‘Adapt & Survive’ series: Gautom Menon, Founder & CEO, Wild Tiger Beverages

By Andrew Pentol |

ADAPT-AND-SURVIVE-Gautom-Menon-460x306Premium Indian drinks company Wild Tiger Beverages is to ‘spread its bets’ as it looks to recover from the coronavirus (Covid-19) pandemic.

In conversation with TRBusiness during the last edition of our Adapt & Survive Skype video series, Gautom Menon, Founder and CEO, Wild Tiger Beverages, says the India-based company is looking to diversify as much as possible.

Menon, who was speaking from his home in Coimbatore (Tamil Nadu) said: “From a business perspective, we are going to focus quite a lot on the duty paid market and the armed forces. With our brand attributes, the latter is a very interesting market, which we can tap into.”

He added: “We are also tweaking our labels to be multi-lingual and introducing an element of augmented reality. This is because in the future, consumers must be given something that is clear and concise so they can make quick decisions.”

As many of our readers will know, Menon and the company’s Creative Art Director, Paul George Vendanayagam completed a 65-day Roar Trip spanning 28,000 km and 25 countries last year in Cannes.


The pair travelled in an Indian vehicle (Tata Hexa) to spread awareness, motivate action and raise funds for tiger conservation in Southern India.

Asked how it feels to be in one place for such a long time, Menon commented: “I do feel like a caged jungle cat, but the truth is that I am doing quite alright.

“The 65-day Roar Trip does, however, spring to memory quite often. It feels pretty weird being unable to travel. As you know, all of us in our industry travel an awful lot.”

Assessing the current and future impact of the pandemic on overall business he remarked: “As you know, we had this craft gin called Gindia, which was ready to launch. We had a lot of pre-orders and confirmed listings. All of them have now been cancelled or deferred.

“We also invested to participate in many of the trade shows worldwide and a lot of deposits were placed.”


He concluded: “Over 70% of our business is duty free and that industry has effectively come to a standstill. The situation is super challenging and we hope operators and buyers will embrace small and innovative suppliers once this is all over.”

Adapt and Survive asks members of the travel retail industry community, often working from home, for their candid commentary on the constantly evolving Covid-19 pandemic.

The video series is a direct response to the industry’s critical need for direct, factual and analytical commentary and – in typical TRBusiness fashion – interprets clearly and concisely the challenges faced by travel retail during Covid-19.

To register your interest in the Adapt and Survive series, please contact one of the editorial team at the following addresses: [email protected][email protected][email protected].



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