Simbhaoli Sugars: tapping new opportunities

Simbhaoli Sugars Ltd (SSL) is one of the oldest and most prosperous Indian sugar, power and alcohol business companies. In the 75 years of its existence the company has now woken up to the commercial potential and has emerged from a single sugar unit into multi-location sugar units and distilleries groups. The distilleries produce rectified Spirit, ENA, etc. 

Excerpts: Simbhaoli Sugar’s Distillery is one of the largest producers of ethanol in Northern India catering to the requirements of ethanol doping in petrol by Oil marketing companies like Indian Oil, Bharat Petroleum and Hindustan Petroleum. This year Simbhaoli Sugar plant is celebrating its 75th year of commercial operation. The plant was started on January 25th, 1933 with a moderate capacity of 400TCD. They are organised in the core areas of branded consumer goods like “Trust” sugar and are one of India’s leading producers of high quality refined sugar, alcohol, ethanol, co generated power and biomanure. The Distillery is mainly based on Molasses, a liquid by product of sugar production, which is used for the production of alcohol and ethanol. So the Simbhaoli facility houses a distillery with a capacity of 90 kilolitres per day (KDL), is capable of producing upto 60 (KDL) of ethanol, 25 Kilo potable liquor and 20 (KDL) of extra neutral alcohol (ENA). In addition, 30MT per day of carbon dioxide is also recovered and sold, providing additional revenues. The technologically advanced ethanol plant is fully automated and employs the new generation molecular de- hydration sieve technology. ENA is used for manufacturing high quality potable liquor, including whisky, rum, and gin. Simbhaoli Rum was the first brand launched by the company and was specially developed for the troops and is still very popular. Hunter Simbhaoli XXX rum, Seven Knights Whisky Seven Knights Lemon flavour Dry Gin, Gorky Premium Vodka and Ice Blue Tango are the few brands which Simbhaoli Sugars already has in its basket, but it is aiming to develop more brands later this year.

Kingfisher Blue when you are red hot

While Dhoni and his blue brigade are hogging the sports limelight, the UB Group is ushering in a new brand Kingfisher Blue for the sporty type always looking for a piece of the action. Vincent Fernandes catches up with Shekhar Ramamurthy, Deputy President of UB Group at INDSPIRIT 2008 for his take on the company’s new offerings.

Excerpts: When Pepsi unleashed its Dil Maange More campaign, it unleashed a wave of emotions in young Indians. The growing prosperity of the country has fuelled their aspirations higher and higher. Kingfisher, India’s largest selling beer has now got into the thick of action. Kingfisher, India’s largest selling beer, is looking to bring a new zing to the beer industry with its zesty offering for the young & sporty types. Says Shekhar Ramamurthy this brand is in the premium beer space, as it is a premium beer. The positioning has been chosen because it is important to listen to consumers, gauge their changing tastes. As market leaders it is our responsibility to meet the consumers and thrill the adventurous young and those who want more from life.

Diageo India to launch three International Wines at the start of 2009

Diageo, the largest global spirits major has a strong hold in wine business as well. Though, it´s just recently that Diageo India has started focusing more on its wine portfolio, the Marketing Manager, APAC, Diageo Wine, Olivier Gailly’s visit to India indicates the company’s determination towards building up its wine portfolio. He reveals his plans to Rojita Tiwari.

Excerpts: Besides its domestic wine brand Nilaya, Diageo India Ltd. also markets its international wine brands like Blossom Hill, Piat D’Or and Thomas Barton in India. However, just 4 months back Olivier Gailly got India in his forte and decided to pay a visit to the country. “I have been in-charge of the APAC region for the past 5 years and the purpose of this trip to India is to promote and study the Diageo Wine Portfolio. I also need to understand the market, meet the new Diageo team, and design a strategy for wine commercial marketing”, he said. Though our international wine brands are available in the Indian market, we have not done much advertising because we are still progressing on trade.

Diageo Wines will leverage their brand reputation and market distribution to promote the wines portfolio. New brands will be imported into the country, as the Indian wine segment is growing at a very fast pace. Some of them which are already available are Barton & Guestier and Thomas Barton Wine brands which will be launched early next year: - San Telmo (Argentina), Beaulieu Vineyards and Sterling Vineyards (California) and Homage (Australia). This is a new Diageo wine brand that started production this year, in partnership with an Australian wine grower.

Seal it with a Guala

With a plethora of brands invading the Indian IMFL market, it is happy days for Guala. Dr. Antonio Dal Negro was glowing at INDSPIRIT 08. In an interview with Vincent Fernandes, he outlines his company’s success story.

Excerpts: With the Indian IMFL industry showing growth of 10 to 12 per cent and the Indian wine industry growing at around 30 per cent the caps and closures industry should be seeing good times. Global demand for caps and closures is also expected to grow 4.7 per cent annually through 2011. This growth will be particularly strong in emerging markets especially China and India. Trends also suggest that plastic closures will continue to supplant metal and cork in the $25.2 billion cap and closure industry.

For the Italy-based Guala Closures Group this is good news. For us business has been good, says Dr. Antonio Dal Negro, Managing Director, Guala Closures India, Pvt. Ltd. Riding on a growth rate of 25-30 per cent, the company has a turnover of Rs.190 crores which is likely to rise to 230 crores. The closures division turnover is Rs. 160 crores and the rest is attributed to its PET division.

Lifestyle Drinks to Stir Indian Market

India is the World leader in Whisky, Brandy and Rum categories and growing fast in the White Spirits segment says Dr. Mohan Krishna in his presentation made at the INDSPIRIT 2008 conference.

Excerpts: Beverage alcohol business today is increasingly a business of entertainment in liquid form, as opposed to one of either celluloid or digital content. This metaphor is especially applicable to the growing white spirit segment and the ready-to-drink alcopops. Stimulating beverage alcohol meant for physical consumption is the new mantra! Any wine taster knows that a great tasting wine provides a great deal of enriching entertainment. Each sip tells a story, from the beginning aromas and physical appearance to the lingering and haunting (haunting in a good way, of course) finish. While a readyto- drink beverage alcohol might not be strictly comparable to fine wine, the fact is, ready-to-drinks (RTD’s) are designed to tell a story of a consumer and his or her beverage. Like wine, the relationship between the beverage and the consumer is more interactive than it is with a visual entertainment. Market research places alcohol in the same bracket as chocolate and cigarettes, all of which “seem relatively recession-prof”. Sales continue to remain strong and steady, following a historic performance from these sectors during times of economic recession. First interaction is a visual one in that the consumer sees the packaging before drinking the beverage. The packaging of most RTD’s worldwide today is designed to tell the would-be consumer something about the drink it contains but also something about the person about to drink it. Increasingly, RTD’s are designed to appeal the youth.

Moroccan Experience at ‘FEZ’

As far as cuisine of a region goes, Moroccan is one of the most diverse due to the cultural interaction of Morocco with the outside world.

Excerpts: Today it is a medley of influences from Arab, Berner, Moorish, Middle Eastern, African, Jewish and the Mediterranean world, giving it a rich diversity of flavours and textures; spices and meats; vegetables and sweets all culminating into a dining table groaning under its versatility. A remarkably significant influence is in the dishes where meats are cooked with fruits using apricots, dates and quince with lamb or chicken. Even Spanish influence has come through Morisco, or the Muslim refugees. Traditional recipes of Baghdad can be found in Moroccan kitchens today, a bit tweaked and adapted but still clearly influenced.

Fez is one of the oldest and largest medieval cities of Morocco, unchanged and yet alive, it was founded in 789. The city suffered hardships through chapters of history but retained its identity of culture, art and cuisine. Paula Wolfert is a specialist of Moroccan cuisine and has authored renowned book on the subject. She says, ‘four things are necessary before a nation can develop a great cuisine. The first is an abundance of fine ingredients, a rich land. The second is a variety of cultural influences: history of nation including its domination by foreign powers, culinary secrets from its imperialist adventures. Third is a great civilization; great food and great civilization go together hand in hand. Last the existence of a refined palace life; without royal kitchens, without a Versailles or a Forbidden City in Peking the imaginations of a nation’s cooks will not be challenged. Morocco fortunately is blessed with all four.’ The city of Fez with its kitchens played an important role in cuisine of Morocco.

• INDSPIRIT 2008, Mumbai, India ( The full report is available online too at www.indspirit.in )

• Brau Beviale 2008, Germany

• MEDFA – Middle East Durt Free Conference 2008, Abu Dhabi

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