Asserting that the Indo-Australia relationship has entered a robust phase, Australia's Trade Commissioner to India Elizabeth Sullivan has said that several food and beverages company in her country are keen to enter the Indian market.
"Our economic ties are robust and growing. Trade between India and Australia is growing at the rate of 6.5 per cent," Sullivan said, announcing liquor major UB Group's flagship McDowell & Company's strategic alliance with Independent Liquor and launch of fruit-flavoured Vodka-based 'Cruiser' carbonated drink.
She said an increasing number of Australian food and beverage companies are looking to enter Indian market and the relationship between Australian wine and beverages companies and their Indian counterparts is growing.
McDowell, the largest manufacturer and marketer of alcoholic beverages in the country, said the strategic alliance with the Australian company in the ready-to-drink market was a winning combination.
"In view of RTDs being a new category in India, we have been seeking an international partner with rich expertise in the category. Independent Liquor's core competence is RTD. It has rapidly become Australia's largest and world's third largest player in the area and an alliance with them would make us a wining combination," Vijay Rekhi, President of Rs 1,462.4 crore (Rs 14.624 billion) McDowell & Company, said.
The company expects to sell about 0.5 million to 1 million cases by next year, he said.