Exuding Radiant Spirit

If Vicky Chand, Director, Radiant Manufacturers, had stuck to his job in the field of civil engineering, his life story would have been completely different. Instead, in an attempt to help his father manage the family business, he entered the alcoholic beverages industry. And then not content with the set routine, he experimented with ideas and projects that led to the launch of exciting whisky and rum products. Now, Vicky is all set to make their products reach out to customers outside north-east India and even beyond the Indian shores.

For those who love their alcoholic beverages, brands like Carlsberg, Tuborg, Dewar’s and Johnnie Walker are like household names. However, most consumers wouldn’t be aware of how they are associated with a company named Radiant Manufacturers. Radiant Manufacturers successfully launched these brands in the market, creating a space for them where there was none. Radiant Manufacturers is renowned as a custom’s bonded warehousing, and its establishment more than two decades ago was quite a big deal considering there weren’t many players in the space.

“Back then, our Assam’s custom’s bonded warehouse was among the top revenue earners in the nation in the segment, and even earned awards from the Customs Department,” informs the company’s Director, Vicky Chand. In fact, it is interesting to note that Vicky’s journey into the venture was quite unexpected. His father did not want him to join the family business because he thought it wasn’t the right path for Vicky.

So, Vicky spent some time as a civil engineer, dabbling in government contracts and working on different projects. “But then I saw my dad struggling to manage the business on his own and I couldn’t just stand by. So, I decided to join and help out,” he affirms.

New Ideas, New Products

Changing things in a family business, especially in legacy companies, can be quite challenging. One basically has to swim against the flow. One of Vicky’s initial major decisions was to start an HR, IT and digital security division. That became a game-changer, especially since no everything has gone digital. Another major contribution of his has been retaining interest among the team since that is pivotal for the success of any organisation.

“My vision for the company is to reach Rs 500 crore in annual transactions and establish a high level of corporate governance to become a listed company,” Vicky shares.

Inspired by the saying, “An idea can change your life,” Vicky has been instrumental in launching brands like Castle Hill and, Dark Knight—Small Batch Whiskey. This is a unique whiskey made from corn spirit that is distilled using water from Dhansiri, a tributary of river Brahmaputra. It traditionally uses a bamboo charcoal filter, and is matured on-site in Assam.

These whiskies match both American and European standards and customers are definitely responding positively to them. Moreover, considering that these beverages are produced in small batches, they appeal more to aficionados.

On similar lines has been the recent launch of Lost Treasure Coffee Rum, a unique addition to their portfolio. As Vicky describes it, “this rum was born out of a desire to innovate within a segment that is quite competitive and is dominated by some pretty big names.”

“We aimed to give rum a unique twist by blending cane, grain and malt spirits without adding any sugar, colour or artificial rum flavouring. The distinct coffee flavour comes from the cold brew process,” he elaborates.To bring this to life, the company joined hands with Pradeep Beer Gidwani, a long- time collaborator from their days of working with big beer brands.

Sound Advice

Pradeep Gidwani advised Vicky to zero in on the flavoured rum niche, steering clear of the more traditional rums. This advice was gold, which helped them to solidify the brand’s position in the market as a distinctive and appealing choice for those looking for something beyond the ordinary. Such innovations are backed by the company’s endeavour to keep pushing the boundaries of their comfort zone and keep trying new things to stay relevant.

“Since we are located in Assam and operating in the north-east region, we have to develop ‘glocal’ brands that think local and act global,” is how Vicky puts it. Another thing that has helped a lot is the involvement of John McDougall with the company as a consultant. John is a wizard of whiskies with over 50 years of experience in the field. He understands quality spirits and casks very well. Having him on the team is a huge win and his advice has allowed the company to challenge some pretty big names in the industry with their offerings. In fact, Vicky has always been a team player, which has reaped him good rewards.

Conviction for Charity

Alongside Vicky Chand’s big dream of making Radiant Manufacturers an international brand, he also takes time off for engaging in charity works. A recent initiative has been the setting up of the Spirit Foundation Charitable Trust. Along with Gagan Chand Foundation, a charity his father runs, they have set up a free medical outpost in Khat Khati. The aim is to provide medical aid and comprehensive community support in the area. The foundation is also responsible for distributing books and stationary to children in the region, thus making a tangible difference to the lives of the people.

The Journey Ahead

In the next five years, Vicky anticipates steady, compounded growth—nothing too flashy, just
solid progress. Given the dynamic landscape of the alcoholic beverages industry, he is excited about some new things on the horizon. For one, he hopes to export the company’s products outside of north east India and also make Radiant Manufacturers a global brand.

Vicky is also looking forward to more favourable policy decisions — one nation-one tax, same pricing of same alcobev products across India — and for a more unified Indian alcobev market, all of which is expected to help strengthen the company’s position in the industry even further.

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