Born and raised in Igatpuri, Nashik, Anand Pardeshi’s story is one of determination and vision. Completing his MBA in Sales and Marketing from IBMR-Chinchwad, Pune, in 2001, Anand set out on a professional journey that would eventually lead him to Goa in 2006. Initially transferred by Fresh and Honest Café Limited, Anand transitioned to the liquor industry later that year, joining Seagram’s. Since then, he has never looked back, immersing himself in the vibrant spirit of Goa. Throughout his years in this culturally rich state, one phrase kept resonating with him: “Mog Asun,” a term steeped in Goan warmth and camaraderie.
A Spark of Inspiration: The Azulejos Tiles
The seed for Mog Asun was sown on June 24, 2019, during a casual drink with Keith Fernandes, CEO of Slipdisc Advertising. They decided that Goa deserved its own whisky. The duo’s brainstorming led them to the name “Mog Asun,” a shortened version of “Mog Asuni,” meaning “Let there be love.” The design philosophy was equally thoughtful, with the logo and packaging drawing inspiration from Goa’s iconic Azulejos tiles. These colorful motifs became the hallmark of a brand rooted in Goan heritage. The whisky itself was crafted by blending imported malts from Scotland with selected local grain spirits, blended to perfection in oak barrels.
The Birth of Mog Asun: A Love Story in a Bottle
By February 2020, Mog Asun was ready for its soft launch. Anand and his team tirelessly spent a year perfecting the blend, establishing bottler and distributor networks, and devising a marketing strategy. Choosing Valentine’s Day for the launch was deliberate—a day synonymous with love seemed fitting for a brand named after it. Despite the excitement, challenges soon emerged, testing Anand’s resilience and commitment.
Navigating the Storm: Overcoming Challenges
Just as Mog Asun entered liquor stores in March 2020, the COVID-19 pandemic brought the world to a halt. Liquor sales stopped as the country went into lockdown, and Anand’s carefully laid plans were upended. Financial resources began to drain, and the distribution network faced instability. Rebuilding the network post-pandemic proved arduous, as some perceived Mog Asun as a fleeting venture. This misperception hurt the brand’s reputation, causing demand to drop.
Adding to these woes, limited marketing funds further hindered efforts to boost visibility. With low sales and delayed payments, the company entered a financial crisis, creating a cascade of challenges. Suppliers were not paid on time, production slowed, and Anand faced mounting personal and professional pressures. Yet, through it all, Anand clung to hope, buoyed by the patience of a few key suppliers and the support of friends and family.
Turning the Tide: Key Milestones and Triumphs
Slowly but surely, Mog Asun began to regain its footing. Goans themselves embraced the brand, and sales steadily grew. To address marketing gaps, Anand outsourced efforts to Lucid Trails, which introduced the innovative “Mog Series.” This initiative celebrated renowned and successful Goan celebrities through interviews, reaching broader audiences via partnerships with Prudent Media. Meanwhile, Enso Photography and Designs worked on rebranding and refining the visual identity of Mog Asun.
Customer-Centric Innovations
From the outset, Mog Asun prioritized customer satisfaction through creative promotions. The brand’s journey began with offers like complimentary pizzas, followed by glass bottles, scan-and-win promotions.” These strategies ensured a loyal customer base while fostering a sense of community around the brand.
Leadership and Company Culture
Anand believes in empowering his team, granting them the liberty to make decisions and contribute meaningfully. The company’s culture mirrors its name, Mog Asun, fostering an environment of love and collaboration. For Anand, leadership is not about command but about shared growth and resilience.
Balancing Innovation and Adaptation
Adaptation has been integral to Mog Asun’s survival and success. Whether it was outsourcing marketing or refining branding strategies, Anand’s willingness to adapt ensured the brand stayed relevant. By embracing digital marketing, creating engaging campaigns, and partnering with experts, Mog Asun cemented its place in a competitive market.
Lessons Learned and Advice for Entrepreneurs
While Anand refrains from giving unsolicited advice, he acknowledges that patience is vital for any entrepreneur. Building a brand requires perseverance, resilience, and the willingness to weather setbacks. For him, every challenge is an opportunity to learn and grow.
The Role of Emotional Banking in Work-Life Balance
Despite the demands of running a business, Anand values quality time with his family. He practices “emotional banking,” ensuring he spends time at home to recharge before diving back into work. This balance, he believes, is crucial for sustaining one’s passion and drive.
Future Vision: A Global Goan Brand
Anand’s vision for Mog Asun is ambitious yet rooted in the brand’s Goan identity. He aspires to see it recognized as a well-established Goan brand on the global stage. By staying true to its heritage while embracing innovation, Mog Asun is poised to achieve this dream.
A Legacy of Love and Resilience
Anand’s journey with Mog Asun is a testament to his unwavering determination and love for Goa. Despite facing numerous challenges, his passion for creating a product that embodies Goan culture and spirit never wavered. Mog Asun is not just a whisky; it is a story of resilience, innovation, and the enduring power of love. As the brand continues to grow, it stands as a shining example of what can be achieved with vision, patience, and an unyielding belief in one’s dreams.
