India Glycols Expands into Premium Alcohol Market Via Partnership with Amrut Distilleries

India Glycols Limited (IGL), a major player in specialty chemicals and regular segment alcoholic beverages, has announced its entry into India’s premium alcoholic beverages market. The company has partnered with Bangalore-based Amrut Distilleries to produce, distribute, and sell select Amrut premium brands across North India, marking a strategic move into higher-end industry segments.

As part of this venture, IGL has signed a brand licensing agreement with Amrut, the well-known producer of premium Indian single malt whiskies, gin, and rum. Under the terms of the agreement, IGL will have the rights to produce, market, and distribute some of Amrut’s top brands, including MaQintosh Whisky, Old Port Rum, Bejoice XO Brandy, and MaQintosh White Label Whisky, specifically targeting the northern Indian market. Each brand brings distinct appeal, with MaQintosh Whisky known for its unique blend and Old Port Rum recognized as one of the largest rum brands globally.

To ensure quality consistency, Amrut will oversee the blend and monitor its accredited vendors’ packaging supplies for IGL. This collaboration aims to maintain Amrut’s quality standards in both product composition and brand presence as IGL promotes the brands across North India.

Raju Vaziraney, Advising President for IMFL at IGL shared, “The objective of this move is to leverage IGL’s strength in the sector at a time when the demand for premium alcobev products is at an all-time high. Through this partnership with Amrut, IGL plans to capture a double-digit market share in the relevant premium segment over the next couple of years.”

India’s alcoholic beverages market is largely driven by brown spirits, with whisky representing over 58 percent of the Indian Made Foreign Liquor (IMFL) consumption. Other brown spirits like rum and brandy hold substantial market shares as well. Vaziraney noted that Amrut’s portfolio aligns with IGL’s entry into this market, stating, “Amrut has all these products in their premium portfolio. Against this backdrop, we chose to associate with the House of Amrut for our premium foray.”

IGL’s facilities in Kashipur, Uttarakhand, and Gorakhpur, Uttar Pradesh, are equipped with advanced distilleries producing Extra Neutral Alcohol (ENA) and supporting the production of IGL’s regular segment brands, including Soulmate Whisky, Amazing Vodka, and Zumba Lemoni Citrus White Rum. Soulmate Whisky alone sold over a million cases last year, reflecting IGL’s strong foothold in the regular segment.

With this new partnership, IGL completes its product portfolio, enabling the company to focus on a wider range of offerings and build a presence in the premium alcohol sector. Vaziraney said, “The agreement with Amrut completes a brands portfolio of IGL. The company will now focus on wider product range and direct resources to make IGL a major player in premium alcobev segment as well.”