Abhishek Khaitan Shares Insights on India’s Changing Alco-Bev Industry

The latest episode of “Perspective with Parthiv”, hosted by Parthiv Neotia, features Abhishek Khaitan, Managing Director of Radico Khaitan, discussing the rapid evolution of India’s alco-beverage sector.

Khaitan reflects on Radico’s journey from financial challenges in the late 1990s to becoming a leading spirits company. He highlights the company’s focus on building strong in-house brands, backed by consistent investment in distribution, product development, and consumer insights.

He explains that brand-building in the alco-bev space goes beyond traditional advertising, relying on factors like packaging, blend quality, and direct consumer engagement. The conversation also highlights a clear shift toward premiumisation, with Indian consumers increasingly choosing higher-quality and more refined products.

Khaitan also points to changing trends, including the growing demand for white spirits, evolving preferences among younger consumers, and the rise of categories like tequila in urban markets. He notes the challenges of operating in a highly regulated industry, where each state functions as a separate market requiring customised strategies.

The discussion further covers Radico Khaitan’s growth strategy, focused on premiumisation, innovation, and global expansion. Khaitan shares the company’s vision to position Indian luxury spirits on the global stage while building globally competitive brands.

The episode offers valuable insights into the transformation of India’s alco-bev industry and the strategies shaping its future.