Goans cuisine, Goa has lots more than this. The festive season, which starts from December and remains till March, is round the corner and Goa is all set for a blast this season

Internationally renowned for providing beach holidays Goa is honeymooners’ paradise. A tiny emerald land on the west coast of India, adjoining the Arabian Sea Goa is the greatest hub for the tourists, as every year tourists in abundance visit this place. Goa seems to be in the mood of party and merry making.
The Goan culture is very easy going and relaxed. Everyone is free to follow the kind of lifestyle they wanted. This is the place where indo-Portuguese people follow tradition as well as remain ahead with the changing time and trends. Konkani is the official language of Goa which is written in Devnagri script but other languages also move very smoothly. The chief feature of the people in Goa is the element of mingling. Elvis Gomes, Director of Goa Tourism says, “The main strength of Goa is its people as its beauty is natural but people add spark into its beauty.” “We are enhancing tourism in Goa by upgrading its infrastructure and by aggressive promotions… Goa is in festive mood 365 days,” he further adds.

Sun, Sand and Sea
In Goa it seems that the sun kisses the beaches and in that ambience one can just relax on the soft sand and gaze at the warm mild sun that drenches the entire environment in its amber-gold embrace. The beaches are clustered into two regions, north and south Goa coastlines with the capital Panaji and nearby Miramar beach, and Bambolim beach in the middle. Anjuna beach is mostly visited for rejuvenating mood. If you are visiting this place in the day time then you can savor the best delights at the famous flea market or the shopping hangout off the beach. If you want to enjoy fishing then Benaulim beach is the right choice and this place is quite safe for swimming too. If you are looking for the beach where you can spend your time personally then Colva beach is a perfect place. Dona Paula Beach has a good relation with romance and myth and tourists throng this place for deceased beloved and is also famous for water sport paradise for water sports lovers, surfing, snorkeling, jet skiing, boogie boarding, scuba diving, water-skiing, parasailing, windsurfing and deep sea fishing are just some of the water sports that can be enjoyed here. Miramar beach is the one of the best tourist place that is known for its lovely golden beach of soft sand, occupied by a thick grove of shady palms, facing the blue Arabian Sea and forming a dense canopy over the area. Clusters of coconut palms border these lovely beaches and add glam to it.

Grand Gala
Due to the Portugal rule, many people converted to Christianity at that time. Yet, they did not forget their Indian roots and Goa is the best example where you will find people celebrating different kind of festivals. Although, Goa seems to be in the mood of festival whole year but in December the mood in Goa is totally different. Each house, market, churches, beaches lights up and decorated and people seems to be in full mood of merry making. The Month starts with St. Francis Xavier Feast that is celebrated in Old Goa on 3rd December with processions and services. The feast of the patron saint of Goa is celebrated on the day he died in 1552. Preceding the feast, nine days of Novenas are held, attended by pilgrims from all over the world. Stalls sell sweetmeats, toys, clothing etc.
Next comes the Christmas that is celebrated on 25th December every year as the birth of Jesus Christ. Christmas trees are decorated and the city is also decorated with clay statues or with artifacts made up of box board, millet and hay grass. New Year is also celebrated in full swing as visitors from across the globe throng this place and welcome New Year in very modern way. The most awaited festival Carnival is celebrated for the arrival of spring which occurs immediately before Lent; the main events are usually during February and March. Carnival typically involves a public celebration or parade combining some elements of a circus and public street party. People often dress up or masquerade during the celebrations. The festivals are also musical in nature and a great deal of dance forms part of the carnivals which are celebrated on special occasions.

Splendid Architecture
Goa is the perfect example of Portuguese architecture as it has unique smooth blend of different architectural styles. Churches and houses bear a striking element of the Portugal style of architecture. Here most of the houses have the bust of Jesus Christ at the entrance. Churches in Goa present a unique blend of the renaissance and baroque styles. They are the next important tourist attraction after the beaches and are thronged by people of all religions. Basilica of Bom Jesus is very famous Roman Catholic Church as it contains the tomb and mortal remains of St. Francis Xavier.
St. Cathedral is built in purist Tuscan style and is staggering in proportions. In one chapel is kept the cross of miracles. Convent and church of St. Francis of Assisi has superb decorative paintwork, woodcarving; and floor are inlaid with elaborately engraved tombstones. Another great example for architecture is the Aguada fort it was used as a prison primarily; the fort stands on the beach south of Candolim, at the shore of the Mandovi River. The fort is so large that it envelops the entire peninsula at the south western tip of Bardez. Built on the mouth of river Mandovi, it was strategically located and was the chief defence of Portuguese against the Dutch and Marathas.

Eat, Drink and shop
Goa is flooded up with tourists whole year, therefore roadsides and beaches are all flourished with traditional Goans market, and these markets are a mirror of Goa’s ethnic culture and provide a glimpse of the typical goan way of doing business. Goa’s each town has something special to sell. In Old Goa one can shop antique, local wine called 'Fenny', cashew nuts or any traditional souvenir for your loved ones. Anjuna Beach Flea Market is very famous Wednesday Market besides Anjuna Beach, started by foreigners. It is an extremely lively spot where souvenirs, beachwear, trinkets and handicrafts are sold at very cheap prices. Mapusa is well known for its Friday market that holds too many attractive items on sale.
If you are going to Goa and not drinking the traditional drink ‘Fenny’, it will not be fared as it is the strength and specialty of Goans. Fenny is prepared and produced in Goa and exported all around the world. Cashew and coconut fenny are the varieties available. On the other hand Seafood is also the strength of the state. Here you will get lots of magnificent culinary delicacies like the prawn balchão and sorpotel which have become famous around the world. Besides fresh seafood, dried and salted fish dishes are also highly prized by Goans. For those who love to take chances in life and play it as a gamble, then Goa has top class casinos with popular games like roulette, blackjack, baccarat and craps.
Goa is a place, where fun & frolic never ends. Exotic beaches, lip smacking cuisine, easy going people, rocking parties and ancient religious places, rock that place. Goa is synonymous with vacations and holidays. This is the only state that guarantees to relax and rejuvenate you. So, Go Goa and enjoy the freedom and dive deep in the full mood of joy.