Client Overview: Diageo India, incorporated as United Spirits Limited (USL), is one of the country’s leading beverage alcohol companies and a subsidiary of global leader Diageo. With a world-class portfolio of premium brands like Johnnie Walker, Black Dog, Smirnoff, Tanqueray, and Captain Morgan, the company is synonymous with excellence in the beverage alcohol industry. Diageo India boasts 36 manufacturing facilities across the country, a robust distribution network, and a state-of-the-art Technical Centre.

The Challenge: As part of its commitment to enhancing business performance and aligning with global best practices, Diageo India sought to enable data-driven decision-making. However, the liquor distribution landscape in India posed significant challenges. In many states, liquor distribution is government-controlled, resulting in limited and inconsistent access to reliable data. This uncertainty made it difficult for the organization to justify the need for a full-time Data Analytics Officer. Diageo India needed a flexible yet experienced solution to navigate these complexities.

The Solution: Diageo India partnered with COHIIRE to address this challenge. Understanding the client’s need for a cost-effective and specialized resource, COHIIRE identified and placed an Interim Data Analytics Officer with the requisite expertise to tackle the unique challenges of the Indian market. The professional brought:

• Extensive experience in data analytics and insights generation.
• A strategic approach to optimizing available data sources for actionable insights.
• The ability to work effectively within the constraints of government-regulated data environments.

Results: With the Interim Data Analytics Officer in place, Diageo India achieved the following:

1. Developed a robust framework for data collection and analysis tailored to the Indian regulatory landscape.
2. Leveraged existing and fragmented data sources to generate actionable business insights.
3. Enabled data-driven decision-making across key functions, including marketing, sales, and supply chain.
4. Avoided the long-term commitment of a full-time role while benefiting from expert guidance and measurable results.

This strategic hire not only solved the immediate challenge but also positioned Diageo India to better harness the power of analytics in a complex regulatory environment.

Conclusion Through COHIIRE’s strategic intervention, Diageo India successfully embarked on its journey toward data-driven decision-making. This partnership highlights the value of leveraging fractional expertise to navigate complex business environments and achieve organizational goals.