The impossible export dream
If carrying coal to Newcastle is folly, imagine selling premium Indian Single Malt whiskey in the UK, Europe, Canada, the United States and eventually in forty-four countries. This is the story of an intrepid Bengaluru business family, and their trusted employee Ashok Chokalingam who achieved the impossible. Their low-key lifestyle, punishing work schedule and old-world rapport with customers and employees are from a distant past, when employees were like family. Why undertake such an uphill task rather than find the easiest financial route to make money? Profits for the Jagdales are simply an investment into a socially rewarding future. One such is an Olympic sized, public use, swimming pool in Bengaluru, a magnet for future global swimming events, when India hosts the Olympics.
Business smarts, grit and respect for employees
But this book is more than a paean to the management smarts of the Jagdales. Whisky buffs will find liberal insights into the technology of distilling, and the art of blending and maturing whiskey to hone their appreciation of aroma and taste, which distinguish whiskey connoisseurs from commoners. It is also the story of a young MBA -Ashok Chokalingam- who chooses to apprentice in whiskey distillation and global marketing, instead of joining the IT industry and is a winner.
A “real world”, self financed start-up with a yen for growth with profits
Amrut Distilleries started business in 1948, under NJ Radhakrishna, the founder, to supply pure alcohol to the pharma industry, later diversifying into the lucrative mass market of supplying brandy and rum to the army. In 1972 his son NR Jagdale diversifies backwards into distilling pure alcohol and expands the product base to include Prestige blended malt whiskey and Bejois Brandy from local grapes. The 1991 economic liberalization injects foreign competition -Royal Stag- into the Indian market. It induces Amrut towards global excellence and premium prices overseas, by bearding the English lion in its den. Amrut Fusion is launched in the UK in 2004 targeting the 5000 Indian restaurants- already serving Kingfisher and Cobra. But customers associate premium whiskey with the UK, Ireland, US or Canada not India- better known for Bollywood, Yoga and Indian food. By 2006 finances are strained. Ashok is living out of his car, making grueling 16-hour customer cold-call to avoid paying for overnight hotel stays- with meagre results.
End game: Play to win
It’s decision time. Either quit or change the marketing strategy. The focus on Indian restaurants is abandoned, replaced by directly targeting whiskey buffs and connoisseurs – the influencers, who determine what premium customers buy- through blind whiskey tastings. The response is overwhelming. In 2010 Jim Murray’s Whiskey Bible, an annual ranking of whiskeys, ranks Amrut Fusion at number 3. Global recognition feeds domestic demand. The business is now run by Rakshit Jagdale. Grit, gumption, commitment to standards and faith in employees, made this self-funded startup, socially conscious and globally competitive- much like Narayan Murthy’s Infosys. So, is there something special about Bengaluru entrepreneurs?
First published in the Asian Age on August 24, 2024 asianage.com/books/book-review-the-jagdales-of-bengaluru-1818698
Opinion India 