Desi dram aims for global glory

Indian malt whisky is poised to claim its rightful place on the world stage. The vision is clear: Indian whisky earning the same protected status as Scotch, gaining worldwide respect among connoisseurs, and winning over Indian consumers who have yet to discover the exceptional whiskies made right here at home. What once seemed like distant dreams are now within striking distance. 

This marks a pivotal moment in Indian whisky history. For the first time ever, the nation’s single malt pioneers have joined forces under one powerful banner, creating an unprecedented alliance dedicated to championing authentic Indian malt whiskies. Leading this transformative charge is Maj Gen (Dr) (Retd) Rajesh Chopra, Director General of Indian Malt Whisky Association, whose strategic vision encompasses two critical battlefronts: securing coveted international recognition for Indian whisky excellence and awakening domestic palates to the sophisticated artistry that defines genuine single malt whisky, writes Bishan Kumar.

It is undoubtedly a challenging task, but a highly achievable one. The Indian Malt Whisky Association (IMWA), formed by the country’s single malt producers, is fully committed to its mission, and the groundwork is already well underway.

According to Maj Gen Chopra, there is a three-pronged approach. First, the IMWA will push for the GI tag, which will provide legal recognition and protection for Indian malt whisky. This will help distinguish genuine products from imitations and establish a clear identity for Indian single malts. Second, the association has started working to amend the current definition of single malt in the regulations of the Food Safety and Standards Authority of India (FSSAI). This change will align Indian regulations with established global practices, ensuring consistency, quality, and authenticity. Third, the IMWA aims to drive consumer awareness through certification.

“Educating consumers about what constitutes a true single malt will help build trust and reinforce the credibility of Indian products. Together, the legal backing of the GI tag, regulatory alignment through FSSAI, and increased consumer awareness will help create a strong ecosystem for producing and promoting genuine, authentic, and worldclass Indian single malt whiskies,” says the Director General of IMWA.

Defining Indian Malt Whisky

IMWA has applied for a panIndia GI tag for Indian Malt Whisky category, comprising both Single Malt and Pure Malt, because, malt grain distilleries that define the single malt category are set up across the country.

India’s single malt whisky has several distinctive qualities, both human and technical, that set it apart on the global stage. Factors such as terroir, diverse climatic conditions, and advanced maturation techniques combined with the expertise of local distillers create a unique profile for Indian whiskies. This combination of elements has helped Indian whiskies consistently win international awards; with global recognition now growing for their superior quality. One key differentiator is India’s climate, which accelerates the maturation process.

As a result, Indian whiskies matured for just three years often surpass the complexity and richness of whiskies aged for six to eight years in cooler regions. This climatic advantage, along with stringent production standards, defines Indian single malt.

“The core parameters we follow include production in a single distillery, use of copper pot stills, maturation exclusively in oak casks, and a minimum ageing period of three years. Additionally, we adhere to a maximum cask capacity of 700 litres. These standards are integral to maintaining quality and consistency, aligning Indian single malts with global benchmarks,” says Maj Gen Chopra. 

Pursuing Recognition

To ensure regulatory recognition, IMWA has also engaged with the FSSAI. During the discussion, the IMWA highlighted a critical gap in the current FSSAI definition of single malt whisky, which lacks mention of two essential parameters, including the use of oak casks and minimum maturation period of three years, which plays a key role in qualifying as single malt, as per internationally accepted norms.

“The response from FSSAI was positive, and they understood the importance of these parameters. We intend to continue working closely with the authorities, as statutory support and legal recognition are crucial for Indian malt whisky to earn and maintain a globally respected GI tag, placing it on par with international standards,” he states.

IMWA is firmly insisting on a minimum maturation period of three years for Indian single malt whisky. This standard aligns with the best global practices followed by leading whisky associations worldwide. By adhering to this internationally accepted benchmark, it ensures that Indian whiskies are positioned for global export with credibility, authenticity, and strong market reputation.

“Such a maturation standard will enhance the international acceptability of Indian whiskies, solidify its image, and build long term trust in the category. It will also help counter the growing issue of producers releasing so-called single malts after just six months to a year of ageing, often through quick blending techniques that dilute the essence of a true single malt,” explains Maj Gen Chopra.

Securing a GI tag will empower IMWA to enforce these standards legally. Once in place, statutory regulations by the Indian government will help curb these misleading practices and uphold the integrity of Indian single malt whisky. To ensure proper governance and representation, IMWA will include both single malt and pure malt categories within its scope of operations. This body will play a crucial role in maintaining quality standards, promoting regulatory compliance, and strengthening India’s position in the global whisky landscape.

What is Pure Malt?

Pure malt whisky refers to a blend of two or more single malts originating from different distilleries. Despite the blending, it remains 100 percent malted whisky, without the inclusion of any grain spirits. Whether it is single malt or pure malt, both categories fall under the broader definition of malt whisky and will be subject to stringent review under this classification. Based on these definitions, the IMWA has applied for a GI tag in a similar format.

There is no restriction on sourcing 100 percent malted barley from abroad for whisky production. In India, six-row barley is commonly used, primarily sourced from Rajasthan, the leading region for Indian single malt production. However, peated malt and two-row barley can also be used in the production process, offering diversity in flavour profiles.

Regarding oak cask maturation, the IMWA has deliberately not imposed limitations. The whisky can be aged in either virgin oak casks or previously used oak barrels. This flexibility allows distillers to experiment and create unique flavours, notes and characteristics, which is essential to the craft of whisky making. The goal is to maintain worldclass benchmarks and ensure authenticity in Indian malt whisky.

Whisky Education

Consumer awareness is a key part of IMWA’s broader strategy, and it is certainly on its roadmap. Once the GI tag certification and trademark become a reality alongside the proposed amendments to FSSAI regulations, the association plans to launch dedicated awareness campaigns. These will be rolled out through its public relations, media, and social media teams. A central objective is to educate consumers about what constitutes an authentic single malt. Currently, there is a widespread perception that Scotch, often blended, is the benchmark for whisky. Many consumers are unaware of the distinction between blended Scotch and single malt.

“That said, with the ongoing trend of premiumisation and a growing awareness among the younger generation, there is an increasing demand for single malts and pure / blended single malts. This consumer shift aligns well with our goals to build and promote a distinct, authentic identity for Indian single malts,” says Maj Gen Chopra.

The initiative will also include creating visitor centres. In fact, three of the IMWA founding members – Radico Khaitan Ltd., Paul John Distilleries, and Piccadily Agro Industries – have already launched their visitor centres. These represent a significant step toward combining hospitality with whisky education.

These centres not only offer tasting sessions but also immersive experiences that showcase the entire journey of crafting a single malt from raw material selection to distillation, maturation, and bottling. They give visitors a hands-on understanding of the unique expression and process behind Indian single malts. Visitor centres are also contributing to the growth of whisky tourism in India, much like what has long existed in Scotland. “There is tremendous potential here,” he says.

These centres allow tourists to explore the production process and taste different expressions, making them a vital link between distilleries and consumers. From a tourism and hospitality standpoint, this is a great opportunity to develop regional engagement as well. For instance, if someone is travelling to Goa, they can visit the Paul John Visitor Centre. Likewise, in North India, Piccadily’s Agro Industries’ Indri Experience Centre in Karnal offers a compelling tourist and educational destination. These kinds of experiences not only create consumer interest but also deepen awareness about Indian single malts.

On the other front, Indian single malt producers are actively engaging different segments through curated events. A recent example is Piccadily’s bartender competition, which not only sparked interest but also encouraged knowledge sharing and best practices among the bartender community. These events help create brand imagery, promote authenticity, and foster a sense of pride and professionalism in the industry, all amplified through social media and community engagement.