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Indian Whisky Revolution: Fierce Rivalry with International Labels


Piccadily Distilleries, the maker of Indri whisky, plans to boost its production capacity by 66% to 20,000 liters (5,300 gallons) per day by 2025. According to founder Siddhartha Sharma, this expansion aims to reach beyond the 18 international markets that currently make up 30% of its sales.


Indian whisky brands like Indri, Amrut, and Rampur (by Radico Khaitan) compete with global giants such as France's Pernod Ricard and Britain's Diageo for shelf space.

Unlike many Asian countries where beer dominates alcohol sales, India is a whisky-loving nation. Analysts and industry experts say India's whisky market has been transformed by global recognition, growing wealth, and consumers exploring new brands, especially during the COVID-19 lockdowns.

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