Mumbai: Australia Essence, a global house of brands platform, today announced its entry into the Indian market with nine premium Australian brands, marking a significant milestone in strengthening trade and economic ties between the two nations. The platform has been co-founded by Tim Thomas, CEO, and Steve Waugh, Australian cricket legend.
The introductory portfolio showcases high-quality and innovative Australian products across categories: gourmet ingredients (Pukara Estate), specialty therapeutic honey (Bee-Fused Honey Co), ritual gifting with authentic Australian sandalwood (Silvalis), high-performance apparel (SA1NT and Star Grip Socks), sunglasses (Carve), premium alkaline water (Alka Power), protein-rich snacks (Blue Dinosaur), and plant-based dairy alternatives (OMG).
Australia Essence plans to expand further into food, beverage, wellness, and lifestyle segments, catering to India’s premium consumers with unique experiences and trusted supply chains that capture the true spirit of Australian provenance. Its hybrid go-to-market approach will combine retail partnerships, hospitality collaborations, and selective direct-to-consumer initiatives, ensuring long-term brand equity and scalability across metros and Tier-II cities.
At the launch, Tim Thomas, Founding CEO, Australia Essence, 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. With a large Indian diaspora in Australia and increasing cultural ties, this feels like a natural progression.”
Australia Essence estimates a serviceable market opportunity of AUD 500 million annually across its focus categories, within a broader AUD 5 billion premium consumer market. As part of its launch roadmap, the platform will roll out initiatives like the Australia Essence Pavilion and the Steve Waugh Gift Hamper to engage consumers and channel partners through immersive brand experiences.
With India’s consumer landscape rapidly transforming—driven by premiumisation and rising aspirations of the urban middle class—Australia Essence positions itself as the natural platform for premium Australian businesses to thrive in the market.
