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Local Brands Domestic labels and Indian Whiskey Brands are establishing their presence in both the Indian and Global Markets

Industry experts are noting the rise of local brands, domestic labels, and Indian whiskey brands as they make their mark in both the Indian and global markets.

Industry experts are noting the rise of local brands, domestic labels, and Indian whiskey brands as they make their mark in both the Indian and global markets.

Managing Partner at Ironhill India

Homegrown brands, including those in the whiskey sector, are leveraging authenticity, quality, and innovation to carve out their market share both domestically and internationally. At Ironhill India, we’ve successfully built our brand by emphasizing the uniqueness of our products and creating memorable experiences for our customers. Similarly, Indian whiskey brands are gaining recognition by highlighting their distinct flavors and production methods that reflect India’s rich heritage. Collaborations with international distributors and participation in global spirits competitions help increase visibility and credibility abroad. Domestically, engaging storytelling and immersive experiences, such as distillery tours and tasting sessions, are crucial in building a loyal customer base.

Head of Department – Food & Beverage, Lexicon Institute of Hotel Management, Pune

The liquid Sunshine is witnessing golden time in the history of Indian brown spirit industry. Indian whiskies are making mark all over the world from last decade and are getting more popular amongst whisky lovers around the globe. Thanks to brands like Paul John, Amrut, Indri, Rampur and many more, their focus on producing high-quality spirit with smooth & elegant flavors that appeal to brown spirits lover.

Whisky is being produced around the country, from the foothills of the Himalayas to flat terrain of Bengaluru in the south to near the coastline of Goa.

The availability of great quality raw material and suitable climatic condition, is significantly adding value to Indian whiskies in different ways.

Indian Whiskies are comparatively getting aged faster due to tropical climate resulting in a top-quality alternative to imported whiskies around the world.

Cheers to the spirit of Indian Liquid Sunshine!

Director of Operations, Novotel Kolkata Hotel & Residences

A. It’s intriguing to explore how homegrown Indian whiskey brands are carving out their market share both domestically and internationally. Currently, many of the well-known domestic brands are positioned in the luxury category, which limits their market share due to their premium pricing. To truly capture a larger segment of the market, there’s a pressing need for Indian brands to develop and promote mid-range whiskeys. These mid-range offerings have the potential to drive higher volumes and reach a broader audience. By balancing quality with affordability, Indian whiskey brands can not only solidify their presence in the local market but also make significant inroads on the global stage, appealing to both connoisseurs and casual drinkers alike.

Restaurant and Beverage Operation Manager, Grand Hyatt Mumbai Hotel and Residences

  • Targeting Indian diaspora: The Indian diaspora is a significant market for homegrown brands often focusing on demographic, leveraging their familiarity and nostalgia for Indian products
  • Strategic partnership and distribution: Forming alliances with established distributors and retailers in foreign market
  • Cultural and brand story telling: Emphasizing the unique Indian heritage and the story behind each brand resonates well with International consumers
  • Trade shows and expos: Participating in International trade shows, expos and tasting events provide exposure and allows brands to network with distributors, retailers and consumers

Food & Beverage Manager, Hyatt Regency Dharamshala Resort

Homegrown Indian whiskey brands are making waves in both domestic and international markets through a combination of heritage, innovation, and strategic marketing.

In India, they leverage cultural roots and local preferences to offer quality products at competitive prices, capturing a growing middle-class market. Through social media, celebrity endorsements, and cultural themes, they attract younger consumers.

Internationally, these brands leverage their unique flavors and production methods to stand out in the premium spirits category, tapping into the global trend towards authenticity and craftsmanship. By participating in international competitions, forming strategic partnerships, and aligning with the rising popularity of Indian cuisine, they are steadily expanding their market share and establishing themselves as formidable contenders in the global whiskey market.

Renowned Brands like Indri, Amrut, Paul John, and Rampur are prime examples of these tactics, attaining notable success on both domestic and international scales.

Restaurant Manager, Double Tree by Hilton Pune-Chinchwad

I would like to express how domestic single malts are changing the market. Since we are in the hospitality industry, we always emphasize single malts. We offer more than 14 to 20 varieties of single malts, all produced in India. As a professional with years of experience in the industry, I consistently recommend three Indian single malt brands: Amrut, Paul John, and Indri.

Indian whiskies are becoming more familiar and popular, especially among foreigners, despite being comparatively costly. These three brands have elevated the appreciation of single malts to a new level.

Amrut began its journey in distillation in 1948 and launched its Indian single malt in 2010. Now available in 44 countries, including Scotland—where the best whiskies are traditionally believed to come from—Amrut has established itself globally.

Paul John, founded in 1996, grew rapidly and was awarded the World Whisky Award in 2020. Their single malts have gained international acclaim, further enhancing the reputation of Indian whiskies.

Indri, India’s first triple cask single malt whiskey, began its business in 1953. The company entered the alcohol production industry in 1994 after purchasing a sugar mill. In 2021, Indri launched its first single malt whiskey. Despite its short time on the market, Indri has become famous and plays a vital role in the revolution of Indian whiskies.

F&B Manager, Courtyard by Marriott, Gurgaon

“Indian whisky brands have carved a distinct niche both domestically and internationally by focusing on unique flavour profiles and cultural authenticity. Leveraging India’s rich heritage in spirits production, brands like Indri, Godawan, Amrut and Paul John have transcended borders, gaining acclaim and expanding their market share. Their success is underpinned by a commitment to quality and innovation, resonating with a global audience increasingly eager to explore diverse whisky traditions. This recognition is a testament to India’s growing influence in the global spirits market.”

Head Mixologist, Saz, Mumbai

Indian whiskey brands are making a significant impact both domestically and internationally due to their high-quality products. Producers are maintaining excellent standards and using premium ingredients. Notable Indian whiskey brands include Paul John, Amrut Single Malt, Woodburn’s, Godawan, and Kamet. These brands exemplify the exceptional quality that is elevating the reputation of Indian whiskey worldwide.

As Indian single malts continues to outperforming their international counterparts, the future seems as rich and promising as very much as a well-aged whiskey. The world’s eyes are on India and this sentiment is totally echoed in the single-malt and premium alcohol space shift in single malt industry is a proud moment for India development has recently begun the market has adequate space for global and homegrown brands

Harry Simon Peter, Beverage Manager – BLVD Club



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