In the ever-evolving landscape of the liquor industry, where trends ebb and flow, one name stands out as a beacon of innovation and empowerment: Anuradha Balivada. As a visionary entrepreneur, Anuradha has been instrumental in shaping the future of Indian single malts through her journey with the Cheers Group, which she co-founded with her husband, Dr. Mohan Krishna—the world’s first liquor marketing doctorate. Together, they have positioned their brand, Three Monkeys Indian Single Malt whisky, as a symbol of quality and empowerment.
Reflecting on the historical context, Anuradha recognizes the challenges women have faced in both alcohol consumption and career opportunities. She recalls an iconic photograph from the Pre-Prohibition era, featuring ten women protesting against liquor, a stark reminder of how far society has come. Today, women enjoy greater freedom to pursue careers, assert financial independence, and choose their beverages. Anuradha believes that the increasing acceptance and celebration of women’s independence have significantly transformed the alcobev landscape, with bars and pubs now actively welcoming female patrons through events like “Ladies Night” and other inclusive marketing strategies.
As the industry seeks to attract female consumers, marketing strategies have undergone a profound transformation. Anuradha notes that brands have shifted away from objectifying women to aligning themselves with fun, sophistication, and empowerment. With whisky sales on the rise, she emphasizes the necessity of appealing to a broader audience beyond the traditional male consumer base. Her brand, Secret Island Single Malt, has led the charge in integrating women into its marketing efforts, featuring them prominently both in campaigns and behind the scenes, including the introduction of a designer decanter bottle.
The alcobev scene in India is experiencing a remarkable surge of women stepping into prominent roles, effectively breaking gender barriers as brewers, blenders, marketers, and CFOs. Anuradha acknowledges the fresh perspectives and innovative ideas these women bring to the industry, creating a more inclusive and dynamic environment. She is confident that their active participation is crucial for the evolution of the alcobev space in India.
Under Anuradha’s visionary leadership, the Cheers Group has blossomed into an internationally acclaimed beverage alcohol conglomerate, known for its innovative approach. With a portfolio of award-winning brands, the group has made a significant impact both in India and on the global stage. Anuradha’s passion and vision have established the group as a manufacturer and exporter of contemporary beverages that resonate with consumers worldwide.
Her unwavering dedication to the single-malt business fuels her ambition to expand the global reach of her brands. Anuradha is excited about the future, with peated single malts currently maturing in oak barrels, anticipating the delight of whisky enthusiasts in the years to come. Moreover, her commitment to diversification extends to the gin segment, with new offerings on the horizon that promise to push the boundaries of the alcobev industry.
Anuradha Balivada stands as an inspiring figure in the drinks industry, having defied stereotypes and championed women’s empowerment throughout her entrepreneurial journey with the Cheers Group. She has not only carved a niche for herself in the Indian single-malt market but has also advocated for the inclusion of women in the alcobev sector. Her story is a testament to the power of passion and perseverance, encouraging aspiring women to pursue their dreams boldly and to make their mark in traditionally male-dominated industries. As she continues to redefine the future of Indian single malts, Anuradha Balivada’s influence on the drinks industry is not only significant but also transformative.
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