Building an empire on 3-in-1 instant coffee mix

THERE is an old saying "nothing ventured, nothing gained" that is applicable to Singapore-listed Food Empire Holdings. Its chief executive officer Sudeep Nair spent most of his life turning the group's fledgling 3-in-1 instant coffee mix business into a familiar brand in Russia, a nation of traditional tea drinkers.

In 1994, Mr Nair, then a young executive from India in his mid-20s, took a leap of faith and followed Food Empire's Singaporean founder, Tan Wang Cheow, down the road less travelled and headed for Russia. Neither could speak Russian, but with luck and plenty of tenacity, the duo eventually gave Russia, and subsequently the Commonwealth of Independent States (CIS), an early taste of 3-in-1 instant coffee mix.

Food Empire started out as Future Enterprises. It was set up by Mr Tan in 1982 to distribute personal computers and PC-related products. By 1989, the company was selling everything from car alarm systems, television sets and other electronic goods to Russia. But thinning margins from its consumer electronic distribution business forced the group to leverage its Russian contacts to kickstart its food and beverage business. The first representative office was opened in Moscow in 1995.