This is Part 2 of two part episode on Wine Industry in India and Sula's impending IPO. In the previous episode, we discuss about the Business of Wines in India and a brief history about Sula. In this episode, we take a deeper look at the business of Sula Wines based on the IPO prospectus that they filed. Sula is a ~Rs. 450 Crore business with ~Rs. 52 Crore in Profits. It's been built over the last 20+ years by Mr. Rajeev Samant and the stellar team. We discuss how Sula has been able to dominate the market through a mix of great marketing, product and distribution strategy along with retaining key talent with generous compensation. --------------------------------------------------------------------------------- If you like the content we create, I need 30 seconds of your time to help us reach more people. Do one or more of the following, depending on how much you love The Indian Dream. Subscribe on Youtube (Posting 5 Videos every week) Follow us on Instagram (Posting 3 Reels every week) Follow us on Twitter @sahil071 & @sidbetala (Trying to figure out Twitter!) DM us on Whatsapp ------------------------------------------------------ **This episode is brought to you by PushOwl. PushOwl is a web push marketing app built for e-commerce businesses. Trusted by more than 25000 brands across the globe, PushOwl lets you turn one-time store visitors into subscribers, send highly-visible web push notifications, and increase customer retention! ------------------------------------------------------ (01:40) - What will it take to build Sula  (06:28) - Sula's People Strategy and Executive Org Structure (10:51) - Sula's Investments in Property, Plant and Equipment is their Moat (17:35) - Analysis of Sula's Working Capital Cycle (24:51) - Sula's Strategy of moving away from Imports/Distribution of Foreign Brands to focus on building their own domestic brands (29:23) - Sula's Brand Strategy - House of Brands (33:52) - Sula's Distribution Strategy (36:24) - Alternative Marketing, Sula Fest, Wine Tourism (44:13) - Closing Comments on Business of Sula