Abhishek Tripathi is Calling the Shots

Living in 2025 is no longer just about the basics of rest, fuel, and work, but rather a coherent balance of hustle, nourishment, mental well-being, travel, health, and celebration. Just as nature and technology continuously evolve, so does the very concept of lifestyle, shifting with the times and the collective tempo of society. In fact, lifestyle has become an industry in itself; a carefully curated sector that thrives on products, tools, and services designed to enhance experiences and elevate moments. To succeed in such a field requires more than just an understanding of consumer behaviour, it demands an intuitive grasp of the subtleties that shape people’s lives, from their ever-changing needs to the intricacies of the moments they seek to create. It calls for a deep appreciation of evolving trends, a sensitivity to the diversity of lifestyles, and the ability to connect with people in ways that resonate beyond transactions. To explore the complexities of this dynamic industry, Masala spoke with a seasoned expert who understands its fluid nature, Abhishek Tripathi, Chief Operating Officer of Italasia Group, to gain insight into the shifting landscape of lifestyle, his expertise in the eld, and a glimpse into the life he himself leads.

Tell us about your upbringing.

My childhood was interesting, to say the least! I grew up in a military family, so we moved around quite often. My father was a Judge Advocate General in the Air Force, my mother was a teacher, and my older brother followed in my father’s footsteps, also joining the Air Force.

Home was wherever the Air Force sent us, so we moved every few years. I had the incredible opportunity to live all over India, experiencing diverse cultures from Delhi to Bangalore, Shillong, and even Nagpur. With each move came a new home, a new school, new friends, and the exciting challenge of adapting to different languages, customs, and ways of life. This constant change instilled in me a love for exploration and discovery, allowing me to embrace new experiences with open arms.

Were there any particular influences or role models who sparked your interest in this sector?

My career path wasn’t exactly a straight line, but a collection of key influences that shaped me. Personally, my father was a huge role model. His unwavering commitment to discipline—always doing the right thing at the right time—and his selfless dedication to serving his institution and empowering those around him left an indelible mark on me.

Beyond that, growing up, we were always attending social gatherings – or as we called them “parties.” These get-togethers weren’t just for fun, but they taught me how to connect with people and the importance of courtesy and etiquette. Moving around different cities also meant I got to try various sports like squash, swimming, and tennis, alongside a bubbly social life. All of this nurtured my appreciation for a dynamic lifestyle, which led me to where I am today.

From your upbringing, did you always know you wanted to work in a global business environment, or did your career aspirations evolve over time?

While I always loved change and adapting to new situations, my career goals evolved quite a bit over time. My childhood involved a lot of moving and adapting, which, combined with my extroverted personality and my upbringing in a military environment, made me want to work in organisations that offered new opportunities and the chance to work with like-minded people. That’s why I was drawn to international companies that were coming to India, as they offered opportunities to work both in India and globally. My career has been a journey, and I have learned so much from all the different experiences.

Your journey spans multiple industries and countries. How have your experiences in India, the Philippines, and now Thailand shaped your approach to leadership and business strategy?

Living and working in India, the Philippines, and now Thailand has really shaped how I lead and think about business. For me, leading starts with knowing what your purpose is and being true to yourself. Early on, I realised my purpose was to help people grow and make a positive difference in their lives. I try to do this by giving people opportunities to flourish, challenging them to go beyond their comfort zones, and helping them build confidence so they can reach their full potential. This is what I focus on as a leader. Also, being exposed to different cultures, work styles, and viewpoints has broadened my perspective and helped me fine-tune my leadership style. At the end of the day, a business strategy is only as good as the team that brings it to life.

With Italasia Group being a key player in the importation and distribution of wines and premium spirits, where do you see the market for these products heading in the next 5 years, particularly in terms of new trends or shifts in consumer preferences?

Italasia Group is involved in a lot more than just wines and spirits. We also handle flavoured syrups, coffee, hospitality, and premium mineral water. Plus, we have our own stores in Thailand that specialise in wines and spirits.

Looking ahead, I see some exciting changes in the market. People are becoming more knowledgeable about what they drink. They want to learn about winemaking, different wine regions, and the differences between various types of spirits. This drives demand for new and interesting products, transforming the point of purchase from a mere transaction to an experience. While Thai consumers still value brands, they are also willing to invest in curated experiences. This is backed by Bangkok’s flourishing cocktail bar scene, which ranks among the best in Asia. Also, people are becoming more health-conscious, so there’s a growing demand for non-alcoholic and low-alcoholic options, although this is still a relatively new area. Ultimately, I think brands that provide great experiences and build real connections with customers will be the most successful. While different categories of drinks will grow at different rates, I expect the overall alcohol beverage market in Thailand to keep expanding in the next five years.

What has been the most challenging aspect of managing operations, and how do you ensure the integration of a portfolio of products under one brand?

One of the biggest challenges is managing our wide range of products across a diverse portfolio and categories. As a result, we need to find the most effective way to best reach our customers, through various sales channels and methods.

That said, I believe this challenge of a diversified portfolio also presents a significant opportunity. At Italasia, we strive to be a convenient “one-stop shop” for our customers, especially in the hotel, restaurant, and retail sectors. To achieve this, we constantly have to listen to our customers and ensure that we are offering what they want over time and as trends change. With over 60 years in the business, Italasia has built a reputation as a reliable and trustworthy partner. Our experienced team and their knowledge of the industry have definitely been key to our growth and success.

Your experience spans both large global corporations and regional roles. How do you balance the international vision with the nuances of local markets?

In the lifestyle industry, especially with alcoholic drinks, it’s crucial to understand the local market. You need to really get how people consume when they consume, and how they like to have their drinks served. For example, in Thailand, because it’s so hot, people tend to prefer long, refreshing drinks, often just a simple mix with soda. If you don’t understand these things, it’s very hard to succeed. So, I believe it’s essential to be the “eyes and ears” of the market. This means making sure that what we learn from the local market is reflected in the company’s goals and that we’re flexible enough to adapt any global or regional plans to fit the local needs and nuances.

From your extensive experience across the beverage sector, what key differences have you noticed, particularly in relation to demand between Indian and Thai markets?

Having worked extensively in the beverage industry, I’ve noticed some interesting differences in what people want in India and Thailand, especially when it comes to the types of drinks they prefer and their drinking habits. That said, before diving into the differences, let’s first look at the similarities. For instance, people in both countries are increasingly aware of global brands, which often symbolise status and something to aspire to. Both countries are also seeing more growth in the wine category, and local spirits tend to be the most popular. Also, in both markets, people mostly drink at social gatherings with family and friends, like parties, weddings, birthdays, and anniversaries.

As for differences, certain types of drinks are much more popular in one country than the other. For example, India is the world’s biggest market for whiskey—a preference influenced by the large population, historical colonial influences, and the portrayal of lavish lifestyles with well-stocked whiskey bars in Bollywood films. On the other hand, Thailand is mainly a beer market. This is due to how easy beer is to drink, the hot weather, and the influence of Western tourists. Interestingly, beer in Thailand is often served with ice, a practice enjoyed by locals that helps maintain its refreshing, ice-cold temperature.

In terms of business acumen, what advice would you offer to younger professionals in the community aspiring to break into the corporate world, particularly in industries like beverages and distribution?

My advice to young professionals wanting to get into the corporate world, especially in industries like beverages and distribution, is to stay curious, stay connected, and stay engaged. In the end, it’s your passion for learning and building relationships that will really make you stand out. While it’s definitely helpful to know about different types of drinks, especially when dealing with F&B managers and people in the industry, you’ll really gain the expertise you need through on-the-job experience and continuous learning.

Are there any particular values that you hold dear, that guide your professional life?

At my core, I’m guided by authenticity, curiosity, and accountability. Authenticity lets me be myself, overcome fears, and embrace vulnerability. Curiosity fuels my drive to explore beyond my comfort zone and venture into uncharted territories. Lastly, accountability keeps me grounded. These values are my ‘north star,’ guiding me in all aspects of life, both personal and professional.

On a personal note, when you’re not navigating the corporate space, what hobbies or passions help you unwind and maintain balance?

Balancing work and family is a constant juggling act, and I often feel guilty during the week for not spending enough time with my family. We’re blessed with triplets, two daughters, and a son, so weekends become our sacred family time. When I nd a few moments for myself, I like to recharge with good music, cricket (I’m a die-hard fan), and morning runs. These moments of joy are what make my life complete, kind of like the special ingredients that make up your perfect drink.