In a realignment of key portfolios at Shaw Wallace, Deepak Chaudhuri, Joint President, Shaw Wallace, has been entrusted with the responsibility of entire marketing department with immediate effect. Effective April 1, 2005, Chaudhuri will be designated as President, Liquor Division succeeding A K M A Shamsuddin who will be retiring that day.
In April last, Chaudhuri was inducted as joint president responsible for a set of brands which included Director's Special Whisky, economy whisky brands including Haywards, Vodkas namely White Mischief, Vladivar and Absolut, Black Mischief Rum and international brands.
Making an announcement in this regard, Prakash Nanani, COO, Jumbo Group, Indian businesses, said, "We are highly encouraged by Deepak's value addition in the liquor business over the last 10 months. His portfolio of brands has turned in one of the best performances ever. We believe Deepak's taking over the entire liquor marketing will ensure smooth transition and help capitalise on new market opportunities."
As against the industry growth of 7-8 per cent, Shaw Wallace liquor business has obtained 16 per cent growth in sales volumes in the first nine months of the current financial year. Shaw Wallace has posted sales of 12.08 million cases in the first nine months against the sales of 10.4 million cases in the corresponding period last year. The mainline brands have grown by a healthy 24 per cent in the same period.
Director's Special Whisky, Shaw Wallace's flagship in the prestige whisky market, is expected to touch four million case mark this year making it the second largest selling whisky in the country after Bagpiper of the UB Group.
Chaudhuri is credited with spearheading Shaw Wallace's re-entry in the rum segment Black Mischief Rum was launched cashing on the powerful equity of the "Mischief' umbrella brand. An aggressive marketing push has helped the brand garner a share ranging between 5-15 per cent in the rum segment in various markets of the country.
During the current financial year, Shaw Wallace has broken fresh ground in the fast growing segments such as white spirits. White Mischief has emerged as the fastest growing and the highest selling vodka brand. The brand accounts for about 35 per cent of the vodka market in India and has had an impressive growth of 83 per cent in the current financial year.