He represents the new face of Indian business entrepreneurs. At 27, Puneet Ralhan is at the helm of a vibrant high end liquor distribution house called Agnetta International. As Chief Operating Officer of the India office, he oversees the import and distribution in India of such brands as Cristall Russian Vodkas, made at the oldest vodka distilleries in the world and XXX original Mexican Tequilas. Amitabh Joshi meets with the young business wiz to get a closer look.
The portfolio Puneet Ralhan handles as COO at Agnetta International comprises 6 tequilas, three vodkas and a bouquet of Californian wines. Also in the pipeline is Highland Mist Scotch Whisky from Barton Traders which will compete at the Teache’rs level and a French Cognac.
Puneet is currently hunting for French wines and went to Vinexpo recently to secure some deals. He did his B.sc. hons in hotel and restaurant management from Oxford Brookes University which has its affiliation in India with the International Institute of Management And Technology College (of Radisson Hotels Worldwide).
Puneet worked in London for 5 years, than worked as Ass. F&B manager in Royal Orchid Bangalore after which he joined the famous Tabula Rasa in Delhi as General Manager. Thereon he began his initiation into the big liquor trade taking up as Chief Operating Officer at Agnetta’s India arm.
In Agnetta International, his task is to establish operations in India and to choose the best of products to suit the Indian Market. His partners are based in the US and facilitate purchase and negotiation with existing manufacturers from there.
“Up to now we’ve been focusing on real high end segments but we do intend to go lower down as we develop”, says the young entrepreneur. Agnetta’s operations currently cover nine states in the country with a strong base emerging in Mumbai as well.
Suave and sophisticated and having had a solid background in the hotel industry, Puneet knew only too well that a future for distribution of high end luxury liquor was waiting. Being familiar with the territory has helped him on marketing the brands to select outlets. Coming from a business family (The family has a manufacturing plant which supplies to TVS), he soon threw himself into the trade.
The young sharp mind soon adopted innovative ideas and approaches within the trade. Puneet says there’s great scope in the Indian market for upper end liquor. He wants to introduce to the discerning luxury consumer brands which till a few years ago were only seen in Hollywood movies.
That kind of consumer has the money and taste; it’s only that they’ve never had the choice before. Also, it’s about initiating people into new drinking cultures and blends. “I always had passion for alcohol and new products. I really got fascinated to see bends like XXX Casa Noble and Cristall Vodka and was glad to set up a launch for such products in India.”, he says.
At his age, he already has a real tight schedule. He gets up at 5.30 every morning and spends an hour doing yoga and taking a walk. By 10.30 am he’s on to conference calls with his partners and thereon he travels from Gurgaon to the Delhi office. The rest of the day is basically spent in traveling to various outlets and establishments and he makes regular visits out of state as well.
After getting into the market in operations terms in Jan 2008 he says it was not the best of the time for business, since the economy was looking for cheap end products due to the recession. “But I would say our products which cater to middle to higher segment gave us good and encouraging response, especially Cristall vodka and Casa Noble and XXX Silver and Gold tequilas”.
It’s a top end business. Cristall Signature Series Vodka sells in Delhi for around Rs 3,000 and Agnetta’s vodkas are basically competing with the Belvedere Group. Cristall Signature Series formerly sold in the US and elsewhere as Stolichnaya.
The other vodkas in the basket are Staraya Moskva and Cristall Lemon Twist. Cristall Signature Series Vodka itself is multi-liltered through quartz crystals and carbon granules made from the wood of Russia’s native birch. This unique distillation process has created a unique Russian vodka.
Staraya Moskva is an ultra premium imported Russian vodka. It was awarded recognition by the National Beverage Testing Institute and scored in the same class as Absolute, Stolichnaya, Ketel One and Finlandia.
In another category in the Agnetta stronghold, California wines, which come with a theme of simple and friendly (easy going wines) showed good response in the Indian market, since they were not complex and can be used as aperitif’s and even with meals.
Agnetta has paid royalty for these products for India, especially for XXX Brands, Cristall and the tie-up with Claar Cellars en ices.
“Since we have hospitality knowledge and could do innovative conceptualisation for events in hotels, we have had an edge in breaking into outlets and hotels”, says Puneet. Among the tequilas, XXX Gold (Rs 2,000 plus in Delhi), XXX Repasado & XXX Silver Tequilas are bottled in Mexico. Repasado is 100% blue agaves, aged in oak barrels for 9 months. There are also a class of Premium tequilas in XXX Casa Noble Anejo (Rs 7,000), XXX Casa Noble Repasado (Rs 6,000) & XXX Casa Noble Crystal (Rs. 4,000). Only 2000 bottles of each of these premium brands are sold worldwide every year – such is their exclusive maturation process. The bouquet of wines include Claar Cellars’ My Sweet Merlot, Sangiovese, Cabernet Sauvignon, Claaret and Chardonnay. They are pocket-friendly, selling at between Rs 1,200 to Rs 1,500.
