NUMERO UNO

PERNOD RICARD INDIA'S JOURNEY TO THE TOP SHELF

- Chumki Bharadwaj

Spiffily dressed in an indigo blue, waist length Nehru jacket, Jean Touboul, CEO, Pernod Ricard India (PRI) is in high spirits. Justifiably so, since PRI has comfortably secured its position as the country's largest alcohol firm by revenue. Sartorial choices notwithstanding, Touboul seems to have his finger on the pulse when it comes to his brands as well as the evolving domestic market. Chatting amiably about what goes into raising the bar for PRI with each new launch and expression, Spice caught up with the dynamic Chief Executive.

India has had a strong, mutually beneficial relationship with PRI; what is the strategic importance of India for Pernod?

India is a market of immense significance for us. It is already our second-largest market globally in net sales and has long been the leader by volume. However, for us, value holds greater importance than volume. India also offers tremendous growth potential. As the industry leader in this country, we see numerous avenues for expansion, whether through innovation or seizing the right opportunities, which I'm sure we will explore further.

What do you think drives India's strong attraction for PRI products? In terms of preferences and tastes, how have you seen these evolve?