Monday, 25 January 2010

The jewel in the crown

Famous British brands such as Jaguar, Land Rover and Whyte and Mackay have been acquired by Indians in recent years. The idea is to use these established, quality brands to tap into India's large and rapidly growing middle class - reckoned to run into the hundreds of millions.

And there are signs that the strategy might prove very successful. Whyte and Mackay's whisky brands, which include Dalmore and Jura, have apparently gained an impressive 13% share of the Indian single malt market in the mere five months since launch.

So it may not be too surprising to learn that the Indian market was a decisive factor in Kraft's purchase of Cadbury's.

Cadbury's brands and distribution are strong in India, and are targeted at this same attractive middle class whose consumption of branded processed food of all sorts is expected to rocket. Kraft wanted to build on Cadbury's platform and was willing to pay handsomely for it.

So the post-Empire strikes back - again. Funnily enough, a descendant of Cadbury's founder was reported as having described the company as a 'jewel in the crown' - just the phrase used to describe the Indian Raj's splendid setting amongst Great Britain's overseas possessions.

5 comments:

worm said...

Where will it end? Next thing these indians will be wanting to buy up all our traditionally british tea.

Gaw said...

Did you know tea drinking was introduced to India by the British? I predict Kraft ready-meal Chicken Tikka Massala will now take the country by storm.

malty said...

The Indian sub continent is more than welcome to W&Mc's hooch, any attempt to buy McCallan or Bruichladdich however will meet with armed resistance, I personally will fight them on the beaches and turn the Pass of Killiecrankie into the Khyber Pass.

How are they going to stop the chocolate melting, pickle in in whiskey perhaps?

If they intend buying the Freelander in quantity they had better set up lots of car repair shops.

Gadjo Dilo said...

Darjeeling is surely the perfect Anglo-Indian experience: the finest tea plants like neat privet hedges for as far as you can see and a miniture steam railway. The finest Indian-Anglo experience is probably Tendulakar and co. trashing us in 90+ temperatures at Calcutta's Eden Gardens.

Gaw said...

I've been to a tea plantation and hill station in Sri Lanka and was bowled over: the most delicately delicious tea and an unexpected but superb chocolate cake.

We do secretly like being thrashed by India I think!