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“We are set to unveil state-of-the-art factory by early 2026”
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Monday, 29 July, 2024, 08 : 00 AM [IST]
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 Monin India is home to artisanal syrups, gourmet sauces, fruit mixes, convenient frappe powders and crushes. The company has a wide network comprising over 150+ distribution partners and 200 sub-distributors spanning the country. Germain Araud, managing director, Monin India Pvt. Ltd, shares the company’s robust growth plan with studio to open in Mumbai and opening Monin India headquarters, featuring an advanced R&D centre and modern production unit, in an email interaction with Harcha Bhaskar. Excerpts:
Tell us briefly about your company?
Since selling our first container of syrups to the Indian market in 1999, we have been an active participant in the Indian market. Initially operating through importers, the company transitioned to establish a direct presence in India in 2019. With a focus on efficiency and quality, we ensure nationwide delivery and rigorous quality control measures. Bolstered by seasoned professionals in sales, marketing, research & development and supply chain management, our company boasts a robust network comprising over 150+ distribution partners and 200 sub-distributors spanning the country. Demonstrating a commitment to innovation, we inaugurated an R&D laboratory at our Hyderabad headquarters, dedicated to developing new products tailored to the Indian palate. In a bid to enhance client experience, we have expanded presence with studios in New Delhi and Bangalore, with plans underway for a Mumbai studio.
Embracing the 'Make in India' initiative, we are set to unveil a state-of-the-art factory near Hyderabad, Telangana, by early 2026, signaling a significant stride towards localised production and sustainability initiatives.
Tell us about your manufacturing facility.
We are establishing a manufacturing facility spanning over 200,000 sq. ft on a 40 acre plot of land near Hyderabad. This site will serve as our headquarters, featuring an advanced R&D centre and modern production unit. With an investment exceeding Rs 350 crore in Telangana, this initiative reflects our commitment to India's dynamic market and economic development.
Scheduled to commence operations by early 2026, the Hyderabad facility aims to create more than 100 direct and indirect job opportunities in its initial phase. Located strategically to cater to both Indian and South Asian markets, it supports our global expansion strategy and supplements seven existing production facilities worldwide. In line with sustainability objectives, the facility will operate as a zero-waste plant, targeting 95% local sourcing within five years to enhance efficiency and minimise environmental impact.
What are the various products in your portfolio?
We offer an extensive portfolio of premium syrups and beverage solutions, boasting over 200 distinct flavours globally. Specifically crafted for the Indian market, we currently provide more than 80+ variants across five product categories: syrups, frappes, sauces, crushes, and fruit mixes. Our offerings are meticulously designed to elevate the beverage experience in HoReCa establishments, including bars, restaurants, coffee shops, and various culinary settings, as well as retail environments.
Continuously innovating, we are constantly expanding our portfolio to optimise our offerings for the Indian market. We urge our customers to look forward to new flavours and products launching this year, as we remain dedicated to delivering excellence in beverage solutions.
How is your product different from competitors?
We lead the beverage industry with a focus on quality, innovation, and community engagement. Currently offering over 80+ variants tailored to the Indian palate, we blend global flavours with local preferences, and this sets us apart as leaders in flavour innovation in the market.
With a heritage spanning three generations, we maintain strict standards across its product line, ensuring reliable quality that customers trust. This reliability contrasts with competitors who struggle to maintain consistency. In addition to product excellence, we actively support the community through initiatives like the Monin Cup, Monin Creativity Cup, and masterclasses. These programmes foster creativity among young bartenders & baristas, and strengthen brand loyalty. With over a century of history, we are globally recognised and preferred by major chains like Tim Hortons, Pret, Costa Coffee, Dunkin' Donuts & McDonald's, underscoring reputation for reliability and excellence in beverage solutions.
Which of the cocktail ingredients is in demand?
Current trends in cocktail ingredients reflect a significant demand for organic mixers and regionally inspired flavours like Jamun or Kokum. There's also a growing preference for innovative garnishes that enhance both aroma and flavour experiences, exemplified by the rise of clarified drinks. This sensory approach enhances the overall drinking experience.
Furthermore, Indian consumers are increasingly favouring cocktails made with natural ingredients, such as house-made syrups, shrubs, and bitters sourced from high-quality ingredients. Additionally, there's a rising interest in health-boosting cocktail components like herbs and botanicals. Ingredients like ginger, turmeric, and black pepper are particularly popular for their health benefits, appealing to consumers looking for both enjoyment and functional value in their drinks.
A notable trend in the cocktail scene is the rise of no/low cocktails, responding to the demand for non-alcoholic or low-alcohol options. This trend caters to consumers seeking healthier alternatives and aligns with the broader shift towards conscious consumption and experiential dining in cocktail culture.
What are the new products you are going to launch?
We are poised to introduce an exciting lineup of new products in the coming months, drawing inspiration from regional beverage trends. Following the success of Spiced Jamun introduced last year, we are eager to introduce more flavours that capture the essence of regional tastes.
Furthermore, as part of our CSR initiatives, we are committed to providing healthier options to consumers. This commitment is reflected in our Pure range of syrups, which are 100% sugar-free, and our concentrates that align with current health trends. Stay tuned for more updates!
What are your expansion, acquisition and collaboration plans?
Our current strategic initiatives highlight significant developments aimed at expanding our market footprint and operational capabilities. Our upcoming expansions in Mumbai and Hyderabad are integral to our strategic growth initiatives. In Mumbai, our third studio in India aims to bolster our creative capabilities and enhance our presence in a key metropolitan hub known for its vibrant cultural scene. This studio will serve as a hub for design, development of beverage creations and collaboration with professionals and young talents from hospitality, bar & barista schools, enabling us to further elevate our offerings and engage with local talent and partners.
Meanwhile, our expansion in Hyderabad with the new manufacturing facility represents a significant milestone in our commitment to scaling operations and meeting the growing demand in India and neighbouring regions. This facility will strengthen our supply chain efficiencies, allowing us to deliver our products more effectively to our customers across South Asia.
In addition to these physical expansions, we are actively advancing our offerings in the coffee and culinary categories through targeted development initiatives. These efforts are aimed at introducing new and innovative products that resonate with consumer preferences and reinforce our competitive position in these dynamic markets.
How much is the beverage industry in India? At what rate it is growing?
The beverage industry in India is experiencing significant growth across various segments. While specific data on the syrup market remains niche and precise figures are not readily available, broader trends indicate robust expansion in both non-alcoholic and alcoholic beverage sectors.
Which are the countries you export various products to?
Expanding our operations in India, particularly through our Hyderabad facility, is a strategic move to strengthen our regional presence and capitalise on emerging opportunities in neighbouring Asian markets. This initiative allows us to efficiently serve countries such as Sri Lanka, Nepal, Bangladesh, and the Maldives, leveraging logistical efficiencies and enhancing our market penetration in these regions.
Moreover, the new manufacturing plant will support customisation and innovation in our product offerings, tailored for both strategic partners and export markets. This capability enables us to align our solutions with the specific demands and preferences of diverse markets. Our focus on these regions is aligned with their economic growth, urbanisation trends, and evolving consumer preferences for premium beverage solutions. By establishing a robust operational hub in Hyderabad, we aim to optimise production, distribution, and logistics, ensuring timely delivery and exceptional service to our customers across these adjacent markets.
Tell us about the Monin Cup competition?
The Monin Cup Competition is a prestigious global event that invites young bartenders aged between 18 and 27 years from around the world to showcase their mixology skills using our products. In 2024, bartenders from India will compete in the Indian Heat starting July 30th, with the chance to qualify for the Monin Cup Grand Finale held at our headquarters in Bourges, France, in December. The theme for the 2024 competition is 'Low is More', encouraging participants to craft innovative cocktails inspired by the current trend towards low and no alcohol beverages.
Participants are challenged to leverage our extensive range of syrups, fruit mixes, purees, crushes, sauces, and frappe powders to create flavourful and distinctive drinks. Beyond the competitive aspect, the Cup offers invaluable opportunities for mentorship from our expert team and esteemed jury panel composed of industry-leading mixologists. This platform not only celebrates creativity and skill but also fosters professional development and exposure within the global bartending community.
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