According to founder Siddhartha Sharma, Piccadily Distilleries, the maker of Indri whisky, plans to increase its production capacity by 66% to 20,000 liters (5,300 gallons) per day by 2025. This expansion will help them reach new markets beyond the 18 foreign countries that currently make up 30% of their sales.
Indian whisky brands like Indri, Amrut, and Rampur (by Radico Khaitan) compete with well-known international brands such as France’s Pernod Ricard and Britain’s Diageo for space on store shelves.
Unlike many Asian countries where beer is the most popular alcoholic drink, India is mainly a whisky-drinking nation. Analysts and industry experts say that global recognition, increasing wealth, and a surge of consumers trying new brands—especially during COVID-19 lockdowns—have transformed India’s whisky market.