Product Launch Details

New Product Information

  • Product Name: The Indian Edit
  • Launch Date: September 11, 2026
  • Product Category: Premium Whisky
  • Market Focus: Domestic market only initially, with potential future international expansion
  • International Markets: To be considered at a future date (not currently launched internationally)

Product Description

The Indian Edit is a premium whisky that celebrates modern Indian identity. The product features:

  • Blend Composition: Indian malt and grain spirits with fine Scotch malts
  • Flavor Profile: Notes of vanilla, caramel, and gentle oak with malts adding warmth, richness, and long finish
  • Packaging Design: Bottles feature regional languages embossed (inspired by Indian currency notes), clean label with vintage motif reminiscent of classic Indian traveling circuses, and cap designed to evoke a Maharaja crown

Market Strategy and Availability

  • Target Consumer: Contemporary and global Indian consumer seeking quality, distinctiveness, and evolved drinking experience
  • Package Sizes: 750 ml, 500 ml, and 180 ml formats
  • Initial Markets: Maharashtra, Delhi, Haryana, Uttar Pradesh, Punjab, Chandigarh, Rajasthan, Goa, Daman, Telangana, West Bengal
  • Expansion Plans: Quick expansion planned in other markets
  • Pricing: ₹1,550 for 750 ml pack in Maharashtra (consumer prices may vary across states depending on state excise regulations and taxes)

Management Commentary

Mr. Amar Sinha, Managing Director, ABD: "India's spirits industry is at an inflection point, and premium whisky sits right at the centre of it. Consumers today are moving beyond scale and price, seeking quality, distinctiveness and a more evolved drinking experience and this shift is only accelerating. The Indian Edit is a strong articulation of where we see this category going, reflecting our belief and reinforcing ABD's ambition to lead rather than simply participate in India's premiumisation journey as it begins to unfold."

Bikram Basu, Group Chief Marketing and Innovation Officer, ABD: "The Indian Edit Premium Whisky captures the beauty of India today. Increasingly modern in outlook, globally competitive, and evolving on traditions and values which are core to us as people and our ancient civilisation. It celebrates a person rooted as 'The Indian' and confident in shaping a contemporary, global view. It comes at the heart of where the spirits business lies in terms of value and volume today."

Company Background Context

Allied Blenders and Distillers Limited (ABD) is one of the leading spirits companies in India and the largest exporter in terms of volume with presence in 39 international markets. The company operates across five main categories: whisky, brandy, rum, vodka, and gin. Company maintains 41 manufacturing units including 9 owned bottling facilities, 2 owned distilleries, 1 owned PET bottle plant and 29 non-owned manufacturing units (including 1 in Malaysia).

Additional Resources

  • Product Website: https://indianwhisky.com/
  • Instagram: The Indian Edit Whisky (https://www.instagram.com/theindianwhisky)
  • Media Contact: Anupama Soni, Head - Public Relations and Communications (Tel: +91 22 4300 1111, Email: anupamasoni@abdindia.com)

Sections Not Applicable

  • KMP / Board / Auditor Changes: Not Specified
  • Dividend Declaration / Revision / Non-Declaration: Not Specified
  • Board Meeting Outcomes: Not Specified
  • Financial Results: Not Specified
  • Auditor's Report: Not Specified
  • Disinvestment / Strategic Actions: Not Specified