Sip on luxury

Abhishek Modi,CEO,Modi Illva group,India,who was here for the official launch,explained,”The night club culture is a big thing in India today compared to what it was a decade ago. Drinking is no longer a taboo amongst men as well as women.” The vodka market in India is growing at a phenomenal rate,so what sets his brand apart? “It’s stylish and a luxury product,” comes the answer. And is Pune ready to dish out money to afford that luxury? Modi says,“Yes,certainly. Moreover,it is affordable as it costs about 2.5 times less than the other imported brands.”

In the last few years,the city has seen wine appealing to people’s palate above most other drinks. “See,the market in India is huge and there is space for everyone. Wine is a drink that goes well with meals,but vodka is more for clubs,parties,and social gatherings. Plus,it is an extremely popular ingredient in cocktails.”

Modi,a third generation entrepreneur,is an alumnus of the Harvard Business School. It was his desire to enhance his business exponentially as he could see a drastically changing Indian society with more refined tastes and needs. Talking about his vision of the next five years,he affirms that they will continue to focus on the premium segment of the society and will hopefully expand their business to a $100 million. “In the near future,the market can expect some of the best brands from the Illva Saronno stable that include Disaronno,Tia Maria,Isolabella Sambuca and so on,” he says.

The vodka was launched at Stone Water Grill,Koregaon Park,and it saw the who’s-who of Pune’s party circuit in attendance. Guests started coming in by 9.30 pm,and were treated to delicious appetisers like pizzas,mushrooms on toast,tomato-olive sticks and lots more. The bar generously served Artic vodka – some liked it as a cocktail,some with cranberry juice and some shot it straight up! By around 11 pm,the stage lit up with a fashion show that showcased Mumbai-based designer Nandita Mahtani’s collection. “Our brand is from Italy which is all about fashion and style. Nandita’s classy collection represents our brand perfectly,” Modi said.