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Home > City Resources > Advertising & Marketing > A Learned Liquor Man

Mr. DaruwallahDr. Mohan Krishna is the first Indian to receive a Doctorate in the subject of liquor marketing. He earned his Ph. D from the Osmania University for his thesis titled "Strategies for Marketing New Liquor Brands in India". His study included a sample size of 500 liquor vendors and 5000 liquor consumers, spread across the country. So how does he see the liquor market in India? "India is a trillion dollar economy- the world's fifth largest. However the liquor trade in India is vague, unique, complex and highly restrictive, unlike any other FMCG (Fast Moving consumer goods) trade. It is a lose federation of over 30 different markets, where each state and union territiry has its own set of bizarre rules."

With an experience of 18 years in the field of liquor marketing, he is today the General Manager of the brewery division of the GMR Vasavi Group, a company with an asset base of Rs 2000 crore and a presence in several areas including information technology.
- Divya Unnikrishnan

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