ANURADHA BALIVADA: SHAPING THE FUTURE OF INDIAN SINGLE-MALTS

In the dynamic landscape of the liquor industry, where trends come and go, one name stands out as a trailblazer for both innovation and women empowerment

- Kalyani Merwade

Anuradha Balivada, a visionary entrepreneur, has been shaping the future of Indian single-malts through her journey with the Cheers Group. Alongside her husband, Dr. Mohan Krishna, the world's first liquor marketing Doctorate, Anuradha has established herself as a force to be reckoned with in the alcobev scene. Today, their brand, Three Monkeys Indian Single Malt whisky, is not only synonymous with quality but also represents the spirit of empowerment.

Breaking Stereotypes:

Reflecting on the past, Anuradha acknowledges the struggles women faced when it came to alcohol consumption and career opportunities. She references an iconic photograph from the Pre-Prohibition era, where ten women held a sign protesting against liquor. Fortunately, times have changed, and women now enjoy more freedom to pursue their careers, exercise financial independence, and choose their preferred drinks. Anuradha believes that the acceptance and celebration of women's independence have reshaped the alcobev landscape, with bars and pubs actively embracing their female clientele through events like "Ladies Night" and other inclusive marketing strategies.

Redefining Marketing Strategies: