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BANGALORE, March 6

IN a major announcement at an All India Business Associates Meet, Mr Manu Chhabria, Chairman, Shaw Wallace, said the company was on road to becoming India's largest alcoholic beverages company by delivering the best standards of quality and customer satisfaction.

As a step forward to this vision, the company also unveiled a brand new range of products amidst much fanfare. A fresh look for the company's various power brands, namely Antiquity, Royal Challenge, Old Tavern, and Haywards were unveiled at the event. The new packaging has been designed by one of the world's leading design houses Classaenes.

In addition to the revamped look, Shaw Wallace's liquor division also launched a brigade of international brands such as Veba, a ready to drink mix, Vladivar Vodka, Findlaters Scotch, Golden Mist red and port Wines, and Papillon, a range of French red and white wines, as well as sparkling champagnes.

The international brands launched are in association with the UK-based Kyndal. The latter currently enjoys 9 per cent of the world's and 35 per cent share of the UK Scotch market. Joining hands with Kyndal will enable Shaw Wallace to make available a complete brand portfolio to the Indian consumers at competitive prices.

Shaw Wallace has also broken grounds at an international level with its homegrown brands. Speaking to the delegates on the occasion at New Delhi, Mr Chhabria said, "Several of our products are being globally accepted and have found markets in various countries. Labels such as Director's Special and Director's Special Black have entered Singapore, Korea and Mongolia. SWCL whiskies have also made their mark in the US."

In a comprehensive plan to become the industry leader the company is also looking at extending its presence in all the states. Mr Chhabria stated that to be a leader, consolidation of strengths is important. So Shaw Wallace is targeting at having a manufacturing facility in every part of India to make available its products to the consumers at a right price. An investment of Rs 100 crore is to be made in the distilleries of Shaw Wallace in the coming years.

The company sees immense potential in the wine market, thus they are in talks with leading wine manufactures in Australia, California and France for bringing in foreign labels and creating a whole new range of SWC wines. Currently Shaw Wallace's Golconda wines enjoy over 50 per cent market share in the existing low price wine market.

On the beer front, Mr Chahbria said the company's brewery division was in the midst of setting up fresh capacities in different parts of the country. Malabar Breweries at Kochi, with a capacity of 1.5 million cases, will be commissioned in May this year. The Buckingham Brewery, at Jabalpur is undergoing civil work to be ready for manufacturing by February next year.

Construction at three other breweries will start between the year 2003-2004. This include Shaw Wallace Brewery Goa, Sangam Brewery in West Bengal and New India Brewery in Jammu. Shaw Wallace is also looking for breweries in Karnataka, Tamil Nadu, Bihar, Jharkhand, and Punjab. The vision is to increase the volume three-fold in the next three years.

Summing up at the congregation, Mr Manu Chhabria stated, "We offer a complete basket of products comprising rum, vodka, gin, brandy and whiskey in the low end to high end price range. Soon we would also offer an International range of brands comprising Scotch whiskeys, gin, vodka, and ready top drink alcoholic beverages at all price points."

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