With more than 120 labels in his portfolio, this next-gen entrepreneur is taking the spirits market in India to the next level
SaiCar with Diplomatico Reserva Exclusiva
The ones who appreciate the light, fruity notes blended with spicy aromas of Bushmills Irish Whiskey or the mild burn of Russian Standard Vodka and the chalky firmness of Laurent Perrier, wouldn’t settle for anything else.
Take Pisco for instance—it is the perfect combination of two varieties of carefully selected grapes (quebranta and Italia) to make colourless or yellowish-to-amber coloured brandy that is semi-aromatic with a slight hint of Muscat-produced in winemaking regions of Peru and Chile. These are select brands not easily available across the country, but have been recently brought to the Indian audience, thanks to the efforts of Kunal Patel, CEO, Monika Enterprises.
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Patel says, “Some of these brands are well-known internationally, but have been struggling to make their own identity over here. To give these brands a stage in the Indian market has been quite a task and not to mention that every state has its own rules and regulations for the liquor industry. To navigate [the regulations], proved to be an uphill task. But we’ve managed well so far and look forward to bringing more brands here in the future.”
Kunal Patel
Patel is particularly proud of three brands that he has brought to the country. “First, Reserva De La Familia Extra Anejo. It’s a drink that can give the single malts a run for their money. It is a sipping super-premium tequila with aromas of fresh vanilla-fudge, medium oak and roasted agave that is so well made that I have it in my home bar for celebratory occasions. To mix this drink even with water would be an insult to it, that’s how well made it is. The bottle is handmade, with a wax seal, which looks like a work of art. Second is Diplomatico Reserva Exclusiva. I have tasted several premium rums when I was looking to import one, but I have never had anything like this one before. Having this rum is an experience of its own. It is a sipping rum that is complex and full of character. Think a blend of fruit cake, rum and raisin ice cream, cocoa, and spices like dried ginger, cinnamon and clove. This could be had on a late evening, when sitting back and relaxing.” The third one is La Botija Pisco. It is one of the first Piscos to be imported in India, and was Patel’s firm’s first offering. It has a GI tag of Peru and can be drunk neat or added to cocktails.
The brain behind the brand is, in fact, his father, Bhimji Patel, who has more than four decades of experience in the liquor industry. He noticed the lack of quality in foreign spirits available in India and set out to change that. Following his footsteps, Kunal joined him in 2013, bringing along a whiff of modern ideas. From representing only two international liquor brands—Slingshot, a ready-to-drink spirit-based shots, and Pisco, the Peruvian white brandy—the duo launched the next phase of expansion, now exclusively representing more than 42 brands of some of the best premium liquor across the globe. These include a selection of premium rum, tequila, vodka, single malt, blended whiskey, Irish whiskey, gins, liqueur, wines and champagne. They’ve brought in more than 120 labels of spirits and wine deemed to be the best of the best with most of them appearing in the top five of their respective categories today.
Patel has ensured that the liquor brands added to their portfolio were carefully handpicked to adapt to Indian tastes along with having global appeal. “Keeping the product’s niche was our initial strategy when we entered the industry,” he adds. Their distribution channel includes restaurants, retail shops, and the hospitality industry. “While the hospitality industry and restaurants have taken a hit due to the pandemic, the retail business is booming.”
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