Liquor and women- strange?

HospiBuz Desk

I Brands Beverages Ltd, a leading liquor brand in India. Liquor industry, all about the man isn’t it?  Well, the founder and Chairman of this firm is a woman, Lisa Srao. Let’s hear her success story.

“You women entrepreneurs out there, blaze new paths and don’t allow yourself to be restricted by outdated traditions,” - Lisa Srao.

“The alcohol industry is not a place for women.” Lisa was never a slave of such norms. She was unshaken by the tempests. She never bothered about the lack of welcome from the Indian alcohol industry. Today she is changing the rules of liquor business as the Chairman and Managing Director of I Brands Beverages Ltd. It was founded in August 2010. Her aim was to make products of standard quality and affordable for customers. She says “ It is what sets us apart”. When she started her business, her company was not given much chance. Not only they survived,  but they also proved themselves.

Lisa has had exposure to beverage manufacturing. She was inspired for this industry due to her exposure to Double Dutch, a beer brand launched by her father in the UK.  When she moved to India she felt the lack of quality products and variety. At that time she noticed the scope of liquor industry in India. After that, she launched I Brands Beverages. Today IBB is an award winning company and one of the fastest growing liquor startup companies in India. Today they have high-quality product in their portfolio.

Lisa has full involvement in all stages in her firm. From strategizing to packaging, Lisa is totally into it. She has a board of national and international directors. Under them, the finest products of international quality are launched.  Lisa believes that their company is an infant but it is growing rapidly. Today they have more than 5000 selling points across the country. Their products are getting acceptance in the market and in the coming years they are planning to become one of the top 5 liquor companies in the country.

She is inspired by Steve Jobs. “The people who are crazy enough to think they can change the world are the ones who do .” This has been her mantra throughout her journey. And Lisa’s hard work has paid off. Their company gets an excellent response from the market and even won awards.

Being a woman it was not easy for her to work in the male-dominated industry. She was highly criticized and was told that she won’t be able to survive in this industry, but she survived. Her company is doing well and is growing rapidly.

Her message to women entrepreneurs is: “Do not be restricted by outdated traditions or stereotypes. Pay attention to details in your business and know your strengths. I take on challenges and look to learn from them constantly. I have a great motivational spirit and drive. Live your life with passion. Be bold; do not take up a job just for the sake of it. Simple things like setting clear vision and goals, and believing in oneself will help any woman achieve what she wants.  Dream big, always!”

She once read an Albert Einstein quote, ‘The woman who follows the crowd will usually go no further than the crowd. The woman who walks alone is likely to find herself in places no one has been before,’ and through the years, I feel that this has been etched in me and I follow this to move ahead in life.” this kept her going always and facing her hurdles. She definitely teaches us a lesson that nobody can stop you if you are determined to do something.