A Partnership of Legacy & Scale

How IGL & Amrut are Shaping Single Malt Story in North India

With Amrut already established as India’s most globally recognised single malt, its partnership with Indian Glycols Ltd. is now focused on a sharper challenge of deepening presence and building long-term brand equity across North India’s most powerful markets. RAJU Vaziraney, Advisory President – IMFL, India Glycols Ltd. and Advisor to Amrut Distilleries tells SHALINI Kumar how this alliance enables both organisations to play to their core strengths to deliver long-term growth.

Nearly 18 months after India Glycols Ltd. (IGL) entered into a strategic partnership with Amrut Distilleries for North India, the collaboration has emerged as a defining moment for both organisations. What began with established legacy brands like MaQintosh Whisky, Old Port Rum and Bejois XO Brandy, has evolved into a far more ambitious alliance that will shape the premium and single malt whisky landscape across Delhi, Uttar Pradesh and Uttarakhand.

The partnership is founded on a clear strategic fit. IGL brings deep operational strength, world-class manufacturing at Kashipur and Gorakhpur, and decades of experience navigating North India’s complex regulatory and distribution ecosystems. Amrut, on the other hand, contributes something that cannot be replicated quickly – heritage, credibility and a pioneering legacy in Indian single malt whisky. Together, they represent a rare convergence of scale and authenticity. “As a company, we have strong execution capabilities, scale and distribution strength,” says Raju. “But when it comes to super-premium and luxury whisky, legacy matters. Very few companies have that, and Amrut is one of them.”

Scaling on Lineage

For IGL, the association with Amrut addressed a strategic gap. Building credibility in the premium and luxury whisky segment is not merely a function of investment or reach; it requires a lineage that resonates with discerning consumers. Amrut’s globally acclaimed portfolio, including Amrut Fusion, Amrut Amalgam and Amrut Single Malt Whisky, brought that lineage to the partnership. For Amrut, IGL offered an execution-driven partner capable of establishing deeper penetration in three of India’s most significant spirits markets.

“Amrut’s strength lies in product quality and brand heritage, while our strength lies in distribution, execution and a strong value-driven culture,” explains the industry veteran. “It is a partnership where each side complements the other without any overlap.”

Recognising Local Relevance

This alignment became especially visible with the introduction of Amrut Exclusive Editions, conceptualised specifically for Delhi, Uttar Pradesh and Uttarakhand. Rather than a one-size-fits-all approach, the partners recognised that each of these markets has a distinct consumer profile, on-trade dynamic and cultural context. “All three states are very different markets,” Raju notes. “Taste preferences vary significantly, and localisation is essential. That is what led us to the idea of state-specific exclusive editions.”

Delhi led the way with Amrut Exclusive Edition – Essence of the Capital City, a premium expression priced at ₹7,990. The response to the launch has been encouraging, not just for the liquid’s quality but also for its refined packaging and contemporary positioning. Uttarakhand followed with a Silver Jubilee Exclusive Edition, commemorating 25 years of the state’s formation, while Uttar Pradesh’s edition draws on Atmanirbhar Bharat sentiment and the state’s growing confidence as a premium consumption market.

Crucially, these are exclusive editions intended to remain in the market and build recall, not limited runs that disappear after a festive cycle. “Limited editions create excitement and then vanish. We want consumers to come back and repurchase a whisky they enjoyed,” emphasises the Advisory President.

Quality a Non-Negotiable

The partnership also draws strength from a shared belief in quality and consistency. IGL is globally recognised for its extra neutral alcohol (ENA) standards and packaging precision, supplying ENA to leading global players like Bacardi, as well as to Amrut itself. Despite the availability of ENA in Karnataka, Amrut continues to source from IGL’s Kashipur facility, an endorsement of consistency and control. “In spirits, consistency is everything; not just in the liquid, but in processes, packaging and people,” says Raju. “That alignment on quality makes this partnership very natural.”

As Indian single malts increasingly gain global recognition, positioning becomes critical. While imported single malts continue to command aspirational value, Amrut occupies a unique space. Indian maturation conditions accelerate ageing, allowing whiskies to develop complexity in a shorter time. Amrut’s long-standing practice of ageing beyond minimum requirements, despite higher angel’s share losses, has ensured depth, maturity and balance. “As pioneers of Indian single malt, Amrut has never compromised on maturity,” he says. “The quality of the liquid speaks for itself, and that gives us confidence in these markets.”

Market activation strategies reflect the seriousness of intent. Dedicated on-trade and banquet sales teams have been created across Delhi, UP and Uttarakhand, recognising the role of premium venues, weddings and large-format celebrations in driving top-end volumes. Education is equally critical, with whisky appreciation programmes, tastings and bartender advocacy initiatives forming a key pillar of the rollout. “I will personally be conducting whisky appreciation sessions and bartender programmes,” Raju adds. “Education is essential if we want to build the single malt category in a meaningful way.”

Building for Long Term

Both partners view the collaboration as a long-term commitment rather than a transactional arrangement. Discussions about expanding into additional states are under way, but the immediate priority remains success in these three strategically important markets, particularly Uttar Pradesh, which continues to show strong growth momentum.

For IGL, the partnership fits squarely into its broader vision of premiumisation as it prepares to transition into IGL Spirits. Rather than rushing to create a single malt brand independently, the company sees greater value in strengthening and scaling a world-class Indian brand like Amrut. “There is no need for us to look beyond this partnership,” Raju concludes. “This is only the beginning, and we see it as a long-term, win-win relationship.”

In an industry often driven by short-term launches and rapid churn, the IGL-Amrut partnership stands out for its patience and clarity of purpose, built on trust, shared values and the belief that the future of Indian single malt will be shaped not by speed but by substance.