We want our consumers to drink better, not more: Ruchira Jaitly, Diageo

In a candid interview, Ruchira Jaitly, Chief Marketing Officer, Diageo India, sheds light on the company’s wide and remarkable portfolio, its innovative strategies and the unique challenges and opportunities in the Indian market. She also talks about the brand’s motto to promote responsible drinking and the initiatives they have taken for it.

Diverse portfolio, diverse occasions

Diageo is renowned for its enviable portfolio of global brands, helping the company to engage with consumers across various occasions. Jaitly emphasizes the importance of viewing their portfolio as inclusive, offering consumers avenues for premiumization and encouraging responsible drinking.

As consumer preferences shift towards experimentation and novel experiences, Diageo is keen on providing opportunities for consumers to explore new rituals and socialize in both formal and casual settings. She claims that post-Covid, there's a noticeable trend towards creating celebratory moments in everyday life, prompting Diageo to focus on delivering experiences that resonate with these evolving social dynamics.

Global sync with local roots

Jaitly underlines the unique challenge and opportunity presented by the global interconnectedness of consumers, influenced by the content they consume. Diageo aims to weave a tapestry that combines global and local elements, offering a range of premium propositions tailored to diverse tastes and preferences.

Strategies setting Diageo apart

When questioned about Diageo's strategies distinguishing it from the competition, Jaitly emphasizes two key pillars: the unparalleled global portfolio and a robust innovation strategy. Diageo's certified R&D center in Bangalore stands as a testament to their commitment to innovation, she said.

Premiumization is a central theme, with a focus on encouraging consumers to drink better, not more. Additionally, Diageo's brands carry a deeper purpose, actively contributing to diversity and inclusion. By empowering underrepresented voices, Diageo's brands stand for values that extend beyond mere brand awareness.

Responsible marketing and consumption

Addressing the challenges of marketing alcoholic beverages, Jaitly discusses Diageo's compliance with regulatory frameworks and commitment to responsible marketing. They collaborate with civil society, police and educational institutions to educate consumers on responsible drinking. Initiatives like Drink IQ, a global programm, highlight Diageo's dedication to promoting responsible consumption, she shared.

Diageo also actively promotes non-alcoholic versions of their brands globally, providing consumers with choices that align with their preferences for taste without the alcohol content.

Festive season and the industry dynamics

While it's too early to assess the impact of the ongoing festive season, Jaitly expresses optimism. Diageo's philosophy of investing in brands for long-term sustainable growth remains steadfast. Despite the challenges faced by the ad industry in the first half of the year, Diageo's commitment to brand investment and sustainable growth sets a positive outlook.

Digital transformation and responsible marketing

In the age of digital transformation, Jaitly discusses Diageo's early adoption of digital strategies. Being mindful of responsible communication, Diageo focuses on engaging consumers through targeted and purpose-driven content. Communities, targeted communication, and meaningful conversations are the cornerstones of Diageo's digital approach, allowing them to connect with consumers on a more personal level, said Jaitly.

As the digital landscape continues to evolve, Jaitly hints at the exciting prospect of integrating advanced technologies like AI and generative AI into Diageo's digital strategy. The next couple of years promise to be a fascinating journey as Diageo explores innovative ways to engage with consumers in the ever-evolving digital era.