Diageo India: ‘Marketing has to be the engine of growth’

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

The last year has not been easy for India’s liquor brands, according to Sridhar B., Chief Digital Marketing Officer at Diageo India. Various regulations on advertising, a liquor ban, demonetisation and the introduction of a Goods and Services tax...