New Delhi: Allied Blenders & Distillers Ltd. (ABD) has elevated Bikram Basu to the position of Group Chief Marketing & Innovation Officer and designated him as Senior Management Personnel (SMP), with effect from August 1, 2026.
In his expanded role, Basu will continue to oversee the operations of ABD Maestro (ABDM) while taking on broader responsibilities for the group’s marketing, brand strategy, consumer engagement, and innovation functions across its alcoholic beverage portfolio.
The leadership move comes as ABD sharpens its focus on premiumisation, brand building, product innovation, and long-term growth in India’s fast-evolving alcoholic beverages market.
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Nearly 30 years of alco-bev industry experience
Basu brings close to three decades of experience in the Indian alcoholic beverages industry. He has been associated with Allied Blenders & Distillers for nearly 11 years and has played a key role in strengthening the company’s premium and luxury spirits business.
Before joining ABD, he spent 14 years with Pernod Ricard India, where he handled several leadership assignments across marketing and commercial functions. He began his career with United Spirits Ltd., working there for six years.
Strong background in brand strategy and sales
Throughout his career, Basu has held senior leadership positions spanning business strategy, brand management, marketing, sales, and portfolio development. His experience includes driving the growth of multiple brands in the Indian spirits market and contributing to category expansion through consumer-focused innovation.
Continued association with CIABC
Apart from his corporate responsibilities, Basu has also been actively involved with the Confederation of Indian Alcoholic Beverage Companies (CIABC), the apex industry body representing the Indian alcoholic beverage sector. He served as Vice-Chairman of CIABC from 2015 to 2018 and continues to remain a member of its board.
The appointment is expected to strengthen ABD’s leadership team as the company accelerates its premium spirits, luxury portfolio, and innovation-led growth strategy in the Indian alco-bev industry.
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