Teja Chekuri

Managing Partner at Ironhill India

The ‘Make in India’ initiative has had a positive impact on the entire beverage industry, including whiskey. At Ironhill India, we’ve seen first-hand how local production can drive innovation and quality. For whiskey producers, ‘Make in India’ encourages the use of locally sourced ingredients and traditional techniques, fostering a sense of pride and authenticity in their products. This initiative not only supports local economies but also positions Indian whiskeys as competitive on the global stage. Our experience with local sourcing and sustainable practices in microbrewing reflects the broader benefits that ‘Make in India’ brings to the spirits industry.

Vikas Suri

Vice President – Operations and Development at Lords Hotels and Resorts

The Indian whiskey market is booming, outpacing all other spirits. Distillers, both old and new, are producing high-quality whiskey to meet growing demand, keeping the market strong. With strategic moves by major players, the market is set for significant growth. Rare and collectible whiskeys are also becoming popular investments. Overall, the future of Indian whiskey looks bright.

Abhilash Matam

Director of Operations, Kochi Marriott Hotel

The ‘Make in India’ initiative has significantly impacted the whiskey industry, fostering growth, innovation, and economic development. Here’s a closer look at its effects:

Boost to Domestic Production

‘Make in India’ has boosted domestic whiskey production, encouraging existing distilleries to expand and new players to enter the market. This increase meets growing demand and reduces reliance on imports.

Foreign Investment and Joint Ventures

The initiative has made India more attractive to foreign investors. International whiskey brands are setting up local facilities and forming joint ventures with Indian companies, bringing advanced technologies and premium products to the market.

Improved Infrastructure and Supply Chain

Improved infrastructure under ‘Make in India’ benefits the whiskey industry by streamlining supply chains. Better roads, transportation networks, and storage facilities reduce distribution costs and times, enhancing efficiency.

Job Creation and Skill Development

The whiskey industry’s expansion is creating jobs in agriculture, manufacturing, marketing, and retail. The initiative also emphasizes skill development, ensuring a trained workforce to support the industry’s growth.

Promotion of Indian Brands

‘Make in India’ supports the promotion of Indian whiskey brands domestically and internationally. This helps Indian brands compete with global players, increasing their market share and reputation.

Innovation and Quality Improvement

The initiative fosters a competitive environment that drives innovation and quality improvement, ensuring Indian whiskeys meet international standards and boosting consumer confidence.

In summary, ‘Make in India’ is transforming the whiskey industry by enhancing production, attracting investment, improving infrastructure, creating jobs, promoting Indian brands, and driving innovation.

Amit Wadhera 

Director- F&B and Production Operations, THE Park New Delhi 

“The ‘Make in India’ initiative has significantly impacted the whiskey industry by encouraging domestic production and investment. The focus on local production has enabled companies to better align their offerings with Indian tastes and preferences while benefiting from reduced import duties and logistical costs​. 

At THE Park New Delhi, we proudly offer a selection of Indian single malt brands like Amrut, Rampur, etc. in our bars and restaurants. These exquisite choices have been exceptionally well-received by our guests, reflecting their growing appreciation for premium, homegrown whiskeys.

Several factors, including the surge in international awards for Indian single malts and a generation open to embracing local brands, have catalyzed the transformation of India’s whiskey industry.”

Ravindra Bhandari

Food And Beverage Manager, The Westin Pushkar Resort & Spa

Indian whisky brands are elevating small towns like Rampur, Jodhpur, Jaisalmer, and Indri onto the global stage, standing shoulder to shoulder with industry giants such as Pernod Ricard, Diageo, and Macallan. This growth is part of a cultural renaissance, with bottles that reflect India’s rich heritage and aspirations. Indri’s labels, adorned with gold Devanagari script, and Paul John’s bottles, featuring elephant motifs, exemplify the country’s history and artistry.

The unique characteristics of Indian soil and climate contribute to a distinct whisky production process, setting it apart from Scotland and other regions. Here are the key differences:

Climate: India’s tropical climate, marked by high temperatures and humidity, accelerates the aging process of whisky. This rapid maturation allows Indian whiskies to develop optimal flavor profiles in a shorter time frame (around 3-5 years) compared to other regions.

Soil Composition: The diverse soil types across India, including laterite, black cotton, and alluvial soils, affect the growth of barley and other grains used in whisky production. The mineral content and characteristics of these soils impart unique flavors to the whisky.

Water Sources: The water used in Indian whisky production often comes from local rivers and other sources, which have different mineral compositions compared to Scottish water.

Barley and Grain Varieties: Indian distilleries often use locally grown barley and other grains that are adapted to the country’s soil and climate. This results in different starch and protein levels compared to Scottish barley.

Overall, the combination of climate, soil, water, and barley varieties creates a unique environment for whisky production in India, leading to distinct flavor profiles that differentiate Indian whiskies from those produced in Scotland and other regions.

Monu Thankappan

Food & Beverage Manager, Le Meridien Gurgaon, Delhi NCR

Make in India: A Toast to Domestic Whiskey

“Make in India” has empowered the Indian whiskey industry. Local distilleries are thriving, creating jobs and boosting production. Reduced import duties on barley are fueling innovation, leading to a wider variety of high-quality domestic whiskeys.

This focus on local craftsmanship is fostering a unique Indian whiskey identity, attracting international attention. Consumers now have a wealth of exciting choices, from established brands to emerging craft distilleries.

“Make in India” raises the bar for Indian whiskey, making it a global player on the world stage while celebrating its distinct domestic heritage.

Pankaj Shinde

F&B Manager, Sayaji Pune

Indian single malt whiskey has made a history by giving a big surprise to global giants in sales for the first time by contributing 53 % of total sale for the year 2023.The success of Make in India brands has led to international giants like Diageo and Pernod Ricard entering the Indian market with their local brands. This signals a new era for the country’s whiskey industry. It’s not every day that such a feat is achieved. Indian whiskey makers have come a long way.

The popularity of make in India brands has prompted international giants like Diageo and Pernod Ricard, who primarily source their single malts from Scotland, to enter the Indian market with their own local brands. Diageo introduced Godawan in 2022, while Pernod recently launched its first Indian single malt, Longitude 77.

India is a fast growing and diverse market, and the younger audience is inclined towards, experimenting with niche products. It has observed that foreign brands are now feeling the pressure as Indian companies gain prominence in the market.

‘It’s time for Make in India’