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Good 'Monin' India

Staying true to its unique selling proposition of being 100 per cent natural flavoured, Monin, through its products and very distinct promotion and marketing strategy, is stirring up a new flavour of optimism in the beverage segment for Indian hotels and restaurants. Savio Rodrigues takes a look at the company's mantras and fundas

Since its inception in 1912, Monin products have been exclusively devoted to the professionals of the bar trade, restaurants and gourmet retailers. Following its mission 'La Passion de la Qualite' which translates 'Passion for Quality', Monin has become the world leader in the manufacturing and marketing of premium syrups, liqueurs, aperitifs, non-alcoholic cocktails and ice tea concentrates.

It is now acclaimed in over 85 countries worldwide, in Eastern and Western Europe, Russia, China, Japan, Taiwan, Australia, Turkey, Africa and throughout North and South America, and from the past three years it has expanded its market into India. According to Cedric Clovzoav, sales & marketing director, Monin Asia, "India is the emerging market of the future, and a clear indication of this fact is the sudden spurt of international hotels, restaurants and food service chains in the country. Indian entrepreneurs too have realised the potential of the hotel and restaurant sector in the country as is evident from the mushrooming of indigenous food and beverage outlets here. Our foray into India has been fairly recent, three years to be precise and we have managed to create a distinct identity for the products in the hotels and restaurants across the country, with our prime USP - quality."

In 1993 Monin was appointed member of the prestigious International Bartenders' Association (I.B.A.). Monin is the only brand of syrups to appear side by side with world-famous trade names in drinks and beverages.

With over 100 natural flavours, made from selected and purely natural fruits, spices, flowers, nuts and pure beat sugar, Monin provides the elements to serve creative, great tasting offerings for the on-premise operator. Recipes, points of sale merchandising materials and customised drink development are all available to help translate Monin flavours into profitable sales and satisfied guests. Clovzoav opines that though in the Indian market flavouring syrups are widely available, the factor which acts as a deterrent and what gives them the edge over other products, is that most flavouring syrups available in the market are reportedly not 100 per cent natural and contain certain artificial flavouring bases to it. "This however, is where we score high on account of our products being 100 per cent natural flavoured. The price of a premium product such as ours may certainly seem high to an average buyer, but, it is the qualitative and quantitative value of our products that our clients, who prefer to spend more to get more quality, are most willing to spend for a Monin product."