He is gung-ho about his newest venture “Salud Beverages” and his invention, which is India’s First Gin Plus Tonic in a bottle. If one wants to know what is “Salud’, it’s a Spanish word, means “cheers”, with inquisitiveness overloaded to know more about Salud Beverage StartupStars editor caught up with Ajay Shetty the Founder, and CEO of Salud Beverages in an exclusive chat. The startup entrepreneur shares to us his optimism about the market he is targeting to venture, and how he created India’s first Gin Plus Tonic in a bottle.
You have quit a high paying banker job to start your dream, how did you transform being a banker to an entrepreneur?
I have always been an entrepreneur at heart, even though I started out in the finance world. My experience as an ex-banker with the likes of Morgan Stanley and Merrill Lynch gave me a firm grounding in how financial markets operate, globally, having had experience in New York and Hong Kong.
This stood me in good stead when I decided to strike out on a different path. I took the business knowledge I had gained, combined it with my love for wine, and started Myra Vineyards in 2011. Even after a successful exit through the VisVires Capital, I stayed on to continue the transformation from a wine brand to a lifestyle brand. Then, I decided why not do it again, with Salud Beverages.
What is Salud Beverages all about?
It all started when we noticed a significant gap in the alcobev industry. People were looking for something fresh, convenient, easy to drink. This gave birth to Salud G&T 2.0 – which is India’s very first gin and tonic in a bottle. That’s where it started, but Salud today is much more than G&T.
Salud Gin Plus Tonic is an urban lifestyle brand that aims to give people new, exciting ways to bond with their tribe, connect with themselves, and celebrate life in a whole new uncomplicated way. We call it Life 2.0!
Salud Beverages Gin Plus Tonic – a range for every connoisseur
The Salud range today is steadily expanding beyond our three initial offerings of G & T 2.0 – Original, Lavender and Cucumber. We’ve just launched our Watermelon & Mint flavour, as well as our Strong and Sonic gin refreshers.
Our portfolio will keep growing with an exclusive range of ready bottle-to-glass drinks and craft spirits, as we aspire to bring the best and freshest beverages to people across the world.
Are you looking at expanding in other businesses?
Yes, we also have an exclusive fashion and merchandise line, as well as Salud Sessions, our very own music label. Salud, as a brand, is all about being modern, socially responsible, totally inclusive and uncomplicating life.
How is your company funded?
I must take this opportunity to say all of this is only possible because of my wonderful team, our visionary investors Prasad Vanga from Anthill Ventures, Film maker and Indian Actor Rana Daggubati, Rana is also active investor, and Urbanl our speed scaling partner.
Together, we hope to make Salud a real force in the global urban lifestyle space.
What are your expansion plans, which are the markets you are aiming to tap into?
Currently, we are available in two states in India. We are registering in three more states. We intend to go global in the future, and we are already in discussions with two countries to export.
The goal is to make it a global brand with a worldwide bottle experience.
‘Salud today has a global vision where people come together to Celebrate Life, with a touch of exclusivity. A new age Ready to Drink and Craft Spirits, aspirational brand with Life & Lifestyle as its ethos.
I want make the brand a Global path-breaker in alcoholic beverages, non-alcoholic beverages and Craft Spirits which are Fresh, Classy and Socially Responsible.
The global gin market was valued at $14.03 billion in 2020, and is projected to reach $20.17 billion by 2028, growing at a CAGR of 4.9%, According to a recent study by IWSR Drinks Market Analysis for 2021, gin is forecasted to increase 4.5% CAGR in 2021-2025, driven notably by Brazil, South Africa, and Russia. In total, spirits are expected to grow 0.6% globally this year, and 0.8% CAGR in 2021-2025. The market research says whisky drinkers are gradually converting to Gin. A few factors that fuel the growth of gin in the Indian market are disposable income, changing psychographics and demographics.
