On Christmas eve, around 2.30 pm, Channegowda was about to make a bold move. “Onedu strong beku (give me a strong beer),” requested the 32-year-old electrician. The retailer stared back. “Are you inspired by Virat Kohli?” he asked, alluding to the huge billboard of the Indian cricket captain that greets consumers at the Sri Kalikamba Wines Store in Baburayanakoppal village, some 130 km from Bengaluru. The hoarding of Royal Challenge sports drinks, endorsed by Kohli, flashes the brand’s signature message: Make a bold move.
“Virat strong beda, bunder strong beku (I don’t need Virat strong. Give me monkey strong),” Channegowda replied, pointing to a bottle. “It’s Boom and has a quirky monkey head,” his friend chipped in, who induced Channegowda into shunning his old beer brand. “Idu tumba tasty mattu strong (This is different, tasty and strong),” he insisted.
Another 40 km from Baburayanakoppal is Kwality Spirits, a wine retail shop that has a singular distinctive identity: A massive advertisement of Knock Out, a beer brand owned by SABMiller. Lokesh, a painter, is enjoying a chilled beer in a steel glass. “Beer mugs are for the cities. Here you get the monkey drink in a glass,” he says, pointing to a bottle of Boom, a strong beer brand he got hooked on to six months ago. “It gives me a kick,” he says.
Denne historien er fra January 31, 2019-utgaven av Forbes India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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Denne historien er fra January 31, 2019-utgaven av Forbes India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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Home-Cooked Meal Is Now Greatly Valued
The pandemic has also brought with it an improved focus on hygiene, use of technology in dining, rise of cloud kitchens and resurgence in popularity of Indian ingredients
Paytm 3.0 - Reaching Near Breakeven In Two Years
As of 2020, Vijay Shekhar Sharma’s super app for financial services had run up losses in thousands of crores. Now, as digital payments gets yet another boost courtesy Covid-19, he’s hopeful of reaching near breakeven in two years
THE PANDEMIC HAS CAUSED WOMEN GREATER LABOUR PAIN
Covid-19 has shown that women are more likely to face the brunt of job losses than men, and find fewer opportunities when they want to resume. That apart, several have to deal with increased hours of unpaid work at home and even domestic abuse
LEADERSHIP WILL BE ABOUT SEEING THE BIGGER PICTURE
Leaders must not only guard their teams first during a crisis, but also deal with stakeholders with respect and dignity. And apart from pursuing business goals, they should remain committed to our planet and the environment
PHILANTHROPY SHOULD BE HUMBLE, BUT NOT MODEST
Apart from building a flexible and resilient framework for the future, philanthropists, civil society and the government must work in tandem so that every rupee is absorbed on the ground
INTEGRATED HEALTH CARE, TECH WILL DISRUPT SECTOR
While clinical research will get a boost, having a skilled workforce and public spending on health care will be challenges in the near term
DIGITALISATION WILL HELP IN VALUE CREATION
As the pandemic brings technology and innovation to the core of business and daily life, the next decade will see about 150 million digital-first families in India
Industry 4.0: Climate Revolution?
Augmenting sustainability alongside digital capabilities is an economic, competitive and global opportunity for India’s businesses, but regulations need to reflect intent
EV Dream Still Miles Away
Electric vehicles have remained a buzzword in India for years. But not much has moved on ground due to high upfront costs, range anxiety and charging infrastructure
Living Waters
A virus has caused us to scramble for oxygen but our chokehold on the environment is slowly strangling the very waters that breathe life into us. The virus is a timely reminder: We are merely consumers, not producers of life’s breath on this planet
