India Glycols Limited (IGL), a leading specialty chemicals and alcoholic beverages company, has entered India’s premium alcoholic beverages market through a partnership with Bangalore-based Amrut Distilleries.
IGL to handle Amrut distribution in north
The agreement grants IGL rights to produce, distribute, and sell select Amrut premium brands in North India.
Notably, IGL has signed a brand licensing agreement with Amrut, renowned for its premium Indian single malt whiskies, gin, and rum. The partnership includes popular brands such as MaQintosh Whisky, Old Port Rum, Bejoice XO Brandy, and MaQintosh White Label Whisky. Amrut will ensure quality consistency by overseeing blending and packaging.
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Meanwhile, Raju Vaziraney, Advising President for IMFL at IGL, stated, “The objective of this move is to leverage IGL’s strength in the sector at a time when the demand for premium alcobev products is at an all-time high. Through this partnership with Amrut, IGL plans to capture a double-digit market share in the relevant premium segment over the next couple of years.”
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However, India’s alcoholic beverages market is dominated by brown spirits, with whisky accounting for over 58% of IMFL consumption. Vaziraney noted, “Amrut has all these products in their premium portfolio. Against this backdrop, we chose to associate with the House of Amrut for our premium foray.”
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Reportedly, IGL’s existing facilities in Kashipur and Gorakhpur will support production. The company aims to build a presence in the premium alcohol sector, complementing its strong foothold in the regular segment with brands like Soulmate Whisky, Amazing Vodka, and Zumba Lemoni Citrus White Rum.
Further, Vaziraney added, “The agreement with Amrut completes a brand portfolio of IGL. The company will now focus on a wider product range and direct resources to make IGL a major player in the premium alcobev segment as well.” This strategic partnership enables IGL to tap into the growing demand for premium alcoholic beverages in India.
