Tulleeho Advisory Services: Wine

About Tulleeho

Tulleeho is India's only marketing consultancy and services firm for the alcoholic beverages industry. We were incorporated as a business in 2000 and over the last 6 years have worked with a number of leading International and Indian brands in developing and executing marketing programs across the country. Our clients include Diageo, Bacardi-Martini, Seagrams, Allied Domecq, Highland Distillers, Moet-Hennessy, McDowell's, Tiger Beer and more… Brands we have worked with include Johnnie Walker, Smirnoff, Bacardi, Cutty Sark, The Famous Grouse, Veuve Clicquot Ponsardin, Tiger Beer and many more.

We have also pioneered activities like amateur bartending workshops, wine appreciation sessions, wine tourism and more for consumer and corporate audiences. Our wine workshops are even featured on the Decanter website. Our website www.tulleeho.com is a leading source of information for drink and drinking out, the world over.

Leveraging upon our extensive experience of working with companies in India in marketing their brands across the country as well as our close ties with the food and beverage trade and our deep consumer understanding, we are now offering a range of advisory services for wine companies who

•  Are interested in entering the Indian market and are looking for the right route to market

•  Are already present in the Indian market and are keen on reorienting their strategies

We are offering these services in association with Magandeep Singh. Magan is India's only trained sommelier and is one of India's leading trainers, consultants and writers in the field of wine. He has just authored India's first book on wine, titled “Wine sense: buying and drinking wine in India”. His detailed profile is at the end of this page.

The services we offer are end to end covering the pre-launch phase to post launch support and advice.
 

Pre launch

•  Market overview - size, key facts, regulatory issues and requirements, competitive scenario, F&B overview, Key trends

•  Product identification - based on client portfolio identifying appropriate brands / varietals fit for the Indian market and pricing strategies / suggestions

•  Organising meetings with key F&B players and importers / distributors and advising importer selection

•  Administrative / travel support for principal on local visit to India

Launch

•  We will formulate launch strategies with events targeted at specific groups – tastings for the media and trade, wine dinners for select consumers / opinion makers with all tastings conducted by Magandeep Singh

Post launch (2 months)

•  Helping out with listings wherever possible (to the best of our efforts)

•  Product trainings

•  Brand building activities in order to supplement the importer / distributor's own efforts

•  Facilitating product placement in select consumer / trade / corporate wine appreciation events

•  Brand awareness - tasting, media coverage and placements, etc.

 

Contact Us :

Call Vikram at 9810108644. Email : chanty@tulleeho.com

Magandeep SINGH

After completing my hotel management from IHM, Bombay, I went to Institut Vatel, Nimes, France to pursue a Master's in Hospitality Management. Following this, I worked in some very prestigious fine dining outlets, including handling F&B operations with a Parisian hotel (Concorde Saint-Lazare, Paris).

En suite (post September 11), I pursued a Post-Graduate diploma in wine tasting (Sommelier-Conseil) from L'Universite du Vin, Suze-La-Rousse, France. This all-French course requires prior experience in the hospitality field and is the top-rated wine course in France. As part of the course I worked at star-classified restaurants, in the vineyards, and at wine cellars and boutiques. On completion of this course, I, now Sommelier Magandeep Singh decided to return so as to prepare the Indian consumers for a vinous attack!

Upon my return, I worked in a wine company and handled wine training & appreciation and wine-list building activities for them. Since then, I have conducted various wine-centric events (tastings, dinners, appreciation classes) for hotels & restaurants, wine clubs, corporates, management institutes and new brands as they come to India.

For the past three (nearly four) years now, I am an independent wine consultant and work in liaison with several hotels and restaurants advising them on compiling wine lists, marrying wines with food and upselling wines. I also look into structuring the wine storage and movement logistics for outlets.

I also help out wine companies entering India to conduct wine events, tastings, dinners and other events to popularise the wine and to bring the winemaker in contact with the right people. A couple of years back I helped Andre of WOSA set-up a tasting of an assortment of South African wines with some leading Indian journalists and importers. I am currently working on projects to improve awareness for Chilean and Argentinean wines in the Indian subcontinent by developing specific booklets, which will be used by the respective embassies in India to help young Indian vinos understand their wines. Most recently, I conducted the tasting of the wines of the Grandi Marchi (Premium, family-owned Italian wineries) in India (Delhi and Mumbai).

Amongst outlets and F&B establishments, I am corporate consultant to the ITC Sheraton group, Olive restaurants (Conde Nast Traveler award-winning chain), and also training consultant to the Taj group of hotels, and the Moet-Hennessy group. Ongoing assignments include wine-list engineering and training for Oberoi hotels, Imperial Hotel, Hyatt Regency, Radisson, Marriott, Heritage Resorts, and various fine dining restaurants in India (Azzurro, Thai Wok).

Apart from these, I have conducted consumer workshops for various corporate clients and multinationals such as Cisco, Infosys, Standard Chartered, Reliance group and independent bodies like the CII (Confederation of Indian Industries), YPO (Young Presidents Organisation), Yi (young Indians) and the YEO (Young Entrepreneurs Organisation). I also hold wine appreciation workshops regularly for debutante oenophiles and consumers who are trying to enter the world of wines for the first time.

Besides this ground work, I am the wine columnist with India's leading English daily - the Hindustan Times (Sunday Magazine “Brunch”), the Hindustan Times City supplement (New Delhi) and HT Style (Mumbai), and The Hindustan Times Insight Page (Mumbai). I also contribute regularly to Taste & Travel magazine, Circle magazine, Zest magazine, The Man magazine, Sunday Financial Express, and The Financial Express Business Traveller apart from the one-off piece for papers like the Business Standard, the Economic Times and the Indian Express and various lifestyle magazines. A book on wines (the first by an Indian author) with much relevance for the Indian consumer (Wine Wisdom: Buying and Drinking wine in India) has just been published with Penguin Books India and was launched in the second half of March 2006. This will coincide with the launch of my website http://magandeepsingh.com which will serve as a public portal for reviews on wines and restaurants which I cover on a regular basis. The site will also be a live forum for answering all queries relating to the Good Life.

My aim is to make wines accessible to the Indian drinking class and be a pioneer of the cause of wines in this country. Translate that to read: My constant endeavour is to try and spread the correct message of wine ñ minus the page-3 glam and the wannabe flim-flam ñ so as to help people reach out to wine, and grab it!