Salient points
- Pignod Ricard India is taking advantage of artificial intelligence to improve consumers’ connections and guide premium strategies, as stated by Simon de Beauregard, Chief Transformation Officer.
- The company has implemented more digital platforms, including skill and d-star, to customize offers and improve market reactivity in the various regulatory panorama in India.
- Despite the growth of 1% sales on an annual basis in the January-Marzo quarter due to the technical challenges, Pignod Ricard India provides a strong recovery in the fourth quarter, led by continuous demand and premium trends.
With India emerging as the second largest market of PernoD Ricard at a global level for value and the largest in volume, the French liqueurs major is carrying out bold bets on technology, in particular artificial intelligence (AI) to guide growth, refine premiumization and strengthen operational efficiency, said a company official.
“Artificial intelligence is helping us to move from mass marketing to well -kept and curated experiences that build stronger consumption connections,” said Simon de Beauregard, Chief Transformation Officer of Pernot Ricard India, in an interview with Etretrail. He added that the company has developed completely internal artificial intelligence functionality to preserve end-to-end control and competitive advantage.
Over the past four years, the company has implemented more digital platforms within its main digital programs (KDPS), including skill, which maps consumption opportunities for the wallet strategy; Matrix, which connects marketing spends to the Roi; And D-Star, which offers in intelligence in detail at the outlet level.Personalization, premiumization and predictive technology
Beauregard stressed that technological innovation is essential for the premiumization strategy of the India of Pignod Ricard. “Tools as skill draw insights from 18,000 consumers to combine Sku with moments of premium consumption,” Beauregard said.
“In India, we used D-Star to adjust the formats of the bottles according to local preferences, leading to a conversion rate to 46%, compared to the usual 10-20%. This shows how the IA helps us to customize our offers to meet the specific expectations of each market,” he shared.
The company is also taking advantage of the generative IA (Genai) to reduce customization in the countryside, he added.
From the planning of the supply chain to the forecast of the application, the company is implementing artificial intelligence tools to improve the reactivity of the market overall regulatory panorama of India. “In a different market such as India, precision in forecasts is fundamental,” Beauregard observed. “The data help us to develop everything from the strategy of the wallet to the execution at the shop level.”
While the performance of January -marzo (Q3 Fy25) of Pignod Ricard India have been softer, reporting only the growth of 1% sales on an annual basis in the quarter, has been attributed to what the company defined as “phase technicisms”, including the new customs authorization procedures that have influenced the imported spirits and a temporary production interruption in TELANGANAN, both were resolved since then. His sales since the beginning of the year (April-March 2025) increased by 5%.
In its latest report on the profits published in April, the company has declared to expect a strong recovery in the fourth quarter with recovery sales, supported by continuous trends in demand and premium. Strong performance in brands such as Jameson, Ballantine and Royal Stag have underlined the consumer appetite, in particular in the Premium segment.
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