Elevating Indian Heritage Through Luxury Packaging

The packaging of a product like liquor has come to occupy prime space in the promotion and marketing sphere because consumers looking for luxury or premium products are as charmed with what they see as what they drink. This is why companies like Radico Khaitan Ltd. have been investing heavily in design, storytelling and sustainable materials so their products not only stand out on domestic shelves but also travel well, shares its President-International Business, SANJEEV Banga.

You have to fall in love with a bottle before you fall in love with the spirit inside and in the super-premium and luxury spirits market, that order is everything. In fact, for luxury brands, the most essential element is the story and how it complements consumer aspirations.

Consumers today are willing to experiment, but the product in terms of liquid, packaging and story need to deliver, if not exceed their expectations. “With all our luxury brands, our focus is to share the innovative product with a compelling story in world-class packaging, showcasing the Indian heritage and craftsmanship,” says Sanjeev.

Designing The Difference

Given this emphasis on storytelling, many factors come into play, each contributing to the luxury segment’s perceived value. For example, in the case of Radico Khaitan’s products, the underlying theme is that India is the land of mysticism, and therefore their packaging reflects this. “A lot of brainstorming happens between the internal team and our design agency, from brand name to final consumer pack. Both the brand name and the packaging need to showcase Indian culture and do justice to the unique liquid that is inside each bottle,” Sanjeev elaborates.

Kohinoor Rum and Jaisalmer Gin have set new benchmarks in luxury spirits’ packaging with their distinctive design elements. These visual choices convey both India’s rich heritage and a sense of modern sophistication to aspirational consumers in today’s premium alcoholic beverage landscape. The packaging depicts the story behind each brand and the blend. “Be it the diamond-shaped bottle of Kohinoor Rum as an ode to the real Kohinoor diamond or the black and gold bottles of Jaisalmer Gin reflecting the oasis in a desert with a refreshing, royal experience; they are truly symbolic with a narrative,” Sanjeev adds.

Sustainability: A New Luxury 

Sustainability is becoming central to luxury. For example, Radico Khaitan has removed gift boxes and paper labels for Jaisalmer Gin, which has attracted a positive response from consumers. Who choose brands that are sustainable. As Sanjeev Banga puts it, “At Radico Khaitan, we are well aware of our responsibility to protect the environment and constantly strive to make our processes and packaging more sustainable.”

Packaging Driving Desire

Beyond aesthetics, the tactile experience such as the weight of glass, embossing, or closure materials plays a powerful role in consumer perception. These elements enhance pride of ownership and elevate celebratory occasions for both domestic and global audiences.

“Apart from enjoying the prime placement in premium bars and retail spaces, our brands also enjoy a pride of place in home bars. This strong loyalty and pride of ownership extend beyond the Indian diaspora to mainstream consumers,” Sanjeev says.

Rampur, Sangam, Jaisalmer and Kohinoor are also preferred for gifting and for sharing the taste of India with the world. Their packaging has prompted many Indian brands to improve theirs. “This,” says Sanjeev, “is great for the Indian alcoholic beverage industry as a whole and reflects positively on Indian brand offerings on the international stage.”

Radico Khaitan’s packaging is comparable, if not better than, global brands and it supports sales growth as well, both within India as well as globally. “Today one feels proud browsing through the alcohol sections at duty-free shops in airports within India as well as overseas,” Sanjeev adds. Indian brands occupying prime shelf space and being chosen as consumers’ first choice is a great achievement indeed.