The seeds of success for what I Brands is today, can be attributed to Mr. A Srao who has a rich experience of 30 years in retail and distribution in the liquor trade. His experience in the United kingdom translated into world class brands and unparalleled subject matter expertise. He has successfully launched a number of brands in the UK and globally, Double Dutch beer, a product he created, for example, has been in the UK market for over 10 years with a solid brand following. He continues to ably guide the management team and is a consultant to the company as well.

When the management team was set up in India to launch the UK Brands, it realized that the markets in Europe and India were completely different. Habits, tastes, knowledge and brand requirements were very different not only in India but individually in every state in India. To this effect four years of research and development went into developing the strategy and products for specific segments within India.

A network of our own sales team and distributors in each state has led us to ensure that we have a very strong retail presence.Many companies enter the Indian market and retreat due to stiff competition and limited knowledge of the markets. I Brands is currently in 8 states in India, enjoying very good liaisons with the government in each of our area of operation.