Business India ×
  Magazine:
F&B

Published on: Sept. 22, 2023, 1:20 p.m.
‘We are becoming Indian,’ says Olivier Monin
  • Araud and Monin are bullish on Monin’s growth in India

By Suman Tarafdar

Go to just about any bar in India, and your eye would have strayed to the colourful bottles, quite distinct from their alcoholic beverages. Yep, those myriad varieties of Monin syrups, sauces, liqueurs and fruit purees, today are likely to be behind every cocktail/ mocktail that you consume. The French brand, a global leader in its category, is often the secret sauce in even your caffeinated drinks as its coffee-flavouring syrup is even used in Costa Coffee and Starbucks, depending on the market.

The number of flavours is mindboggling, with 120 variants that are part of the global offering, and then some local options. While Vanilla, Pineapple, Apricot, Curacao Blue, etc, are well-established, the French site lists options such as Green Banana, Cotton Candy, Popcorn, Tiramisu and Toffee Nut. Yes, there is even a Chai Tea concentrate!

Monin, present in about 160 countries globally, entered India about a decade-and-a-half, initially through distributorship. It soon realised India’s market potential and established a subsidiary in 2019. In a major statement of confidence in the market, it has now set up its first manufacturing plant in India, just its eighth worldwide. Monin, founded in 1912, has seven production facilities worldwide – two each in France and the US, one each in Russia, Malaysia and China.

“India, over the last few years, has become a top-priority market and this has propelled us to establish a wholly owned subsidiary in India,” says Olivier Monin, president & chairman, Georges Monin SAS. Monin, the third-generation entrepreneur of the family-owned company, who is credited with rescuing it from imminent closure when he took over, expresses optimism that the remarkable growth – which saw a doubling of its turnover last year. While India has about 7 per cent of the brand’s sales, Monin expects it to reach about 20 per cent.

Plant plans

The plant, in Gunthapally village of Sangareddy district near Hyderabad, will come up on 40 acres and have an investment of Rs300 crore. In Phase 1, the 200,000+ sq ft built-up area plant will house the Monin India headquarters, an R&D centre and a production unit. Monin describes it as a process of becoming ‘Indian’, as the company has launched some flavours that are unique to India, such as Spicy Jamun.

  • Monin’s retail format bottles come in a smaller size

    Monin’s retail format bottles come in a smaller size

“We are bullish on manufacturing Indian flavours,” affirms Germain Araud, managing director, Monin India. “They can be first introduced in India before we take them to other Monin entities, thereby providing premium beverage solutions to all our partners worldwide”. He adds that one of the reasons to set-up an R&D and manufacturing base in India is to cater more efficiently with tailor-made preparations. While Delhi has an experience centre for the brand since 2021, Monin has just opened another one in Bengaluru. 

While 90-95 per cent of the Monin’s sales, globally and in India, fall in the B2B space, there are over 2,000 points of retail sales in India for the brand. Currently, Monin is present in almost all major cities – and quite a few smaller ones – in India, with the concentrates imported from its Malaysian plant. While declining to reveal the plant capacity – explaining that concentrate volumes do not compare to other beverages, Monin expects the India plant to easily meet the growing demands of the south Asia market, and expects to produce “10 times more than what we sell today in India”.

Cover Feature

Lalithaa Jewellery's shining moment

With the gold & jewellery industry catching up with the fastest-growing Indian economy, Chennai-based Lalithaa Jewellery looks to cash in on its cost advantage

Focus

Will it be glad season for the hospitality sector?

Feeder cities and spiritual tourism should bolster Indian hospitality sector

Corporate Report

TVS Mobility group hits the top gear

The Madurai-headquartered TVS Mobility Group appears to have hit the right lane for faster growth

Corporate Report

With quality products, Brigade transforms real estate

Brigade emerges as one of the leading, trusted property developers in the country

E-MAGAZINE
Modi 3.0
Economy in election mode
The untold story of the king of gold
FROM THIS ISSUE

Government

Corporate Report

Automobiles

Feature

Corporate Report

Corporate Report

Agriculture

The introduction of black pepper as an inter-crop in the sopari and coconut orchards, has enabled farmers to cultivate crops simultaneously

Skill Development

In 2020-21, the programme reached over 112,482 girls in urban and rural locations across six states in India, including 10,000 across Delhi

Collaboration

The event brought together stakeholders and changemakers to participate in a series of conversations on global trends and recent developments

Healthcare

The programme will focus on educating children on oral health and building awareness around the dangers of tobacco use

Biogas

German BioEnergy enters Indian market

Published on Aug. 17, 2023, 11:54 a.m.

BioEnergy will showcase its innovative biogas technology in India

Mobility

Ather looks to double its market share

Published on Aug. 17, 2023, 11:26 a.m.

Ather aims to produce 20,000 units every month, soon

Green Hydrogen

‘Kerala Hydrogen ecosystem a model for all states’

Published on Aug. 17, 2023, 11:06 a.m.

German Development Agency, GIZ is working on a roadmap for a green hydrogen cluster in Kochi

Renewable Energy

Adani Green eyes 45GW RE

Published on Aug. 17, 2023, 10:45 a.m.

AGEL set to play a big role in India’s carbon neutrality target