Allied Blenders & Distillers Limited (ABD) — the company behind iconic brands like Officer’s Choice — has stepped into India’s premium vodka segment with the launch of RANGEELA Contemporary Indian Vodka. The brand has been introduced through ABD’s subsidiary, ABD Maestro Private Limited, and features Bollywood superstar Ranveer Singh as Co-Founder and Creative Partner.
A Colorful New Entry
RANGEELA is not just another vodka; it’s designed to reflect India’s vibrant, expressive, and youthful spirit. Ranveer Singh’s energetic personality and creative inputs have shaped the brand’s character — bold, colorful, and unapologetically “filmy.”
The vodka is triple-distilled and platinum chill-filtered, offering a smooth finish suited for both straight sipping and cocktails.
Market Rollout and Pricing
RANGEELA has debuted in Maharashtra with a retail price of ₹2,400 for a 750ML bottle. The brand will soon be available in Goa, West Bengal, and North India, expanding its reach in markets known for a growing cocktail culture.
The Target Audience
Aimed at young adults, RANGEELA seeks to capture the rising demand in India’s premium vodka and cocktail segment — driven by increasing urban exposure to global trends and the shift toward premium experiences.
What They Said
Ranveer Singh described RANGEELA as “a celebration of the Indian spirit — colorful, energetic, and full of life.”
ABD Maestro’s Managing Director, Bikram Basu, said the brand’s approach is “disruptive — combining top-quality vodka, creative packaging, and a fun, expressive brand personality.”
Looking Ahead
With its strong celebrity backing, premium quality, and playful branding, RANGEELA Vodka is poised to make a splash in India’s growing spirits market. Allied Blenders’ move into this segment marks a key step in diversifying its portfolio beyond whisky and other traditional spirits.
And with cheeky cocktail names like ‘Bandra Barbie’ (Cosmopolitan), ‘Aaj Blue Hai Paani’ (Blue Lagoon), and ‘Latte Lag Gai’ (Espresso Martini), RANGEELA seems ready to turn every drink into a party.
