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Sanskar Chourasia
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In 1855 Edward Dyre (father of infamous general Dyre) started a company called Dyre brewery to make Alcohol. Fast forwarding to 1947 a proud Indian man named Narendera nath mohan raised funds, travels to London to buy majority stake in Dyre meakin breweries. Thus entering into a huge market with a handful of manufacturers. In 1954 the son if Narendra mohan launched a legendary rum call "Old Monk" which became so famous that it had a black market. Thus becoming the third largest selling rum of the world with selling over 8.4 million cases a year. And without spending even a rupee on ads. But how? because of it's unbeatable taste. Lack of competition due to import duties. lack of raw material for manufacturing other drinks. It become synonymous with Indian Army and Indian Navy. And thus Old Monk dominated the market for 5 decades. but the downfall happened because of Premium-isation due to increase in per capita and Lack of new products in portfolio. I am back after a long time
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