Tag Archives: Indian Whisky Market

Indri Becomes India’s Largest-Selling Single Malt, Crosses 2 Million Bottles in 2024

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Indri, the single malt whisky from Piccadily Agro Industries, sold 2.04 million bottles (approximately 1,70,000 nine-litre cases) in 2024, placing it as the best-selling single malt in India. Of this, 1,24,000 cases were sold domestically and 46,000 were exported. The International Wine & Spirits Record (IWSR) confirms these figures and ranks Indri as the leading malt whisky in the Indian market.

The brand’s lineup includes expressions such as Indri-Trini (three-wood matured), cask-strength Indri-Dru, the Diwali Collector’s Editions, and the Founder’s Reserve 11-Year-Old. These expressions have received recognition at global spirits competitions.

PAIL’s distillery in Indri, Haryana covers 168 acres and produces malt, extra neutral alcohol (ENA), ethanol and white crystal sugar. Besides Indri, the company also offers blended malts and Camikara, an aged sugarcane juice-based rum.

Launched in 2022, Indri has witnessed rapid growth, strengthened by both domestic momentum and expanding export reach. The company now aims to place the brand among the world’s top five single malts in the coming years.

With growing global demand for Indian spirits and a shift toward premiumisation, Indri’s performance highlights how India’s single malt segment is steadily carving its place on the international whisky map.

Radico Khaitan, Nikhil Kamath Invest in SRK & Aryan Khan’s D’YAVOL Spirits

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  • First Launch to be Premium Tequila
  • In 2022, Aryan Khan and Bunty Singh had launched luxury apparel and small-batch spirits
  • Radico Khaitan acquires 47.5% of D’YAVOL for Rs 40 crore

Radico Khaitan, one of India’s largest alcoholic beverage players, and Zerodha co-founder Nikhil Kamath have joined forces with Bollywood icon Shah Rukh Khan and his son Aryan Khan to scale up D’YAVOL Spirits, a luxury alcohol venture set to debut with a high-end tequila.

Launched in 2022 by Aryan Khan and Bunty Singh as a lifestyle label, D’YAVOL first offered luxury apparel and small-batch spirits, later expanding into fashion with D’YAVOL X. The new spirits-focused entity will operate independently under CEO Leti Blagoeva.

The strategic alliance brings together Radico Khaitan’s manufacturing and distribution scale, D’YAVOL’s premium brand positioning, and Kamath’s consumer market expertise. The company will focus on “bottled-in-origin” international products, targeting affluent consumers in India and overseas.

Radico Khaitan has acquired 47.5% of D’YAVOL for Rs 40 crore, making it the largest shareholder. Apart from the Khans, the other founders of D’YAVOL are their friends Harprit Singh and his wife Leti Blagoeva who is the CEO, the total holding comes to 47.5%. Nikhil Kamath has invested 5% in D’YAVOL Spirits.  

“With D’YAVOL Spirits, we are entering a bold new chapter—merging our blending, marketing, and distribution strengths with the charisma of Shah Rukh Khan, the entrepreneurial vision of Aryan Khan, and Nikhil Kamath’s disruptive approach,” said Abhishek Khaitan, MD, Radico Khaitan. “This is a long-term investment that aligns with our growth strategy while opening new avenues in luxury spirits.”

Khaitan added that Radico had no plans to enter tequila, “but when conversations happened with Shah Rukh… and when we saw the product created by them, we decided to partner with them.”

The first product, a premium tequila, is expected to hit the market within months, possibly before the fiscal year ends. Over time, the portfolio will expand to include more internationally sourced, high-end spirits.

Shah Rukh Khan said, “Every great idea needs the right energy behind it. With Abhishek’s experience, Nikhil’s passion, and our creative instinct at D’YAVOL, we are building something bold, relevant, and future-facing.”

India’s alcoholic beverage market is steadily moving upmarket, fueled by rising incomes and evolving tastes. Industry leaders are increasingly investing in design, provenance, and global appeal to capture the growing premium segment.

Radico Khaitan—known for Rampur Indian Single Malt and Magic Moments Vodka—has been expanding globally. The company says D’YAVOL Spirits will run alongside its existing portfolio, aiming squarely at younger, aspirational consumers.

Legacy, Bacardi’s first ‘Made-in-India’ whisky, announces pan-India expansion

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Marking a milestone in India’s brown spirits segment, Bacardi in India announces the pan-India expansion of Legacy, its first-ever made-in-India whisky. Following its success in debut areas, the whisky will now reach new markets across Goa, Pondicherry, Jharkhand, Odisha, Meghalaya, Assam, Tripura, Arunachal Pradesh, Kerala, and Rajasthan – highlighting Bacardi’s commitment to India, one of its fastest-growing markets globally.

Introduced in 2022, LEGACY offers a one-of-a-kind blend of Indian and Scottish malts with Indian grains, delivering a smooth, balanced whisky tailored to the discerning Indian palate. Embodying the culture and passion of India in its flavour, make and narrative, the whisky has received an extraordinary response since its debut. Capitalising on the positive momentum, this expansion represents a strategic investment in Bacardi’s ambitious vision for growth in the country.

Elated to announce the expansion of LEGACY, Vinay Golikeri, Managing Director, Bacardi in India, said, “Our unwavering commitment to creating exceptional experiences for the discerning Indian consumer has established a legacy of excellence in innovation – one that we aim to uphold with each and every one of our offerings. Legacy, our inaugural premium Indian-made whisky, has resonated deeply with new-age enthusiasts seeking quality, homegrown expressions – driving us to amplify our investments and expand Legacy nationwide. This expansion not only fortifies our brown spirits portfolio in the country but also underscores our dedication to exceeding Indian consumers’ expectations with each new market unlocked in this thrilling journey.”

India is one of the fastest-growing alcoholic beverage markets globally. For locally made whisky, the consumption is at an all-time high, having risen tenfold in the past 30 years and doubled since 2010 (IWSR 2023). Strengthening the presence of LEGACY across the country, Bacardi’s investments in the market will help the alcobev giant tap into the large consumer base seeking options in the premium Indian whisky segment.

Sharing her excitement, Ayaesha Gooptu, Category Head, Domestic Browns & RTD, Bacardi in India, said, “India’s whisky-loving community is thriving, especially when it comes to local whiskies, which are enjoying record-high consumption nationwide. Our newest innovation, LEGACY, blends Indian and Scottish malts with Indian grains, creating a distinctively Indian taste that has quickly won over India’s vibrant whisky loving community. With their affinity for quality homegrown spirits on the rise, we are thrilled about this new leg of our journey in strengthening the legacy of brown spirits across the country, with our crafted in India, for India innovation – Legacy.”

Legacy is available in three sizes (750ml, 375ml, and 180ml) in key markets across Haryana, Punjab, Uttar Pradesh, Rajasthan, Jharkhand, Meghalaya, Assam, Tripura, Arunachal Pradesh, West Bengal, Odisha, Maharashtra, Telangana, Kerala, Pondicherry and Goa – showcasing Bacardi’s commitment to India as one of its top priority markets worldwide. The made-in-India premium blended whisky was also recently awarded ‘Best IMFL Premium Whisky’ at the 16th edition of the mega alcobev event, INDISPIRIT 2024.