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Radico Khaitan mulls RTD foray

16-June-2004
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Radico Khaitan mulls RTD foray

Radico Khaitan Ltd, one of the country’s leading liquor manufacturers, is mulling a foray into the ready-to-drink (RTD) market soon. The company is planning to import premium RTD brands and make them available in the market from early next year.

Company officials told FE that the proposed foray into the RTD segment is due to its rapidly increasing popularity. However, they added that the prices of the products will be higher than the RTD brands that are available now.

Sunil Arora, Radico Khaitan’s general manager in the eastern region, said Radico is also strengthening its international division during the current year.

Radico International, which has an exclusive tie-up with the California-based wine manufacturer Ernest & Julio Gallo, currently imports 5,000 cases of wines. The division will soon bring in ‘Andre’ — a sparkling wine from Ernest & Julio Gallo’s stable for the Indian market.

Mr Arora said that currently the market for wines in India is about 20,000 cases and is growing at 25 per cent a year.

The Rs 720 crore Radico Khaitan, which also markets Beck’s beer of Germany, is planning to promote the brand as a prestigious product for the Indian market.

Meanwhile, the company is in talks with the West Bengal government to set up a bottling plant in the state. The company currently uses IFB’s bottling plant in West Bengal for its flagship whisky brand 8 PM and Bermuda rum.

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