India’s premium consumer market is expanding beyond luxury fashion and cars to everyday categories, such as food, wellness, and lifestyle. Artisanal snacks, craft coffee, and plant-based dairy have moved from niche to mainstream, driven by the urban middle class seeking provenance, quality and purpose in what it consumes.
It is into this landscape that Australia Essence — a house of brands co-founded by former Australian cricket captain Steve Waugh and entrepreneur Tim Thomas — made its Indian debut.
“For us, the idea was simple. Australia has something unique to offer, and we wanted to give family-owned, intergenerational businesses a platform to scale in markets like India,” says Tim, founding CEO of Australia Essence.
Conscious luxury for a new market
The company’s proposition rests on what Tim calls conscious consumption. In his view, Indian consumers are asking sharper questions about where products come from, how they are produced, and whether they meet credible standards of quality and sustainability.
“Conscious consumption in India is increasingly about ethical supply chains, genuine certifications for organic or clean products, and social governance standards,” Tim explains. Families, he adds, are also more mindful of what they feed their children. “Convenience matters, but so does nutrition. That’s where we see intentional snacking and premium products coming into play.”
This idea of conscious luxury positions Australia Essence against both local innovators and global competitors, with authenticity and provenance as its differentiators. Steve frames the venture in terms of a generational shift. “I think younger Indians are far more aware of what they eat, how products affect their health, and whether they are environmentally responsible,” he says. “That’s what makes this the right time for us to introduce authentic Australian brands here.”
A curated portfolio
The launch portfolio spans nine brands: gourmet olive oil from Pukara Estate, therapeutic honey from Bee-Fused Honey Co, ritual gifting with authentic sandalwood from Silvalis, high-performance apparel from SA1NT and Star Grip Socks, sunglasses from Carve, alkaline water from Alka Power, protein-rich snacks from Blue Dinosaur, and plant-based dairy alternatives from OMG.
For Steve, the connection with India goes back decades. That familiarity has shaped his role at Australia Essence. “I have had so many people in Australia over the years ask me how to get into India,” he recalls. “I did the best I could to help, but without a proper team it was difficult to make it happen.” He adds, “I am not going to put my name to something I don’t believe in. Every brand we’ve brought in is one I have personally tried and can vouch for.”
Strategy and scale
Australia Essence is entering India with a hybrid go-to-market strategy. Initial pilots will focus on Mumbai and other metro cities, with rapid expansion through online channels and retail partnerships. Hospitality tie-ups are also on the cards, alongside curated experiences such as the Australia Essence Pavilion and the Steve Waugh Gift Hamper.
A hamper from Pukara Estate
| Photo Credit:
Pukara Estate
The company estimates a serviceable market opportunity of AUD 500 million annually across its chosen categories, within a broader AUD 5 billion premium consumer opportunity. “If we present globally niche, culturally grounded propositions, that will matter more than price,” says Tim, acknowledging India’s price-sensitive reputation.
Steve puts it in cricketing terms: “Like the game, it’s about putting in the hard work and perseverance. You’ve got to play the long innings here. If the brands are consistent and deliver quality, Indian consumers will back them.”
Building cultural bridges
Beyond commerce, the venture is positioned as an extension of ties between India and Australia. Cricket has been the most visible bridge.
“India has given me so much, both on and off the field,” he says. “If people trust me, then I want to repay that trust by bringing in brands that genuinely deliver. But ultimately, it’s not about me. It’s about showcasing Australia’s best to Indian consumers in a way that builds lasting connections.” Steve also links the venture to his own journey towards mindful living. “As I get older, I’ve become more aware of my health. I do Pilates, I exercise regularly, I watch what I eat.”
Published – September 11, 2025 04:42 pm IST