Putting India’s Single Malt On Global Map

Indian whisky has for a long period been the highest selling whisky in the world. It currently commands approximately half of the world’s whisky market. Unfortunately, most of the whisky is low budget and includes flavoured and coloured grain or molasses-based alcohol in varying quantities, perhaps blended with some malt whisky. However, some Indian whisky producers like Amrut Distilleries have garnered the attention of whisky enthusiasts worldwide with their innovative offerings. Ashok Chokalingam, Head – Distilling & International Sales, Amrut Distilleries, highlights the brand’s key to success.

The demand for single malt whiskies in India is rising due to increased consumer awareness, similar to trends in developed whisky markets globally. Additionally, with rising per capita GDP, more consumers can afford premium whiskies. In this context, Amrut Distilleries is one of its kind in India offering a wide range of single malt whiskies. It is well-positioned to ride this growth wave, and continue to innovate and expand its offerings. Moreover, Amrut Distilleries has experimented with unique barrels like port and sherry casks, bringing layers of complexity to the whiskies.

“We have established supply sources and visited cooperages and Bodegas from where the barrels come. We lay down our specific requirements and most of the time, these are fulfilled. Our approach is about working directly with trusted partners who understand our needs, ensuring the quality of the barrels align with our standards,” says Ashok.

The USPs

Amrut Distilleries’ whisky is seen as a hybrid of Highland Scotch single malts and Kentucky bourbons. One of its distinct features is its location. Amrut Distilleries is based in Bengaluru, a city blessed with unique climate that is not found elsewhere in India. “We are located at an altitude of 3,000 feet above the sea level, which creates distinct atmospheric pressure. Our climate is also characterised by low humidity and temperate conditions. These factors deeply influence the maturation process and the resulting liquid profile of our single malt whisky is unlike any other,” Ashok informs. “We understand the environment we work in and leverage it to its fullest potential. We have no plans to challenge or alter the maturation environment, but instead, we continue to work with what nature offers us,” Ashok adds.

As for the barrel types, Amrut Distilleries has experimented with everything, and no other distillery in India can match the variety it has in stock. The company is actively working on setting guidelines while standardisation is helping it in maintaining the quality and integrity of Indian single malts, which is crucial as the category expands. With the growing number of domestically produced single malts, the demand for malt whisky is on the rise.

So, how does Amrut Distilleries ensure a steady inventory, maintain production schedules, and consistently meet consumer demand? As Ashok defines it, this is a bit of a chicken-and-egg situation. “Currently, our demand is four times our supply. We have expanded our capacity to 1.2 million litres, and there are plans for further expansion. However, we take it one step at a time to ensure we meet the demand while maintaining the quality and consistency that the brand is known for,” he says.

The company has been working hard on maintaining its premium position with no compromises when it comes to quality through unnecessary discounting or devaluation. The brand believes it is at least 10 years ahead of its competitors in terms of innovation, variety, and brand depth.

The Roots

Founder JN Radhakrishna Rao Jagdale established Amrut Laboratories in Bengaluru in 1947 with an initial investment of a few hundred thousand rupees. The name ‘Amrut’ was derived from Sanskrit, meaning ‘nectar of the gods’ or ‘nectar of life’. The company translated it as ‘elixir of life’.

Following the liberalisation of alcohol licencing laws, distillery licences were easier to obtain. Jagdale took the opportunity to enter the liquor market by founding Amrut Distilleries Ltd. in 1948. Today, Amrut Distilleries operates as a subsidiary of the NR Jagdale Group, an Indian industrial group, based in Bengaluru. The first plant was a liquor blending and bottling unit, specialising in Indian Made Foreign Liquor (IMFL). The current main distillery was built in 1987, located on a fouracre site, roughly 20 kilometres from Bengaluru.

New Expressions

Amrut Distilleries offers whiskies ranging from $50-$2,000 per bottle, and its approach to consumer engagement is continuous. “We will keep expanding globally and within India to strengthen our relationship with consumers,” Ashok states.

What is important for the company is to remain true to its legacy. In that sense, it has consistently pushed the envelope with expressions like Amrut Spectrum, Naarangi, and Single Grain. Each new expression carries the Amrut DNA, but the external characteristics, such as cask types or aging processes, may vary. It currently has 49 expressions in its portfolio, and more are in the pipeline. The aim is to balance innovation with legacy, ensuring that every new creation honours the foundation that has been built while exploring new possibilities.