Piccadilly Distilleries, the masterminds behind Indri Single Malt Whiskey, India’s pioneering triple cask single malt, has reached an extraordinary milestone, propelling India to new heights in the global spirits market. The Indri-Trini edition has been praised as ‘the fastest growing single malt whiskey ever in the world’, an unprecedented achievement for both the brand and the nation.
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Breaking Records, Leading a Revolution
The Indri-Trini has passed the milestone of 100,000 cases within just 2 years of its launch, surpassing well-known competitors from Scotland, Japan and Taiwan. This exponential growth, boasting an astonishing growth of 599% over the last year not only breaks records but also disturbs the industry sound, making Indri the leader in premium spirits. The Indri has emerged as a symbol of Indian Excellence challenging the dominance of Imported labels and leading a revolution in the spirits industry. The brand has captured an Impressive 30% Market Share in the Industry.
A Symbol of National Pride
The significant success of Indri as a non-standard Indian brand was specifically addressed by Pranakit Malviya, CEO of Piccadilly Distilleries, as he emphatically commented, “Indri has become the pivot of the Indian market, which was once jammed by international brands. It was done and Indri stands like a symbol of national pride. It is not only a brand but a symbol of Indian excellence.
Global Acclaim and Recognition
Showcasing its unique qualities since its launch in November 2021, Indri has received over 25 prestigious international awards across the world such as ‘Best Indian Single Malt’. Some of the awards include ‘The World Whiskey Awards and the International Whiskey Competition’. The brand’s reputation has been further enhanced by awards such as “Asian Whisky of the Year” and a gold medal at the New York World Wine & Spirits Competition, positioning the brand on the world whisky map.
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Industry Outlook and Challenges
Indri’s success reflects broader trends in the Indian alcoholic beverages industry. According to credit rating agency ICRA, with domestic production contributing significantly to the market, the industry is set for better profit margins and increased sales in FY 2025. However, challenges such as diverse state tax rates and weather-related constraints pose significant obstacles to the industry. Additionally, the India-UK Free Trade Agreement (FTA) is expected to reshape the scenario of the alcohol sector in the country.
