‘Premiumisation’ is the next big thing for India

‘Premiumisation’ next big thing for India

Mr Rakshit Jagdale, Managing Director, Amrut Distilleries

What is the one thing you would like to change about the Indian alcobev market?

We would like to have a common alcohol policy for India.


Who do you think sets the drinking trends in India?

The youth of the country.


In the alcoholic-beverages sector, what is the next ‘big thing’ for India?

Premiumisation across segments.


What is the best motivation for your team?

Luxury malts and spirits division.


Which is your favourite liquor/beer brand advertising campaign?

The 8PM whisky campaign.


Which is your favourite bar in India?

The Taj Mahal, Mumbai.


Who is the one fictional character you would like to have a drink with?

It’s elementary: Sherlock Holmes!


If you were alone on a desert island, which drink would you want with you?

Amrut Fusion, definitely.