How A Start-Up From Bangalore Achieved Market Break Through

Litt Mocktails Pvt Ltd is a Bangalore based small scale start-up offering premium cocktail mix. Its director, Mr. Ravi Katwa wanted to introduce an authentic cocktail mix that consumers may use both for mocktails as well as cocktails — like professional bartenders. Their mission was to change the way people consume vodka and gin.

Like any such small business — Litt tried online route through Amazon first and received excellent market response. Encouraged, they planned to expand operation through B2B distribution. They tried local market but were unable to finalize even a single distributor or super stockiest. Its normal for a new product from a not-so-well-known brand to face initial market challenge even though the product may have high potential and appeal for young consumers in metro markets. Distributors usually prefer established branded products that require little marketing.

One day Mr. Ravi Katwa heard about Vanik services from one of his friends. He contacted Vanik support and explained his problem. Experienced distribution trade professionals in Vanik planned a strategy and accordingly used a mix of e-mail campaign and targeted promotion among distribution partners in its database. The result was spectacular — Litt received good response from distributors who understood potential of the product. In no time, a super stockiest was appointed for Bangalore who launched the product in entire Bangalore market. Two more distributors were finalized in quick succession for Mumbai and Delhi markets. Very soon, the newly appointed distributors and super stockists liquidated the entire stock of the company. Today, Litt is planning to introduce new product range and use Vanik service again for product launch. They are quite happy with past success in reaching metro markets and hope to do the same with new product range.