True spirits are made up of the universe’s ultimate force – life. Drinking each moment via the vessel of a body, a resolute human spirit brings the times alive in its vibrancy of lifetimes. Spirits or “Alcohol is more than just a drink. It’s a way to connect with people, celebrate life, and create lasting memories. It is our new-age approach to alcohol and philosophy at Cartel Bros Private Limited,” says Neeraj Singh, the Chief Business Officer, who is a seasoned professional with over 17 years of experience in brand building and business leadership.
“Meet Our Founders”
says Neeraj of their leadership team that comprises pioneers in the alcohol industry:
~Manish Sani & Moksh Sani: Industry leaders with over 30 years of experience in alcobev (alcoholic beverages) distribution and retail under the Living Liquidz Group.
~Jitin Merani: Founder of Drinq, a boutique bartending solutions company.
~Rohan Nihalani: Founder of Morgan Beverages, one of the fastest-growing alcobev importers in India.
“Together, we envisioned an alcohol company that would be more than just a producer of spirits—it would be a storyteller, a memory-maker, and a celebration of life itself,” adds Neeraj.
“Our Stepping Stone”
The founders of Cartel Bros bring decades of extensive experience in the alcohol industry, along with access to unparalleled insights, reliable data, and evolving market trends. Leveraging this wealth of expertise, they embarked on a journey to create a brand with a vision: to redefine the industry landscape by channelling our first-hand knowledge into innovation.
“With all our partners rooted deeply in the liquor industry, the idea of launching our own brand felt natural. Instead of solely importing and promoting other products, we aspired to create a legacy of our own,” says Neeraj.
“Our Unique Edge”
The insights gleaned from Living Liquidz’s extensive data gave them a dynamic advantage, helping them identify gaps in the market and turn them into opportunities for Cartel Bros. Neeraj continues, “With this deep understanding of consumer preferences, we were able to design products that resonate with modern tastes while maintaining a commitment to quality and authenticity.”
As a new-age alcohol company, Neeraj says they’re unafraid to challenge conventions and push boundaries. “Our portfolio aims to encompass all categories of spirits, bringing only the finest to our customers.” With an unwavering commitment to taste, experience, and quality, Cartel Bros strives to redefine the drinking experience with refinement and luxury at its core.
The Alcohol Industry Landscape in India
According to Neeraj, India stands as one of the fastest-growing alcoholic beverage markets globally, valued at approximately $52.5 billion (₹3.9 lakh crore). The market is projected to grow at a CAGR of 6.8% through 2023, with alcohol consumption increasing steadily from 4.86 billion litres in 2020 to an estimated 5.91 billion litres in 2023.
Notably, Scotch whisky exports to India have surged by over 200% in the past decade. The premium whisky segment has experienced a growth rate of 17.70%, while entry-level Scotch whisky leads with a remarkable 25.30% growth rate.
Neeraj states that recognizing this upward trend, they have strategically positioned themselves to launch an entry-level Scotch whisky, bridging the gap between premium quality and accessible pricing. “At Cartel Bros, we are dedicated to transforming the Indian alcobev landscape, one refined sip at a time.”
On a Journey of Creating One of the Fastest-Growing Alcobev Startups
Reflecting on his motivation to enter this true-spirited industry, Neeraj says that the alcobev industry has captivated him since his college days, sparking a deep passion for understanding and learning about this dynamic space. He recalls, “My initial encounter with Carlsberg beer was not merely a professional endeavour but a reflection of my enthusiasm to immerse myself in this fascinating industry.”
Over the years, this journey has evolved significantly. After spending five enriching years in the alcobev sector, Neeraj ventured into the digital realm, where he broadened his horizons and acquired invaluable knowledge that extended far beyond the confines of his initial domain.
In the past 1.5 years at Cartel, Neeraj’s accumulated experiences and insights have empowered him to take bold strides. “These years have been instrumental in merging my past learnings with newfound opportunities, enabling me to contribute to the creation of one of the fastest-growing alcobev startups in the country,” he adds. This journey has been both transformative and fulfilling, opening new horizons and solidifying his belief in the boundless possibilities of this industry.
“Powered by Our People”
In a constantly evolving business landscape, at Cartel Bros, says Neeraj, that they value and work with the philosophy mentioned below. “We are a people’s company, and we look at the below fundamentals very seriously:”
A. Authenticity: “We stay true to ourselves, our partners, and our customers, always prioritizing genuine relationships and experiences.”
B. Innovation: “We continuously push boundaries, seeking new ways to elevate the spirits industry and delight our customers.”
C. Collaboration: “We believe in the power of partnership, working together with our network to achieve shared goals and success.”
D. Excellence: “We strive for exceptional quality in everything we do, from product selection to customer service,” states Neeraj.
These values guide the company’s decisions, shape its culture, and drive its mission to bring unique spirits and unforgettable experiences to its customers and its people.
“We Are The Leaders”
Often recognized as a driving force behind Cartel Bros’ achievements, Neeraj’s leadership style can be best described as open, collaborative, and supportive. “Not only me, but all our leaders foster an environment where employees feel free to express their ideas and suggestions, encouraging innovation and creativity at all levels,” he insists. They are approachable and always open to dialogue, ensuring that communication flows easily across teams.
In addition, the leadership is deeply invested in each individual’s personal and professional growth. They provide the necessary guidance and resources to help employees reach their full potential, whether through mentorship, training programs, or career development opportunities.
Moreover, there is a strong emphasis on work-life balance, recognizing that personal well-being directly impacts professional success. Leaders prioritize creating a positive and motivating workplace culture where employees feel empowered to take initiative, share their insights, and grow both as professionals and individuals.
Putting Customers at the Forefront
The essence of modern businesses lies in innovation, disruptions, and enhancing the end-user experience. According to Neeraj, at Cartel Bros, they believe that operational efficiency and customer satisfaction are not mutually exclusive but rather interconnected components that drive their business forward. To strike a balance between the two, they’ve implemented several strategies that prioritize both:
1. Customer-Centric Approach: Neeraj and his team start by putting their customers at the forefront of everything they do. “We engage with them through various channels to understand their needs, preferences, and pain points. This feedback loop helps us design products and services that meet their expectations and exceed their satisfaction levels.”
2. Process Optimization: Cartel Bros continuously evaluates and refines its operational processes to eliminate inefficiencies, reduce waste, and streamline workflows. By doing so, it can allocate more resources to areas that directly impact customer satisfaction, such as product development, quality control, and customer support.
3. *Employee Empowerment*: Neeraj emphasizes, “Our employees are our greatest assets, and we empower them to make decisions that prioritize customer satisfaction. We provide ongoing training and development programs that focus on customer-centric skills, such as active listening, empathy, and problem-solving.”
4. Continuous Improvement: Cartel Bros fosters a culture of continuous improvement, where every employee is encouraged to identify areas for improvement and suggest innovative solutions. This mindset helps the firm stay agile, adapt to changing customer needs, and maintain a competitive edge in the market.
5. Metrics-Driven Decision Making: Neeraj informs that they use data-driven metrics to measure both operational efficiency and customer satisfaction. This helps them identify areas where they can optimize processes without compromising customer experience.
6. Partnerships and Collaborations: They collaborate with partners and suppliers who share their commitment to customer satisfaction and operational efficiency. By working together, they can leverage each other’s strengths, expertise, and resources to deliver exceptional customer experiences.
By implementing these strategies, they are able to strike a balance between operational efficiency and customer satisfaction. “Our customers benefit from personalized experiences, timely support, and high-quality products, while our business enjoys increased efficiency, reduced costs, and improved profitability,” reveals Neeraj.
Tech-Integrated Innovation
Furthermore, digitalization and technological advancements are crucial aspects of the modern company ecosystem. He believes and informs that Cartel Bros has implemented several mechanisms to ensure that employees can effectively provide feedback to management. One key platform is its Performance Management System (PMS), which is monitored on a monthly basis. Through this software, employees are encouraged to give upward feedback to their managers, fostering a culture of continuous improvement and open dialogue.
Neeraj adds, “We place great value on this feedback and take it seriously.” Managers and leadership actively review and consider employee suggestions, integrating them into work processes and company policies wherever applicable. In addition to the PMS, employees are encouraged to provide feedback during regular one-on-one meetings, team discussions, and anonymous surveys, ensuring that all voices are heard and respected.
“By offering multiple channels for feedback, we ensure that employees have the opportunity to influence positive changes and contribute to the company’s growth and success.”
Winning World’s Trust
Citing an example of their remarkable success, Neeraj says with ‘The Glenwalk,’ one of the recent projects they’re proudest of is the significant international recognition the brand’s flagship Scotch whisky has received. The Glenwalk Scotch Whisky won a prestigious Silver Medal at the London Spirits Competition 2024, a testament to its exceptional quality and craftsmanship. This competition is known for featuring some of the best spirits in the world, and securing such an accolade validates the hard work and innovation of our team. “It highlights our dedication to producing a whisky that can stand shoulder-to-shoulder with renowned global brands,” says Neeraj.
Additionally, The Glenwalk’s recent global expansion efforts, particularly in partnership with Gulf Beverages, signal a strategic move to introduce our premium offerings to a wider audience. This venture into international markets, starting with the Middle East, showcases Cartel Bros’ ambition to bring its innovative products to the global stage while maintaining the high standards that its customers have come to expect.
“These achievements not only reinforce our commitment to excellence but also position The Glenwalk as a strong player in the premium whisky market, both domestically and internationally,” says Neeraj with immense pride.
“We Ardently Believe in the Team Spirit”
Also, at Cartel Bros Private Limited, Neeraj says they firmly believe that their workforce is the backbone of their success. “We are committed to creating a workplace culture that emphasizes growth, innovation, and collaboration, ensuring every team member feels valued and empowered.”
*Mentorship and Guidance: Cartel Bros pairs employees with seasoned mentors who provide personalized guidance, helping individuals navigate challenges and unlock their potential. This mentorship culture reinforces its commitment to personal and professional growth.
*Open Communication and Inclusivity: By maintaining a flat hierarchy and promoting transparent communication, Neeraj and his leadership management team empower employees to share ideas, voice concerns, and actively contribute to organizational decisions.
*Recognition and Incentives: He shares, “We have developed robust reward mechanisms to appreciate individual and team achievements. Acknowledging contributions motivates our workforce and drives excellence across all levels.”
*Innovation Hubs and Creative Freedom: Neeraj says they actively encourage employees to bring their unique ideas and initiatives to the table, creating a platform where creativity thrives. This not only benefits the organization but also instils confidence and a sense of ownership among team members.
*Diversity and Collaboration: Cartel Bros takes pride in fostering a multicultural and inclusive environment where individuals from diverse backgrounds collaborate and bring unique perspectives, enriching the organizational culture.
*Work-Life Balance: It prioritizes employee well-being through flexible working arrangements, wellness programs, and recreational activities that help maintain a healthy work-life balance.
*Leadership Development: By identifying high-potential employees, Neeraj and the team design specific leadership programs that prepare them for future roles, ensuring a strong succession pipeline and encouraging upward mobility within the organization.
He states, “Our philosophy revolves around empowering individuals and nurturing talent to create a synergistic environment where both the organization and its people flourish.”
Thus, Cartel Bros believes in and highly appreciates employee and their creative initiatives, which help each region grow through skill empowerment and development.
“Together We Triumph Over Turbulences”
According to Neeraj, the alcohol industry in India presents both challenges and opportunities, marked by a dynamic and evolving consumer landscape. As Indian consumers become more adventurous with their beverage choices, niche categories like cider, seltzer, and fruit wines are gradually carving out a space. However, these remain some of the most challenging segments to establish, especially with global powerhouses such as Bacardi, Brown-Forman, and Coca-Cola vying for dominance in the ready-to-drink (RTD) market.
“One of the most defining moments for our company was navigating these complexities with a strategic and calculated approach. Leveraging the profound industry expertise of our founders, we adopted a rigorous process of studying state excise policies and preparing meticulous registration applications,” mentions Neeraj. “Our corporate affairs division, helmed by a founder with extensive experience in importing and distributing alcoholic beverages across India, played a crucial role in steering this initiative.”
This methodical preparation and attention to detail yielded remarkable results. Cartel Bros’ efforts were met with recognition and cooperation from excise and state departments, paving the way for a seamless entry into the market. The turning point came in November 2021, when the Maharashtra State Excise Department introduced a landmark policy revision, reducing duties on imported spirits by 50%. This progressive change significantly lowered the cost of imported spirits for consumers, creating the ideal opportunity for the firm to launch its imported Scotch whisky.
Neeraj adds, “This journey exemplifies the resilience, ingenuity, and strategic foresight of our team, enabling us to transform formidable challenges into milestones of success. By remaining adaptable and leveraging our core strengths, we continue to thrive in a competitive and evolving marketplace.”
And Conquer Crisis
Also remembering The COVID-19 pandemic times, Neeraj says it has indeed presented unprecedented challenges to businesses worldwide, and at Cartel Bros, “We’ve learned valuable lessons from this unique period.” To prepare for future uncertain situations, they’ve developed a comprehensive contingency planning framework that enables them to respond quickly and effectively to potential disruptions. Here are some key aspects of that contingency planning:
1. Risk Assessment: Cartel Bros has conducted a thorough risk assessment to identify potential threats to its business, including pandemics, natural disasters, economic downturns, and supply chain disruptions. This exercise helps the team understand the likelihood and potential impact of each risk.
2. Business Continuity Planning: The firm has developed a business continuity plan (BCP) that outlines procedures for maintaining essential business functions during a crisis. The BCP includes strategies for remote work, supply chain management, and customer communication.
3. Flexible Supply Chain: “We’ve diversified our supply chain to reduce dependence on any single supplier or region. This flexibility enables us to quickly adapt to changes in the supply chain and minimize disruptions,” explains Neeraj.
4. Communication Plan: They’ve established a communication plan that ensures timely and transparent updates to their stakeholders, including employees, customers, and suppliers. This plan helps maintain trust and minimizes uncertainty during a crisis.
5. Financial Preparedness: They’ve maintained a healthy cash reserve and diversified thei revenue streams to reduce their reliance on any single market or customer segment. “This financial preparedness enables us to weather economic downturns and invest in growth opportunities.”
6. Employee Training and Development: Cartel Bros provided its employees with training and development programs that focus on adaptability, resilience, and crisis management. This investment helps the team respond effectively to changing circumstances and maintain business continuity. “By implementing these measures, we’re confident that Cartel Bros is well to navigate future uncertain situations and emerge stronger and more resilient.”
Advising Aspirants
As a business leader, Neeraj is delighted to share his advice with budding entrepreneurs who aspire to venture into the corporate space.
First and foremost, identify your passion and purpose. What drives you? What problem do you want to solve? What industry or sector excites you? When you’re passionate about what you do, you’ll be more resilient, motivated, and committed to overcoming the inevitable challenges that come with entrepreneurship.
Conduct thorough market research. Understand your target audience, their needs, preferences, and pain points. Analyze your competitors, their strengths, weaknesses, and strategies. This will help you create a unique value proposition, differentiate yourself, and develop a competitive edge.
Develop a robust business plan. Outline your mission, vision, goals, and objectives. Define your business model, revenue streams, and cost structure. Establish key performance indicators (KPIs) to measure your progress and make data-driven decisions.
Build a strong team. Surround yourself with talented, dedicated, and like-minded individuals who share your vision and values. Foster a positive company culture, encourage open communication, and empower your team members to take ownership and make decisions.
Focus on customer satisfaction. Your customers are the lifeblood of your business. Listen to their feedback, respond to their concerns, and continuously improve your products or services to meet their evolving needs.
Network and build relationships. Attend industry events, conferences, and workshops. Connect with mentors, peers, and potential partners. Build relationships with suppliers, investors, and other stakeholders who can help you grow your business.
Stay up-to-date with industry trends and technologies. Continuously educate yourself on the latest developments, innovations, and best practices in your industry. Leverage technology to streamline operations, improve efficiency, and drive growth.
Be resilient and persistent. Entrepreneurship can be challenging, and setbacks are inevitable. Develop a growth mindset, learn from your failures, and stay motivated by celebrating your successes and progress.
Lastly, stay true to your values and vision. Remember why you started your business in the first place. Stay focused on your core values, mission, and purpose. When you’re authentic, passionate, and committed to your vision, you’ll attract like-minded customers, employees, and partners who will help you build a successful and sustainable business.
Envisioning a Global Revolution
For the future, Neeraj says they envision preparing a bouquet of brands that are well accepted by Indian consumers and available in at least 15-16 states within the first one or two years. “We do see a growth in Tequila consumption based on our consumer insights and surveys. We even believe that an Indian-origin drink such as Mahua or a Feni could become a global revolution if promoted well. We also plan to launch a tequila soon, as well as launch new categories such as single grain whisky, Russian Vodka, etc.,” he concludes.
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