Heart to Heart
Dear SOM Family,
I am delighted to share that SOM Group had a remarkable first quarter, For Q1 FY25, SDBL reported a total income of Rs. 513.7 crores, marking an impressive growth of 33 percent, as compared to Rs. 386.6 crores in Q1 FY24. This success is a testament to our collective efforts and unwavering commitment to excellence.
The Second quarter is very special for me as we geared up for the much-anticipated launch of Woodpecker in Karnataka. I am filled with pride on the dedication and enthusiasm displayed by each member of our team including Brewery, Marketing, trade marketing, sales, Operations and extended partners for a great and super successful launch of WP.
We are set to revolutionize the Indian beer market with the introduction of India’s First Twist Cap Beer with its “Woodpecker premium Beer” showcasing our innovative approach and commitment to delivering unparalleled quality to our consumers.
Crafted with imported two-row barley & Indian malts and hops sourced from the Rainier region of Germany, the beer stands out as India’s first to incorporate a blend of two malts, setting a new benchmark as India’s first cross-malt beer. Woodpecker beer undergoes a meticulous brewing process of 30 days, with only one batch brewed per month to ensure unmatched consistency and flavor. This dedication to precision makes Woodpecker India’s most consistent, matured, and richly flavored beer.
We had designed a unique marketing campaign which is around “Make Space” in consumers life. The campaign is themed around a lifestyle of celebration, friends, and living in the moment, perfectly suited to today’s experience-driven consumers and will come alive at market place. Woodpecker “Make Space” campaign touches every aspect of young consumers for things which truly matters. You make space for friends, you make space for celebrations, fun and whole lot of great things.
The exceptional performance of Power Cool, surpassing industry benchmarks, speaks volumes about our product quality and customer-centric philosophy. Within a short timeframe of 2-3 years, Power Cool Beer has made significant strides, exceeding an annual consumption of 8 million cases. This affordable favorite, Power Cool, is predominantly enjoyed in South India, Rajasthan, and Central India. Notably, it has achieved remarkable success in Karnataka, where it proudly holds the position as the second most sought-after and highest-selling beer in the area.
Looking ahead, we are excited about our expansion plans across the country and the strategic initiatives we are undertaking for the upcoming fiscal year 2025-26. Together, we are poised to capitalize on new opportunities, drive sustainable growth, and strengthen our position as a market leader in the industry.
I extend my heartfelt appreciation to each member of the SOM family for their dedication, hard work, and passion towards achieving our collective goals. Let us continue to work together, innovate relentlessly, and strive for excellence in all our endeavors.
Warm regards,
J K Arora,
CMD -Som Group of Companies
