MINOR strengthens beverage retail portfolio with GAGA Attitude-in-a-Cup
Minor entered into a joint venture transaction for 50.1% stake in GAGA Beverages (Thailand) Company Limited (“GAGA”), to own and operate their retail business. Founded in 2018 in Thailand, GAGA is a trend-leading beverage vendor. It stands out from its peers with a distinctive brand character, which is bold, fun and novel under the concept of “Attitude in a Cup”. The brand emphasizes creativity and transcends its peers with an innovative menu and design, that spans a variety of tea and non-tea beverage offerings. GAGA’s unique brand propositions, together with strong proficiency in marketing and customer engagement strategy, have become well-loved by its customers, landlords and business partners.
Dillip Rajakarier, CEO of Minor International commented, “We are very delighted to welcome this exciting beverage brand to our portfolio and to work together with such passionate and creative founders, who have rich experience in the industry. We look forward to new business opportunities and accelerated growth of GAGA throughout Thailand and internationally. GAGA’s beverage category will solidify and complement our existing food brand portfolio. Its members have strong engagement with the brand and is a testament to its brand strength. We will capitalize on this partnership to cement Minor Food’s leading position in Thailand’s restaurant and food retail industry.”
Anhul Chauhan, CEO of Minor Food, added, “Given GAGA’s strong brand recognition both offline and online, the brand has great potential to scale. Together with its ambitious founders, we aim to drive expansion on top of 29 existing stores. In addition to Thailand as the brand’s home-grown market, we can leverage on Minor Food’s strong international presence to bring the brand to other potential overseas markets in Asia and the Middle East.”