- Name: Vikram Achanta
- Instagram: @rumdoodle69 @tulleho
- F&B Industry Experience : 24 years
- Favorite Cocktail: Negroni – which Vikram believes is complex and bittersweet quite like the life itself
- Favorite Non-alcoholic: Kombucha
In the vibrant world of food and beverage, few names resonate as strongly as Vikram Achanta. With over twenty- four years of experience, Vikram has not only carved a niche for himself but also significantly contributed to shaping India’s bar culture. His journey, which began with a simple idea and a passion for good drinks, has evolved into a legacy that continues to inspire and educate.
The Genesis of Tulleeho
Vikram’s foray into the beverage industry started in 1999 when, alongside a few friends, he launched a bar review website—Tulleeho. At the time, the concept of reviewing bars and discussing alcohol in India was virtually unheard of, largely due to the taboo surrounding the subject. The internet was still in its infancy, and there was a growing curiosity about .com ventures. Vikram and his friends, who were not from the hospitality industry but rather consumers with a penchant for good drinks, decided to fill the gap in the market. They wanted to create a platform that not only reviewed bars but also offered cocktail recipes and insights into the drinking experience.
The name “Tulleeho” was conceived during a casual evening over some Bushmills whiskey, marking the beginning of what would become a significant player in the beverage industry. Initially intended as a hobby, the website quickly gained traction, catching the attention of large beverage companies and portals interested in acquiring it. This interest prompted Vikram to consider turning their passion project into a business.
Turning Passion into Business
In September 2000, Tulleeho was officially incorporated, transitioning from a bar review website to a comprehensive beverage marketing platform. The website featured a unique section called “Ask Tulleeho,” where consumers could share their drinking experiences. Vikram and his team also introduced Tullee Guides in cities like Bombay and Delhi, with industry stalwarts such as Shatbhi Basu and Yangdup Lama lending a hand.
Recognizing the need for hands-on consumer engagement, Tulleeho launched one of India’s first consumer-based cocktail workshops, the Tulleeho Bartending Masterclass, in 2002. This initiative, which was sponsored by major brands like Smirnoff and Borosil, marked the beginning of Tulleeho’s journey into beverage consulting and education.
Education and Industry Influence
By 2008-2009, Vikram and his team shifted their focus to knowledge-centric business models. They identified a significant gap in the skills and talent within the Indian beverage industry and decided to address it through education and training. Partnering with renowned institutions like the Wine & Spirit Education Trust (WSET) from London and the Edinburgh Whisky Academy from Scotland, Tulleeho began offering professional certification programs in India. These programs, which cater to everyone from beginners to advanced professionals, have become a cornerstone of Tulleeho’s offerings.
Vikram’s commitment to education goes beyond traditional training. He and his team realized the potential of using education as a powerful tool for both skill development and brand marketing. By training bartenders and bar professionals, Tulleeho has not only elevated the standards of the industry but also provided brands with a unique way to reach their target audience.
30 Best Bars: Elevating India’s Bar Scene
In 2018-2019, Tulleeho launched the “30 Best Bars India” initiative in collaboration with MW magazine. This project aimed to rank and celebrate the best bars and bartenders in the country, providing them with a platform to gain prominence both domestically and internationally. Over four editions, the initiative has had a profound impact on the industry, with bars now aspiring to make it onto the list and elevating their standards in the process.
The success of “30 Best Bars” has not only raised the profile of Indian bars but also inspired a broader movement towards excellence in the industry. The initiative has become a benchmark for quality, influencing everything from bar design to cocktail programs, and has created a ripple effect that benefits both consumers and brands.
Navigating Challenges and Embracing Innovation
As a first-generation entrepreneur, Vikram has faced his share of challenges. However, his belief in the integrity of his business and his determination to stay true to his vision have been instrumental in overcoming obstacles. “Self-belief can move mountains,” he says, reflecting on his journey. This mindset has been particularly important when launching initiatives like “30 Best Bars,” where initial reluctance from potential sponsors was met with perseverance and a commitment to excellence.
Vikram also emphasizes the importance of staying updated with industry trends and innovations. In an ever-evolving industry, keeping pace with new techniques and technologies is crucial. Whether it’s glass cooling technology or the creation of clear ice, Vikram believes in the power of innovation to enhance the bar experience. To this end, Tulleeho is soon launching a course on advanced technologies in the bar industry, aimed at equipping young professionals with the skills they need to succeed.
Looking Ahead: The Future of Tulleeho and India’s Bar Industry
Vikram’s journey is far from over. With a keen eye on the future, he sees immense potential in expanding Tulleeho’s offerings, both in India and internationally. Initiatives like the “What India is Drinking” report, a survey of the top 125 bars in the country, are just the beginning. Vikram envisions a future where Tulleeho continues to fill gaps in the industry, whether through education, consulting, or new ventures.
For those looking to enter the beverage industry, Vikram offers sage advice: invest in yourself, learn as much as you can, and never stop exploring. Whether it’s through travel, education, or hands-on experience, the opportunities in India’s burgeoning bar scene are vast and varied.
As Vikram continues to balance his multiple roles, from running a business to staying connected with industry trends, one thing remains clear: his passion for the beverage industry and his commitment to excellence will continue to drive India’s bar culture forward for years to come.