Case Study

A leading Finnish energy drink brand

India Market entry

Client Objectives

Client had no prior experience of India Market
Client wanted an exhaustive search of the Indian market with an aim to identify a potential partner
The mandate also involved extensive study of the Indian Energy Drink market, regulatory environment including FSSAI registration and identification of potential partners
The key criteria was to identify a potential partners with extensive distribution reach and focus on youth (18-35 Age Group)

Methodology

T&A identified potential partners from its existing network of contacts in the Indian food & beverage industry and also from secondary research using proprietary database
Scope involved screening and qualification of distributors/licensees and preparation of a detailed report highlighting strengths and weaknesses of each shortlisted company
T&A performed due diligence on behalf of the client and engaged in one-to-one discussion with the potential partners in order to gauge suitability and interest

Outcome

Initial shortlist of 45 potential partners with prior experience of launch and distribution of premium products in India, experience of manufacturing and import of beverages was prepared
Each of the shortlisted organization was contacted individually to discuss clientproposition
After evtensive follow, meetings held with key decision makers in 3 companies
Client selected company based out of Pune, Maharashtra and after a span of 12 months, the energy drinks was formally launched in March 2017