Introduction
When friends or family member
meets after some gap of time, so they want to enjoy this moment with some
drink. Cocktail is a good option in drink. Considering this Mother Son Jodi thought
to create something which is healthy and ready to create at home too. Bartisans
is a brand that specializes in 100% natural ready-to-pour cocktail mixers. The
company has a production facility, ships throughout India, and guarantees a
12-month shelf life for its goods. With a minimum 1% breakage rate, Bartisans runs
dark warehouses in major cities like Bangalore and Delhi.
They send you pre-packaged
mixers, so you don't have to search for ingredients or do any pre-prep work. In
only a few minutes, you can become an expert barman. It just requires the
addition of ice and your preferred spirit. India is experiencing a change in
the cocktail scene. By making extraordinarily unusual cocktail mixer blends
accessible to all cocktail enthusiasts, Bartisans aims to transform this
development into a revolution. They use fresh, complex-flavored ingredients in
tiny batches to produce their blends.
Bartisans is setting the standard
for mixology at home with their enticing selection of handcrafted cocktail
mixers. Every mixer has a different story to tell, ranging from the reassuring
notes of "Liquid Gold" to the tropical sensations of "Summer of
2000." Customers have nothing but admiration for Bartisans; they can
easily turn any area into a classy speakeasy. Popular drinks like the marigold
martini mix and ginger whisky sour have gained popularity among customers.
Always remarkable, devoid of
preservatives, and all-natural. What
distinguishes them are the following: 1. Their list of pure ingredients is
honest. 2. The team is always coming up with new ways to use their distinctive
tastes. 3. The group aims to establish a responsible cocktail-drinking culture
in India. Bartisans specialises in creating high-quality cocktail mixes for
those who prefer to serve up bar-caliber drinks with as little work as
possible. Real, fresh ingredients that are found largely locally go into making
all of their mixers. Our mixers are made without the use of any chemicals or
preservatives. The handmade hand-crafted mixers are made by their all-female
kitchen team, who are trained and skilled to ensure the highest levels of
hygiene and safety.
Founder’s Journey of Bartisans
Jovita Mascarenhas and Jordan
Mascarenhas are the co-founders of Bartisans and they are a family (mother-son
duo). Jovita holds a Diploma in Hotel Management and Food Administration. Previously,
she was the owner of Shady Ideas, she believes that there is no failure, only
learning.
Jordan has studied at Bombay
Scottish School, Powai, and for his graduation, he attended Don Bosco College
Of Hospitality, Kurla to pursue his Bachelor of Science in Hospitality
Administration. Before founding Bartisans with her mother Jovita, Jordan also
did an internship at The Bombay Canteen and Grosvenor House Dubai and Le Royal
Meridien Beach Resort & Spa.
The passion of cocktails in the
family gave rise to Bartisans. They had brought out all of their duty-free
alcohol to keep their spirits up throughout the lockout.
After completing his internship
at the Grosvenor House in Dubai, Jordan, a professional mixologist, returned
home and decided to employ his cocktail-loving parents, Jovita and Carl, as
test subjects. His practice sessions were very popular in our home, to the
point where friends were mildly envious (no falsehoods, we guarantee). Thus,
the concept of sending make-your-own cocktail kits to other aficionados who
were staying at home safely was conceived. The amount of love these kits
received was really inspiring.
Before long, they were mixing in
a small commercial kitchen instead of our modest home kitchen. They tried a lot
until they finally nailed down eight distinct, all-natural, bottled cocktail
mixer formulations (we like mixers, but not dangerous mix-ins). This was the
first time their tiny black bottles were created.
Over the course of a year, there
were eight distinct flavours that increased to 13. Once more, the support shown
to their mixers was heartening. They attended food festivals and events, got to
know all of their amazing clients, and discovered a wealth of information about
their preferences and requests for changes. After hearing, they took action.
They introduced Bartisans in a
new avatar in November 2022. They reduced their sugar content, enhanced the
mixers for everyone, and improved their packing (Jordan came up with the idea
for those cocktail shaker-shaped bottles you see). They manufactured their
mixers using only authentic ingredients and achieved the goal of making them
ready to pour. They will soon have 18 tastes available.
Not only can cocktails provide
for excellent companionship, but they also think that they bring people
together. They are constantly a part of a greater whole, a greater narrative.
Business Model of Bartisans
Beyond just mixers, artisanal
mixologists craft a whole cocktail experience. Bartisans invites lovers to
immerse themselves in the art of flavour, whether it's through the caring touch
of their gift boxes, the curated elegance of combo sets, or the convenience of
variety packs. They also provide necessary bar utensils in their assortment, so
mixing drinks of the highest calibre is a simple task.
A single bottle costs between
₹450 and ₹595, and it has between 38 and 65 calories. They made ₹1.43 crores in
net revenue in FY 22–23 (which ended in October) but lost ₹53 lakhs. They
predict ₹4 crores in revenue at year's end and ₹80 lakhs in losses. Surprisingly,
they only have 1% breakage and only 20% for logistics and payment gateway,
leaving them with a 70% gross margin.
Shark Tank India Pitch
On January 26, 2024, the
Bartisans Shark Tank episode was aired on Sony TV. The Sharks were enthralled
by Jovita and Jordan's products when they were given to them. They want 2.5%
equity in return for Rs. 1 crore.
Aman Gupta (Co-founder & CMO
boAt Lifestyle) was the first shark to withdraw, citing concerns about market size and scalability.
Radhika Gupta (MD & CEO at Edelweiss Mutual Fund) expressed similar worries, pointing out that the market will probably decline as people grew
more wary of sugar-filled beverages. As a result, she decided to withdraw.
Ritesh also made the decision to decline, stating that he thought it was premature to declare the nature of the company as B2B or B2C.
Peyush Banal (CEO &
Co-founder Lenskart.com) also made the decision to withdraw, stating that even if their product was excellent, they should bring in an expert who has grown similar companies in the past and was skilled at haggling with retailers.
But the only shark who placed a
wager on the founder was Vineeta Singh (CO-Founder & CEO SUGAR Cosmetics).
She offered ₹48 lakhs in debt at 8% interest for three years and ₹52 lakhs in
equity for 3%. The founder politely declined the offer since they were not
interested in taking on debt at this time.
Conclusion
Presenting their products and
ambition to an experienced investor panel on Shark Tank India, Bartisans made a
splash on the national scene. The episode highlighted the distinctive path
taken by Bartisans and demonstrated how their handmade mixers have become more
than just a trend in culture. The mother-son team's narrative emerged as they
faced the sharks, establishing Bartisans as a disruptive force in both the
Indian startup scene and the mixology industry. In summary, while Bartisans didn’t
secure investment on Shark Tank India, its organic success and the founders’
commitment to a quality product position them well for continued growth in the
competitive F&B market.