Cricketing legend Steve Waugh takes guard for new India innings, this time as a businessman

Former Australian cricket captain Steve Waugh is stepping into India’s consumer market with an entrepreneurial venture. The cricketing legend, who earned admiration for his uncompromising batting style, has co-founded Australia Essence, a company that aims to bring premium Australian brands to Indian shoppers, The Times of India reported on September 11.

The business strategy is clear: build a “house of brands” platform that curates high-quality products from Australia and introduces them to India’s expanding retail landscape, said ToI's report (by Asmita Dey). The initial launch will see nine brands enter the market, spanning food, artisanal beverages, skincare and high-performance apparel.

The focus is on consumers willing to pay for quality and authenticity -- a growing segment that increasingly demands clean labels in food and beauty products.


Tim Thomas, chief executive of Australia Essence, told ToI that India’s “premiumisation wave” is not restricted to metropolitan elites. Digitisation, he said, has made aspirational goods accessible well beyond major cities, creating opportunities in urban middle-class households where disposable income and ambitions are rising.

For Waugh, this venture represents more than business. His bond with India stretches back decades. Deeply influenced by Mother Teresa, he has spent years supporting philanthropic causes in the country. Since 1998, his foundation has partnered with Udayan, a home for children whose families are affected by leprosy, and helped raise funds for Nivedita Bhavan, its girls’ wing.

Entrepreneurship too is not new to him. Waugh has already invested in Australian startups and says he will consider backing Indian ventures if the proposition is compelling.

Waugh's confidence lies in the relationships he has cultivated in India. “My area of expertise is contacts, networks, knowing people and putting people together,” he said, adding that cricket has instilled in him the perseverance he now brings to business.

The venture’s timing is crucial. India’s retail market is undergoing a structural shift as consumers look for better choices and are prepared to spend more on differentiated products. From premium coffee to niche skincare, segments once considered niche are now expanding rapidly. Australia Essence aims to occupy that space by positioning itself at the intersection of quality, aspiration and accessibility.

Waugh insists that this step takes him out of his comfort zone, but that is precisely why he finds it exciting. “I love doing deals, being involved with something new, it takes me out of my comfort zone. I love the challenge of being successful,” he said.

Though he has moved on from the cricket field, the sport remains close to him. He follows Test cricket and particularly enjoys watching Rishabh Pant, admiring his fearless approach to batting. He also expressed praise for India’s current Test captain Shubman Gill, who impressed him with his recent performances in England. From the past, he finds it impossible to single out one favourite, recalling names such as Sachin Tendulkar, Rahul Dravid and Sunil Gavaskar.