Australia Essence forays into India with nine premium brands

Australia Essence plans to scale up across food, beverage, wellness, and lifestyle to offer India’s premium customers

Australia Essence, a global house of brands platform, has announced its entry into the Indian market with nine premium Australian brands, marking a significant step in strengthening trade and economic ties between the two nations. Australia Essence was founded by Tim Thomas, CEO, and Steve Waugh, Australian Cricket Legend.

The introductory brand portfolio includes high-quality and innovative Australian products across gourmet ingredients (Pukara Estate), specialty therapeutic honey (Bee-Fused Honey Co, premium alkaline water (Alka Power), protein-rich snacks (Blue Dinosaur), and plant-based dairy alternatives (OMG).

Building on this, Australia Essence plans to scale up across food, beverage, wellness, and lifestyle to offer India’s premium customers unique experiences and product features that mark the true spirit of Australia in provenance and trusted supply chains.

Through a hybrid go-to-market approach combining retail partnerships, hospitality tie-ups and selective direct-to-consumer initiatives, Australian Essence will build long-term brand equity for Australian product owners which have enjoyed popularity and success in the Australian market and other premium markets. A structured and deliberately strategic market entry approach is designed to ensure scalability across metros and Tier-II cities, as digital adoption continues to accelerate demand for premium offerings nationwide.

At the launch of the Australian Essence Tim Thomas, Founding CEO, said, “India is one of the most dynamic consumer markets globally with the premiumisation economy as a key growth engine. With Australia Essence, we are bringing more than distribution; we are building a cultural pathway for Australian brands to thrive here. Our focus is on authenticity, storytelling and execution excellence, ensuring long-term success for our portfolio in India. There is so much that naturally binds our two nations together, and we believe this platform can help translate the trust in the relationship to tangible commercial outcomes.”

Steve Waugh, Cricket Legend and Co-Founder of Australia Essence, added, “Australia and India share a deep connection built on mutual respect , culture and of course cricket. With Australia Essence, our aim is to go beyond commerce and build meaningful bridges between our two nations. I’m excited to showcase Australian brands that represent quality, integrity, and authenticity to India’s new generation of aspirational consumers. The potential of our relationship with India is extraordinary, opening up one of the world’s fastest-growing markets.”