With this brand, he wants to build a product line that connects people of all age groups, cultures, and lifestyles that will come to be known as SALUD Life.

An ex-banker with Morgan Stanley and Merrill Lynch, Ajay Shetty has, in the past, built and established one of the country’s leading wine brands Myra Vineyards.

Here’s PeakLife in an exclusive conversation with Ajay as he takes us on his journey and much more.

What was the whole idea behind Salud Beverages and how did the idea for your business come about?

It all started when we noticed a significant gap in the alcobev industry. People were looking for something fresh, convenient, easy to drink. This gave birth to Salud G&T 2.0 – which is India’s very first gin and tonic in a bottle. That’s where it started, but Salud today is much more than G&T. It is an urban lifestyle brand that aims to give people new, exciting ways to bond with their tribe, connect with themselves, and celebrate life in a whole new way. We call it Life 2.0! We also have an exclusive fashion and merchandise line, as well as Salud Sessions, our very own music label. Salud is all about being modern, socially responsible and totally inclusive.

How did you come up with the name for your company?

Salud is a Spanish word meaning ‘Cheers to your health’. It invokes our spirit of being not just a fun brand, but also one that is healthy and socially responsible.

Could you tell us about the culture in your organization and how did you establish it?

I believe people are at their best when they are allowed full reign to do what they do best. At Salud, we foster a culture of ownership. Each person who works with us is a custodian for the brand and the company in their own way. And individuality is allowed to flourish within a team environment.

What were the key factors to become an entrepreneur?

I started out in the finance world, the ex-banker guy with Morgan Stanley, Merrill Lynch. But I always had this yearning to build something of my own. I was fortunate that I already had a sound backing on how financial markets operate, globally, having had experience in New York and Hong Kong. I combined the business knowledge I had gained, with my love for wine, and started Myra Vineyards in 2011. After a successful exit, I figured, why not do it again? So, I had my 2nd business baby – Salud Beverages.

If you had to suggest 5 must-read books during the pandemic, what would they be?

Pandemic or no pandemic, I love escaping into books, and I strongly believe everyone should! I would highly recommend these favourites:

Shoe Dog – Phil Knight

The Art Of Thinking Clearly – Rolf Dobelli

Ikigai: The Japanese secret to a long and happy life – Hector Garcia & Francesc Miralles

Wings of fire – A. P. J. Abdul Kalam with Arun Tiwari

Open – Andre Agassi

Who has been your greatest inspiration?

My parents. I have grown up watching their amazing strength and hard work, and seen how they have built their lives – which inspires me to this day. They have always been my biggest supporters, believing in my dreams, persuading me to always go for them, and making me believe that I can achieve them, with their endless optimism.

What key activities would you recommend entrepreneurs to invest their time in?

Research, research, and more research! When you set out to build a business, it is impossible to know everything you need. So go out there, and find out all you can – about your market, your competitors, the people you want to work with, the ins and outs of your product and its production, how to build a business plan and a company structure. It’s important to be a big sponge, soaking up all you can from the get-go.

Any advice you would give for our budding entrepreneurs?

Having gone through this journey myself, the best piece of advice I can give is that passion is only half the story and can get you off the ground, but cannot sustain you. To truly build something, you must have a clear plan, and a path that can get you where you want to go. Surround yourself with the right people – the people who are as passionate about this journey as you are. And, most importantly, ensure that you arm yourself with knowledge about the inner workings of your industry.