STRATEGY
Michele, and Kshitij Kankaria, founder of SOAK India and the brains behind Katkoot’s brand strategy, can be found talking about the unicity of Katkoot’s ideologies and how it is being communicated to the consumers.
ML: “I remember Giovanni telling me about this concept and I loved it instantly. I knew this could go places, and if there was anyone who could carry this to fruition, it’s the Bassans”
says Michele Lamy, a french designer and a long time friend and mentor of Giovanni Leonardo Bassan, co-founder of Katkoot. On this particular afternoon, Michele, and Kshitij Kankaria, founder of SOAK India and the brains behind Katkoot’s brand strategy, can be found talking about the unicity of Katkoot’s ideologies and how it is being communicated to the consumers.
A pillar of support to the brand and founders since the inception, she tells him that she ordered a big lot to present the Prosecco backstage at a Rick Owens fashion show in 2015 and it was an instant hit! And so currently, she’s making use of her vast circle to promote the brand all over the world because she strongly believes in the product.
KS: “It’s never enough to simply create a quality product”,
says Kshitij. Michele is curious about how the intricacies of the brand ideology are being presented as something everyone can relate to. Kshitij explains,
KS: “built on values of family and togetherness, I believe that bringing the customer along with us on our journey, communicating and interacting just the way a family does. The main pillar the brand stands upon is finding and dwelling in the space where two equal and opposite forces meet.”
What he means by this is that while most people choose to pick a side, Katkoot finds opportunity in the eye of the storm. Be it the unmistakable superior quality coexisting with a contemporary outlook, or traditional family values meeting modern ways, the customer will never have to pick just one. And this wasn’t choreographed. This duality lies in the very core of the project. Modernity and tradition are two factors equally important and present in Katkoot, from the flavour of the wine to the in-sync ideologies of the people behind it.
Michele’s next question addresses the essence of any new venture.
ML: “What sets Katkoot apart from traditional wine brands?” Kshitij explains, “Katkoot is a new brand model, with a fresh focus on aesthetic development of the bottle and collaboration with different artists. Katkoot is a young and independent reality. It combines different worlds like contemporary art and design with viticulture to create a product that is more than just a spirit.”
From his conversation with the founders, Kshitij says, he gathered that,
KS: “Our target is free and open. We want to explore beyond the boundaries of the privileged luxury wine niche that tends to favour a certain section. Katkoot, on the other hand, is inclusive of a young and curious audience, passionate about art, design, architecture, dance and music. Naturally, stimulating the interest of food and wine specialists through quality and flavour is a part of the plan, but the aim is also to inform and educate those who feed on knowledge, no matter where they come from.”
Because, at the end of the day, that’s how a family flourishes—constant give and take and mutual learning
STRATEGY
Michele, and Kshitij Kankaria, founder of SOAK India and the brains behind Katkoot’s brand strategy, can be found talking about the unicity of Katkoot’s ideologies and how it is being communicated to the consumers.
ML: “I remember Giovanni telling me about this concept and I loved it instantly. I knew this could go places, and if there was anyone who could carry this to fruition, it’s the Bassans”
says Michele Lamy, a french designer and a long time friend and mentor of Giovanni Leonardo Bassan, co-founder of Katkoot. On this particular afternoon, Michele, and Kshitij Kankaria, founder of SOAK India and the brains behind Katkoot’s brand strategy, can be found talking about the unicity of Katkoot’s ideologies and how it is being communicated to the consumers.
A pillar of support to the brand and founders since the inception, she tells him that she ordered a big lot to present the Prosecco backstage at a Rick Owens fashion show in 2015 and it was an instant hit! And so currently, she’s making use of her vast circle to promote the brand all over the world because she strongly believes in the product.
KS: “It’s never enough to simply create a quality product”,
says Kshitij. Michele is curious about how the intricacies of the brand ideology are being presented as something everyone can relate to. Kshitij explains,
KS: “built on values of family and togetherness, I believe that bringing the customer along with us on our journey, communicating and interacting just the way a family does. The main pillar the brand stands upon is finding and dwelling in the space where two equal and opposite forces meet.”
What he means by this is that while most people choose to pick a side, Katkoot finds opportunity in the eye of the storm. Be it the unmistakable superior quality coexisting with a contemporary outlook, or traditional family values meeting modern ways, the customer will never have to pick just one. And this wasn’t choreographed. This duality lies in the very core of the project. Modernity and tradition are two factors equally important and present in Katkoot, from the flavour of the wine to the in-sync ideologies of the people behind it.
Michele’s next question addresses the essence of any new venture.
ML: “What sets Katkoot apart from traditional wine brands?” Kshitij explains, “Katkoot is a new brand model, with a fresh focus on aesthetic development of the bottle and collaboration with different artists. Katkoot is a young and independent reality. It combines different worlds like contemporary art and design with viticulture to create a product that is more than just a spirit.”
From his conversation with the founders, Kshitij says, he gathered that,
KS: “Our target is free and open. We want to explore beyond the boundaries of the privileged luxury wine niche that tends to favour a certain section. Katkoot, on the other hand, is inclusive of a young and curious audience, passionate about art, design, architecture, dance and music. Naturally, stimulating the interest of food and wine specialists through quality and flavour is a part of the plan, but the aim is also to inform and educate those who feed on knowledge, no matter where they come from.”
Because, at the end of the day, that’s how a family flourishes—constant give and take and mutual learning
