"ENTREPRENEURSHIP COMES NATURALLY TO ME"

Ardent Alcobev, a premium liquor brand, has partnered with former England cricketer and captain KEVIN PIETERSEN, who plays a key role in promoting its offerings. Pietersen talks to ASHISH SINHA in an exclusive chat. Excerpts

- ASHISH SINHA

How does Kevin Pietersen's involvement as a strategic partner benefit Dram Bell, and what role does he play in shaping the brand's image and growth in India?

I have a very strong connection with India — not just while playing the sport but also in terms of the invaluable relationships that I built here over the years. Entrepreneurship also comes naturally to me, and I want to combine these passions and create a successful business in this country, leveraging the immense potential the Indian market offers, and subsequently expand globally using my relationships elsewhere. My fans in India are incredible, and I do hope to actively engage with them and leverage this popularity to grow the brand. But all of this is not possible on my own. Therefore, I have partnered with vastly experienced people in India who deeply understand the business landscape and consistently do the right things to help it grow.

Dram Bell has sold 60,000 bottles in 60 days since launch. What has been your customer acquisition strategy?