India's Homegrown Single Malts Disrupt Pernod and Diageo
Originally Published 2 years ago — by Reuters India
India's growing love for homegrown single malts is shaking up the $33 billion spirits market, with local brands like Indri, Amrut, and Rampur gaining popularity and competing with established global brands like Glenlivet and Talisker. Factors such as global awards, increased affluence, and the COVID-19 pandemic have contributed to the boom in India's whisky landscape. In response, Pernod Ricard and Diageo have launched their own Indian single malts, recognizing the potential of the Indian whisky market. Indian single malts have seen a significant surge in growth, outpacing Scotch, and are predicted to continue growing in consumption.