Stories
Radico Khaitan's Global Spirits Ambition: Elevating Indian Luxury Worldwide
- •Kunal Madan, CMO of Radico Khaitan, discusses the company's mission to position Indian spirits as global luxury brands, emphasizing provenance and craftsmanship.
- •Radico Khaitan's premiumization journey began a decade ago with Rampur Indian Single Malt, aiming to shift perceptions about Indian spirits internationally.
- •The strategy evolved from educating consumers about Indian whisky to letting the product's quality and unique Indian characteristics speak for themselves.
- •The company builds premium spirits like Jaisalmer Indian Craft Gin and Kohinoor Rum by integrating authentic Indian ingredients and maturation processes.
- •Radico Khaitan is expanding its premium portfolio in India, confident in the growing receptiveness of Indian consumers, especially Gen Z, to experimental and quality spirits.
Key Questions Answered
Launched about a decade ago, Radico Khaitan overcame initial skepticism in international markets by educating consumers on Indian provenance, homegrown barley, and unique climatic maturation. Through masterclasses, brand advocacy, and awards, the company established credibility before letting the liquid speak for itself.
Jaisalmer Indian Craft Gin incorporates 11 botanicals, with seven sourced directly from India. These native ingredients include vetiver, coriander, lemongrass, and Darjeeling tea leaves to emphasize authentic domestic provenance.
Younger consumers are increasingly experimental with taste profiles and cocktails, focusing on quality and different forms of consumption rather than just volume. This trend supports Radico Khaitan's broader premiumisation strategy by creating opportunities to innovate across categories.
