In recent years, India has experienced a remarkable transformation in its whisky industry, reshaping the appreciation of elite Indian single malts. We are witnessing an era where names like Indri, Amrut, Rampur, and Paul John represent not just whisky brands, but emblems of national pride and exceptional craftsmanship.

Indian single malt whiskies have remarkably surpassed internationally renowned brands such as Glenlivet, Macallan, Lagavulin, and Talisker in sales for the first time. According to estimates by the Confederation of Indian Alcoholic Beverage Companies (CIABC), Indian single malts accounted for approximately 53 percent of total sales in 2023. Out of the total sales of around 675,000 cases (each containing nine litres) of single malts in India last year, Indian-origin makers sold around 345,000 cases, while Scottish and other international brands sold the remaining 330,000 cases.

Vinod Giri, the director-general of CIABC, highlighted that local brands experienced a growth of around 23 percent in 2023, whereas imported ones grew at a more modest rate of 11 percent. This achievement is significant, considering that just a decade-and-a-half ago, Indian whisky makers were often mocked. Today, they are recognized for their quality and refinement, standing shoulder to shoulder with the world's best.

The rising popularity of 'Made in India' brands has spurred international giants like Diageo and Pernod Ricard, who traditionally source their single malts from Scotland, to establish their own local brands in the Indian market. Diageo introduced Godawan in 2022, and Pernod Ricard recently launched its first Indian single malt, Longitude 77. Godawan has quickly become a prominent name in liquor stores across North India.

One of the most exciting aspects of the rise of Indian whisky brands is how it has placed small towns on the global map. Places like Rampur, Jodhpur, Jaisalmer, and Indri, once known only locally, are now competing with global giants such as Pernod Ricard, Diageo, and Macallan, which have long dominated the global liquor market. This surge in recognition underscores the evolution of India's liquor scene and its newfound status as a significant player in the world of fine whisky.

“The ‘Make in India’ initiative has had a positive impact on the entire beverage industry, including whiskey. At Ironhill India, we’ve seen first-hand how local production can drive innovation and quality. For whiskey producers, ‘Make in India’ encourages the use of locally sourced ingredients and traditional techniques, fostering a sense of pride and authenticity in their products. This initiative not only supports local economies but also positions Indian whiskeys as competitive on the global stage. Our experience with local sourcing and sustainable practices in microbrewing reflects the broader benefits that ‘Make in India’ brings to the spirits industry,” Teja Chekuri, Managing Partner at Ironhill India stated.

Indri's remarkable journey, capturing 30 percent of the Indian market, epitomises a transformative era. Boasting an extraordinary growth rate of 599 percent, Indri’s rise transcends mere business success; it's a cultural revolution symbolising a surge in national pride and a growing admiration for local craftsmanship. Meanwhile, Piccadily Distilleries, driven by bold expansion plans, aims to join the ranks of the world's top 5 single malt whiskies.

"India is a fast-growing and diverse market, and the younger audience is inclined towards experimenting with niche products. Consumers are seeking newer offerings, and there is great value in uniqueness," according to Kartik Mohindra, chief marketing officer at Pernod India.

Foreign brands are now feeling the pressure as Indian companies gain prominence. Caught off guard by the rapid rise of homegrown competitors like Indri, these international giants are scrambling to catch up. In their haste, many are cutting corners and producing products locally without fully understanding the Indian market's unique nuances and preferences. This misstep highlights a broader trend: India has arrived on the global stage, asserting its strength not just in consumption but also in innovation and production. As Indian brands continue to surge forward, the world is witnessing a new era of national pride and excellence, where local companies are not only challenging but surpassing their foreign counterparts. The landscape of the Indian market is being redefined, with a clear message to the world: India is here to lead.

“At Bacardi, we are thrilled to be part of this dynamic landscape with the launch of LEGACY, our first ever made-in-India premium whisky. LEGACY exemplifies the spirit of this homegrown wave, crafted to resonate with the sophisticated tastes of Indian whiskey enthusiasts. It’s a product made for India, in India – and its pan–India success speaks volumes about the ability to excite consumers with localised offerings. This is a truly exciting era for Indian whiskey, driven by a strong ‘vocal for local’ sentiment and a passion for excellence!,” Ayaesha Gooptu, Head of Domestic Spirits, Bacardi India shared. 

Prem Diwan, chairman and MD of Devans Modern Breweries, which distils whiskies in Jammu, said, "The quality of Indian single malts is absolutely fantastic, which is one of the main reasons driving their demand. While Scottish makers adhere to traditional processes, Indian makers love to experiment."

The rise of Indian single malts heralds a new era for the country's whisky industry. As local brands gain recognition and compete with international giants, there is ample demand for all players in the market to continue growing. This shift signifies not only the strength of Indian craftsmanship but also the country's increasing prominence on the global stage. With this momentum, India is poised to lead in both innovation and excellence, redefining the whisky landscape and setting new standards for quality and success.