Highland Distillers Weighs Local Arm

Scotland-based Highland Distillers is weighing options to set up a subsidiary in India. Currently, the company operates through a liaison office in New Delhi.

Dinesh Jain, managing director of Highland Distillers, said: "We do not rule out the possibility of setting up a subsidiary in India. However, we can not specify the time frame for the plan."

The company has identified India as a potential business centre, besides Turkey and Mexico. It is planning to launch its whisky brands in the country in the coming months.

Recently, the company forayed into the retail market by launching its flagship scotch whisky, Famous Grouse, in Chandigarh. Today it launched the brand in Mumbai also.

So far, the company has been only marketing and distributing the products through ITDC's duty-free shops, premium hotels and restaurants in the country.

The company plans to tap the scotch whisky market in the country and will soon go in for a national launch of Famous Grouse by the end of this fiscal. Priced at Rs 1,835 for a 750 ml bottle, the whicky is targetted at the premium segment, which is estimated to be about 2 million cases.

The company also intends to bring in a few other whisky brands from its international basket, which includes The Macallan, Highland Park, Buunnahabhain, Tamdhu, Glenturret and Black Bottle.

The company has entered into an alliance with the UK-based Drambuie Liqueur Company, whereby Highland will distribute and market the latter's products in India.

The company has tied up with the New Delhi-based Embassy Stores, a distributor of imported liquor to embassies and diplomats, as its strategic partner for developing retail business. "Based on the government's policies, we will extend Famous Grouse to other areas," said Gautam Khanna, partner, Embassy Stores.