Ajay Nayyar (COO, Tulleeho India) on Luxury Spirits, Bar Trends & Storytelling
- Ajay’s early dream of becoming a chef and fascination with the hotel world
- Transition from culinary arts to spirits via exposure to hotel bars and luxury spirits
Podcast
Overview
Whiskey lovers and aficionados, this episode of The Brand Called You is a treat you can’t miss! Ajay Nayyar, COO of Tulleeho India and former Diageo luxury brand ambassador, joins Ashutosh Garg for an engaging conversation on the evolving whiskey landscape in India. From personal journeys to luxury experiences, women in whiskey, and industry innovations—here’s a detailed breakdown, timestamped by key questions for an easy read.
00:01:00-What sparked Ajay Nayyar’s passion for spirits and hospitality?
- Ajay’s early dream of becoming a chef and fascination with the hotel world
- Transition from culinary arts to spirits via exposure to hotel bars and luxury spirits
- Early work with top Indian hotels and moving into drink education
00:02:30-How did working with Diageo shape his understanding of luxury in beverages?
- Joining Diageo during their pivotal expansion in India
- Building luxury portfolios in the Indian market (notably Johnny Walker)
- Growth in consumer aspirations and shift to premium whiskey choices
00:04:22-What defines a luxury whiskey experience for modern Indian consumers?
- Shift from expensive bottles to immersive, experiential whiskey events
- Brand collaborations with local artists and cultural influencers
- Rise of storytelling and digital art in luxury packaging
00:05:35-How has India’s perception of whiskey evolved—why are malts so popular now?
- Movement from quantity to quality and curated collections
- Indian single malts gaining world-class recognition, sometimes outselling imported brands
- Aspirational lifestyle reflecting in younger, experimental consumers across genders
00:07:45-What makes the Indian whiskey consumer unique, especially as more women embrace whiskey?
- Women as the fastest-growing segment in whiskey
- Brand efforts to make whiskey marketing gender-inclusive
- Rise of female whiskey experts, clubs, and mentorship programs in India
00:10:09-How important is storytelling in whiskey branding? Any standout examples?
- Storytelling as a key emotional connector for whiskey lovers
- Examples: Glenmorangie’s partnerships, tales of distilleries like Aberlour and Dalwhinnie
- Whiskey’s transformation from generic spirits to rich cultural icons through narrative
00:13:16-What role do tastings and masterclasses play in creating a premium whiskey experience?
- Restrictions on alcohol advertising in India; tastings as key marketing platforms
- Sensory education: understanding flavors, aromas, and tasting rituals
- Brand loyalty cultivated via guided experiences and palate training
RESOURCES:
Learn more about Ajay Nayyar: Linkedin
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Profile
- Ajay’s early dream of becoming a chef and fascination with the hotel world
- Transition from culinary arts to spirits via exposure to hotel bars and luxury spirits
- Early work with top Indian hotels and moving into drink education
