Britain based Cocktail HappyDown to enter into Indian market

UK based cocktail startup HappyDown is planning to enter India by June this year with the target of about US dollar 2 million to be used for the launch and expansion of its beverages.

Tipple Brands Ltd, which owns the brand HappyDown, was launched in the UK last year.

The brand, which is focused on craft alcohol, is looking to tap all the major metros of India and will be targeting the millennial.

Tipple Brands co-founder Paritosh Bhandari said, "Indian consumers are experimental and there are different set of consumers who don't mind paying a premium for any good product. The mindset is we will consume less but will consume better."

The brand launch is aimed to compete with the craft brewers like Bira 91 and White Rhino in India and is in talks with distributors. It is also assessing the market to decide whether to get into home production or import from the UK.

"The five-year plan is to make HappyDown a global craft alcohol brand as the next target would be countries like the US, China and Germany. The funds raised will be used for the launch and distribution of the brand in India and we have been in talks with various investors for further investment," Bhandari said.

Craft beer industry has seen a huge traction in the last few years led by youngsters in urban areas with about 100 brewpubs opening in major metros across India.