In the dynamic world of e-commerce, Smokey Cocktail shines by transforming ordinary glassware into extraordinary experiences. Founded by an innovative entrepreneur and NIFT Delhi graduate – Sourabh Bajaj, this brand has quickly established itself as an industry leader, seamlessly blending creativity and elegance in every piece.
Smokey Cocktail is more than a brand; it’s a story of resilience and ingenuity. Amid global challenges, it has not only endured but flourished, turning obstacles into opportunities. Each product reflects a commitment to luxury and craftsmanship, elevating the simple act of drinking into a sophisticated ritual.
In this exclusive interview with Raamesh Chandra, we uncover the inspiration, challenges, and triumphs that define Smokey Cocktail. From its roots in party culture to its ambitious plans for the future, discover how this brand is redefining the art of drinking.
Raamesh Chandra: To start the interview, can you give us your background and the vision behind Smokey Cocktail?
Sourabh Bajaj: I have a background in fashion design from NIFT Delhi and previously ran a successful ladies’ fashion brand called Goddess Woman until 2020. As the market shifted towards e-commerce around 2018, I saw an opportunity in fancy glassware for home parties. This realization led to the inception of Smokey Cocktail. In 2018, I began researching glassware sourcing and pricing, eventually finding reliable vendors in Turkey, China, and India. We officially launched Smokey Cocktail in 2020 after receiving positive feedback from our initial batches among friends and family. Our website went live, and we quickly secured our first order from Mumbai.
Raamesh Chandra: How did COVID-19 impact your business?
Sourabh Bajaj: During COVID-19, with house parties becoming more common, there was a higher demand for fancy glassware. E-commerce was manageable during this time, and we benefited from this trend. Although it was a tough time globally, it presented an opportunity for our business.
Raamesh Chandra: What is the core philosophy behind Smokey Cocktail and your approach to creating glassware?
Sourabh Bajaj: Our philosophy is to offer unique and creative designs. I wanted to channel my creativity into glassware design, working closely with factories to develop designs and make necessary alterations. It’s exciting to bring creativity into functional products.
Raamesh Chandra: Can you walk us through the design and manufacturing process of your glassware?
Sourabh Bajaj: Initially, I researched international markets to understand trends. We then added our own twists, like coloured stems, to keep the classic feel but add style. We focus on quality, ensuring our glassware has the right weight and feel. Quality is our top priority, and we strive to serve the best products to our customers.
Raamesh Chandra: How big is the glassware industry, and what market are you targeting?
Sourabh Bajaj: The glassware industry falls under home decor and kitchenware, which is a $1.5 billion industry growing at 10-15% annually. We currently focus on the Indian market, with plans to expand to marketplaces like Myntra, Tata Cliq, and Nykaa. We also plan to open exclusive barware stores in Delhi and Kolkata next year.
Raamesh Chandra: How does Smokey Cocktail enhance the drinking experience through its glassware designs?
Sourabh Bajaj: Our glassware is designed to be visually appealing and unique. The right glass enhances the drinking experience, and our customers appreciate the quality and creativity of our designs. Our return customer rate is around 30-40%, which is a good indicator of customer satisfaction.
Raamesh Chandra: Which regions in India do you receive the most orders from?
Sourabh Bajaj: We receive most orders from Mumbai, Chennai, Bangalore, Delhi, and surprisingly, Gujarat. Despite being a dry state, Gujarat has a significant demand for our products.
Raamesh Chandra: How do you reach your target audience and plan your marketing strategy?
Sourabh Bajaj: Social media presence is crucial for us. Our content is unique and relatable, and we collaborate with bartenders for cocktail mixes. We target customers based on their lifestyles, interests, and preferences. We also send regular updates and educational content to our customers.
Raamesh Chandra: Do you have a dedicated design and research team, and how do you decide on future trends?
Sourabh Bajaj: We have a small design and research team. I am involved in final decisions. We send mood boards and stories to our suppliers for each season. Our vendors help us ensure the designs are practical and functional. Once we finalize a product, we do in-house photoshoots and launch it on our website.
Raamesh Chandra: Where are your vendors located?
Sourabh Bajaj: Our vendors are located in India, China, Turkey, Germany, Italy, and the Czech Republic. Each country specializes in different types of glassware, and we source from the best to ensure quality.
Raamesh Chandra: How do your products enhance the craft and beverage creation?
Sourabh Bajaj: Our glassware is designed to be visually appealing and unique, enhancing the drinking experience. Customers appreciate the creativity and quality, and they often share their experiences on social media.
Raamesh Chandra: What innovations and new collections can we expect from Smokey Cocktail in the near future?
Sourabh Bajaj: We are working on vibrant and unusual designs for our tea and coffee segment, as well as a new gin collection with larger, balloon-shaped glasses. We aim to offer unique and eye-catching products that stand out in the market.
Raamesh Chandra: How has the business grown over the last few years?
Sourabh Bajaj: We have seen consistent growth of 20-25% each year. This year, we aim to close around $2 million (approximately ₹16-17 crore) in revenue and are targeting ₹20 crore next year. This is our fourth year in business, and we are optimistic about the future.
Raamesh Chandra: What are your plans for the next 4-5 years?
Sourabh Bajaj: Our immediate plan is to strengthen our presence in the barware segment and expand to marketplaces. Next year, we plan to open offline experience stores where customers can see and understand our glassware. We want to go deeper into our existing categories, ensuring we meet our customer’s needs and become synonymous with high-quality barware.
https://smokeycocktail.com/
