Known for his big bang launches and mega acquisitions, Vijay Mallya these days is busy planning an interesting foray — into country liquor. The baron, still busy with consolidation of his businesses after his high-profile takeover of Shaw Wallace has apparently seen a big opportunity in the rather unorganised business of country liquor, valued at Rs 20,000 crore per annum, twice the size of the Indian IMFL market. The tycoon has chosen Maharashtra for his expansion plan. His distilleries there have already secured country liquor licenses from the state government. Mallya sees good growth possibilities in the sector following the state government’s clamp-down on illicit liquor. A buoyant Mallya expects to capture 10 per cent of the country liquor market in the state in the first year itself. He is also eyeing Uttar Pradesh as another exciting market for country liquor. Whispers suggest that Shaw Wallace itself was planning to enter the country liquor market, advised by McKinsey, before Mallya’s buyout. Now with Shaw Wallace in the kitty, the tycoon is taking a cue. The only organised competition that Mallya might face in this area will be from Radico Khaitan, the makers of 8PM Whisky, which is already into the country business in a big way. Bound tight B.K. Parekh, the undisputed adhesive king in the country, has just taken his Rs 400 crore flagship Fevicol brand to Egypt. he hopes this will add glitter to Pidilite’s topline. At home, Parekh claims to have an enviable 70 per cent share in the branded adhesive market. The brand’s catchlines, brilliant as they are, reflect Parekh’s market savviness. Knowing that his success is partly built on his advertising strategy, he is now planning to try and create market-specific advertisements. After his entry into Pyramid country, the tycoon is gearing up to launch the brand in Pakistan, Indonesia and Myanmar. dilipcherian@hotmail.com
