Interview of Ajay Shetty, CEO & Founder of Salud Beverages
Introduction
In a market brimming with options, Salud Beverages has carved a unique niche by blending quality and convenience in the ready-to-drink (RTD) segment. Salud has quickly become synonymous with a modern, vibrant lifestyle that goes beyond drinks—it’s an experience, a state of mind, and a celebration of the urban spirit. In a conversation with the founder, we explore the inspiration behind Salud’s inception, the brand’s bold approach to lifestyle branding, and their continuous efforts in innovation and expansion.
Inspiration Behind Salud’s Venture into RTD Beverages
What inspired you to venture into the RTD space, and how did you identify the gap in the market?
Salud Beverages was founded with the vision of creating a lifestyle brand that represents the spirit of easy, enjoyable experiences. The inspiration came from a global trend towards convenience without compromising on quality. As we observed, consumers, especially the younger generation, wanted premium beverages without the hassle of mixing or bar skills. This need aligned with the demand for experiences that matched their fast-paced lives. Salud was born to fill this gap—offering ready-to-drink options that embody fun, ease, and a lively urban lifestyle.
Embodying the “Urban Lifestyle”
Salud is known for promoting the “urban lifestyle” through its products. Can you explain how this philosophy shapes your brand’s identity and marketing strategies?
Salud’s philosophy centers around the “urban lifestyle,” characterized by spontaneity, inclusivity, and social connection. Our brand identity reflects this with products that are stylish and easy to enjoy anywhere, fitting perfectly into a fast-paced urban environment. This spirit is also embedded in our logo—a rugged design with symbolic bull and ram horns—representing strength, tenacity, and a bold personality. It’s a nod to the audacious, outspoken qualities of our brand and our audience. By aligning ourselves with a modern, vibrant urban image, we create a brand that resonates with those who appreciate life’s spontaneous moments.
Innovation at the Core
What role does innovation play in creating new products and flavors, and how do you stay ahead of market trends?
Innovation is at the heart of everything we do at Salud. To stay ahead, we focus on both product and technology trends, constantly improving our offerings and exploring new flavors that resonate with consumers. We study global beverage trends and implement agile product development, allowing us to pivot based on market feedback. This approach, combined with premium ingredients and even NFT integrations, keeps us on the cutting edge. Our goal is to continuously offer exciting, trendsetting products that enhance the consumer experience.
Scaling Beyond India
Salud has expanded its footprint internationally. What challenges did you face in scaling the brand beyond India, and what are your future expansion plans?
Scaling Salud internationally presented challenges such as understanding varied market dynamics, adapting to local preferences, and navigating complex regulatory requirements. Each market has its unique tastes and rules, so we conducted extensive research to localize our offerings. Partnering with reliable local distributors also helped us maintain consistency. Looking forward, we aim to expand to 11 new markets across three continents. By focusing on localized strategies, we envision Salud becoming a global lifestyle brand known for premium, ready-to-drink options.
Building Brand Loyalty
As a relatively young brand, what strategies have you employed to build brand loyalty in such a competitive market?
Building brand loyalty is about more than just delivering a product; it’s about creating a lifestyle. We offer high-quality, ready-to-drink gin and tonic cocktails made with premium ingredients and cater to diverse tastes with our flavor range. But our strategy goes beyond beverages. With fashion and music verticals like Salud merchandise and Salud Sessions, we invite our customers to fully immerse themselves in the Salud lifestyle. By engaging with our audience on social media, collaborating with influencers, and hosting events, we foster a sense of community and brand belonging that goes beyond the drink.
Catering to Low-Alcohol and Alcohol-Free Preferences
The beverage industry is seeing a growing demand for low-alcohol and alcohol-free alternatives. How is Salud addressing these evolving consumer preferences?
At Salud, we’re keenly aware of the demand for low-alcohol and alcohol-free options. We recently launched G&T 2.0, a lighter option with only 6% alcohol content, which offers a refreshing experience without compromising flavor. Additionally, we are exploring non-alcoholic alternatives such as bitters, ensuring we cater to health-conscious consumers. Our goal is to offer a variety of options that align with modern lifestyles, allowing everyone to enjoy Salud in a way that suits them.
Diversifying with Fashion and Music
Salud recently entered the fashion and music segments. What motivated this diversification, and how do these verticals align with your core business?
Our expansion into fashion and music was a strategic move to enhance the urban lifestyle we represent. By launching Salud merchandise and Salud Sessions, we created new ways for consumers to engage with our brand. This diversification is rooted in our commitment to supporting homegrown talent and culture. By collaborating with local designers and music artists, we deepen emotional engagement with Salud, creating a brand that people can experience beyond beverages. It aligns with our vision of being a global lifestyle brand that celebrates both local talent and international trends.
Lessons Learned as an Entrepreneur
As an entrepreneur who has successfully navigated multiple ventures, what key lessons have you learned that you would share with aspiring entrepreneurs?
Perseverance and adaptability are key. Challenges are part of every entrepreneurial journey, and it’s essential to stay focused on your vision while remaining open to change. Listening to your market and customers is crucial—gather feedback, be responsive, and continue refining your product. Equally important is balancing passion with a clear-headed approach to business decisions. Success is built not only on achievements but on learning from failures too.
What’s Next for Salud Beverages?
What’s next for Salud Beverages? Are there any exciting new developments or product launches that your audience should look forward to?
Exciting things are always on the horizon at Salud. We are expanding our product line with new beverages that cater to evolving tastes, including health-conscious options. Our fashion and music initiatives will also grow, with new collections and partnerships that resonate with our urban ethos. Salud Sessions, our music platform, will host more events, creating unique social experiences for our community. Internationally, we are focusing on expanding in India and new markets while exploring non-alcoholic options. With fresh collaborations, flavors, and initiatives, we’re excited to bring more dynamic experiences to our consumers as we solidify Salud’s place as a global lifestyle brand.
Conclusion
Salud Beverages exemplifies the potential of lifestyle-driven branding in the RTD segment, infusing a youthful, urban spirit into every product. With innovative offerings, an unwavering commitment to quality, and bold expansions into fashion and music, Salud continues to redefine what a beverage brand can be. As they look to the future with exciting new products and international growth, Salud invites consumers worldwide to join in on their celebration of good times and easy living.
