Monday, March 18, 2019


Viiking Beverages appoints Viiking Ventures’ group CMO Asrani as CEO
Thursday, 12 July, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
Viiking Beverages, the flagship company of Viiking Ventures, has appointed Manoj Asrani as their new chief executive officer. A seasoned executive with over 17 years of experience, he will be reporting to Sachiin Joshi, the company’s chairman. Along with his new designation and responsibilities with Viiking Beverages, Asrani will continue his duties as chief marketing officer, Viiking Ventures (Group).

In his new role, Asrani will drive the aggressive business plans of Viiking Beverages and has a vision of increasing its markets to North-East India, making the company pan-India. The company will also be implementing software-based selling systems, which have analytical tools to update on daily changing market dynamics.

“My immediate goal is to expand the product portfolio of Viiking Beverages. The year 2017-18 has been phenomenal for the company with a growth rate of 300 per cent and making our presence in over 15 states in India and about seven countries in the world,” he added.

“I have been overseeing the sales and distribution area of Viiking Beverages for the past six months, as I strongly believe that the right distribution network is the key for growth for any beverage company,” Asrani said.

“Our recently-launched Kings Goa Maxx, the strong lager beer has seen a significant growth in its first month of being launched in Delhi by absorbing approximately 10 per cent market share,” he added.

The company has already created a strong foothold in the Southern markets (Kerala, Karnataka, Andhra Pradesh, Telangana and Tamil Nadu), and by launching their rum and brandy brands, they will be able to cater to all section variants in the southern parts of India. Also with their next aim to cater to the North-East India, the company will soon make its presence pan-India.

Commenting on this development, Joshi said, “Asrani has been working with our organisation for the past one year, and I am fully aware of his capabilities to take this company to the next heights.”

“He is a spirited and energetic leader who excels at strategising and mobilising teams to deliver the best business results. From a business perspective, we are looking at expansion and will soon be announcing our initial public offer (IPO), for which I believe Asrani will be the right fit,” he added.

Asrani also intends to increase the production capacity of Goa Kings Beer from the existing two million cases to four million cases annually.

“We have already launched a brewery in Jammu and Kashmir last year, and are looking at launching two more this year. The important aspect here is our consistent quality,” he added.

“Our consumers relate to the high quality products that we deliver and we are constantly working on only improving these standards. We have also streamlined our distributors, both nationally and internationally, which will further help us in our growth,” Asrani said.

“Our next focus market is going to be Africa, and we will be entering the continent with Goa Kings Beer to begin with,” he added.
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