Sid Sheth is the Founder and CEO of Trillium Beverages, the company behind the viral brand, Thirsty Fox. A stickler for detail, Sid brings with him an engineering and systems mindset and tries to put all of his experience to use. His love for everything food and drink is what led him to launch Trillium.
With previous experience working at Amazon, LÓreal, and Clariant Chemicals, Sid has a wide variety of experience across business functions and markets. He holds a B.S in Chemical Engineering from Purdue University and an M.B.A from the University of Washington.
Building a successful brand requires vision, persistence, and endurance. Entrepreneurs face a lot of challenges but soon realize that experience is the best way to learn how to build a business. Running a business involves a lot of ups and downs which can lead to either emotional stress or joy.
When the Thirsty Fox brand was launched in Mumbai, India, it turned out to be a category creator. The country's exchequer did not know how to tax the product because the category did not exist in the country's excise regulations, and therefore meant that the company did not know what to do — until a solution was found. They had already invested a lot of money in production and were ready to start selling. Because they believed in their product, the brand, and the team, Thirsty Fox had the confidence to overcome these challenges and continue building the company.
On this episode of the Firebelly Social Show, Duncan Alney talks with Sid Sheth, the Founder and CEO of Trillium Beverages, about successfully growing a beverage brand into a global enterprise. Sid explains how surrogate marketing works in India in the alcoholic beverages industry and how social media and digital marketing help smaller brands promote their products.