Siddhartha Sharma, the founder of Piccadily Distilleries, says that the company plans to increase its production by 66% to reach 20,000 liters (5,300 gallons) per day by 2025. This expansion aims to help the brand grow beyond the 18 foreign markets that currently make up 30% of its sales. Local Indian whisky brands like Indri, Amrut, and Rampur, from Radico Khaitan, are competing with big international brands such as Pernod Ricard from France and Diageo from the UK for shelf space.