Financial Daily from THE HINDU group of publications
Wednesday, Dec 17, 2003
Financial Daily from THE HINDU group of publications Wednesday, Dec 17, 2003 |
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Marketing
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Trends Corporate - Performance Shaw Wallace back on growth curve Boby Kurian
Bangalore , Dec 16 SHAW Wallace & Co Ltd, the second largest Indian Made Foreign Liquor (IMFL) company, stated its spirits sales were up 15 per cent in 2003-04. This marks the company's return to the growth trajectory after it suffered a 9-per-cent drop in sales in the previous year. A top company official said the company's IMFL division saw average monthly sales of 11.5 lakh cases during the year. "We are growing at 15 per cent in the current year which is double the industry growth," the official claimed. This should take the company's IMFL sales to nearly 14 million cases in 2003-04, up from 12.7 million cases in the previous year. The slide last year saw the company's share fall below 15 per cent in the IMFL market pegged at over 85 million cases annually. The company said its iconic premium whisky brand Royal Challenge could end the year with one million cases sales for the first time. "We are going for it," the official added. The brand, which accounts for over 60 per cent of the premium IMFL whisky consumption, clocked sales of over 8.5 lakh cases in the previous year. The company has marshalled sizable resources for the advertising and marketing expenses of the brand hoping to earn the `millionaire' tag. It must be mentioned that Royal Challenge along with Director's Special is crucial to Shaw Wallace's IMFL business in terms of profit generation and distribution clout. However, it is not exactly clear to what extent the current growth is driven by the frontline brands, especially since the company has been actively pushing volumes in the cheap to medium priced segment through franchised brands.
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