Radico to expand portfolio with more intl brands

Tipplers have reason to cheer as India's second-largest liquor manufacturer, Radico Khaitan, will soon introduce some of the world's best selling spirits brands to its portfolio through tie-ups with global firms.

"We are scouting for marketing tie-ups with international firms for introducing their top-selling brands in the domestic market to sell through our country-wide sales and distribution network," Radico Khaitan Managing Director Abhishek Khaitan told PTI without giving further details.

Radico, which has a marketing tie-up with California-based Ernest & Julio Gallo, also has a joint venture with UK- based Diageo Plc for the manufacture and sale of liquor products in India.

The company recently formed an international business division, which is headed by Ankur Sachdev, the former business development manager of William Grants & Sons for the Indian subcontinent.

The company now plans to introduce some international brands in categories such as single malt whiskey, tequila, vodka, blended spirits and wines.

"Our plan is to introduce one or two top-selling brands in each category through marketing tie-ups with foreign firms and we will also make these brands available in duty-free shops at international airports across South East Asia," Sachdev said, while declining to divulge the names of the firms, citing confidentiality.

He said although completing negotiations and formalities with all targeted firms may take a year, the company may introduce one or two brands in the next six months, as it is in advanced stages of talks with a firm.

"We will soon announce our first such tie-up and their brands would start rolling out... In the next six months, both in domestic as well as duty-free markets," he added.

According to industry estimates, the total spirits market in the country is around 200 million cases per annum. However, premium and international brands account for less than 2 per cent of the total market.

Radico Khaitan manufactures and markets brand such as 8PM Whiskey, Magic Moment Vodka, Contessa Rum and Old Admiral Brandy in the domestic market.