The landscape of global premium spirits is witnessing a remarkable shift, with Indian brands emerging as powerful contenders on the world stage. Leading this charge is Indri single malt whiskey from Piccadily Distilleries, which has garnered prestigious international accolades and expanded its presence to 28 countries since its launch in 2021.
The Award-Winning Journey of Indri
Launched just a few years ago, Indri single malt has rapidly ascended to global recognition. The brand has secured top honours, including the Best Indian Single Malt at the World Whiskies Awards 2024 and the coveted Best World Whisky at the Las Vegas Global Spirit Awards 2025. This success story represents a significant milestone for Indian spirits, a category that has historically seen few brands achieve genuine global reach.
Authentic Storytelling: The Core of Brand Building
According to Shalini Sharma, head of marketing at Piccadily Agro Industries Ltd, the secret to building a successful global brand lies in sticking to the basics of storytelling. She notes that today's consumers are far more experimental and discerning than they were two decades ago. Beyond just purchasing a bottle, they seek provenance and a narrative they can connect with.
Sharma emphasizes that building spirits brands rooted in Indian traditions requires embracing indigenous grains and the unique tropical local climate. This approach gives the spirits their distinctive depth and complexity. There is growing pride in homegrown excellence, with Indians taking pride in global brands made in their own country.
Expanding the Portfolio with Indigenous Roots
The company's strategy extends beyond whiskey to other spirits deeply connected to Indian heritage. Their Camikara rum highlights India's 5,000-year-old history with rum, typically associated with the Caribbean. More recently, they launched Cashmir vodka in May, which utilizes a heritage wheat grain called sonamoti, rediscovered for its unique character despite not being a high-yield grain.
Navigating Modern Challenges
Despite trends showing younger consumers, particularly Gen Z, reducing overall alcohol consumption, India remains the second-largest brown spirits-drinking nation. The company addresses this shift by focusing on quality over quantity, highlighting that their products are non-GMO, organic, and gluten-free.
Facing strict alcohol marketing regulations in India, the company has shifted its focus to experiential storytelling. This includes exclusive tasting sessions and strategic collaborations, such as one with Warner Bros for their House of the Dragon series, rather than mass market events.
When asked about recent social media buzz concerning the company's promoters, Sharma maintained that the brand is the result of hard work by 2,000 employees and that such challenges do not deter their mission to build world-class global brands from India.
