Restaurant India News: SOM Distilleries Debuts Mahavat Whisky in Rs 1000–1100 Range, Targets India’s Mid-Premium Segment

SOM Group of Companies, among India’s fastest-growing players in the alcoholic beverage sector, has entered the mid-premium whisky segment with its latest product—Mahavat Whisky. Priced between Rs 1000 and Rs 1100, Mahavat aims to compete in the regular whisky market and meet consumer expectations with a distinctive blend profile and brand identity.

Positioned to appeal to consumers who value individuality and bold choices, Mahavat takes inspiration from the term "Mahavat," which traditionally refers to a person of discipline and leadership. According to SOM, the product is designed to resonate with those who lead with confidence and take pride in their choices.

The whisky’s blend features fruit-forward notes such as pear, a hint of smoke, candied sweetness, and finishes with woody undertones and subtle cocoa. Developed through a process of aging and blending using selected grain spirits and matured malts, Mahavat seeks to balance classic whisky traits with a contemporary taste profile.

“Mahavat Whisky is more than just a new product - it’s a disruptive move into India’s most competitive alcobev segment. It embodies courage, royalty, and individuality, and we believe it will strike a strong chord with the modern Indian consumer who values both boldness and authenticity. With Mahavat, we’re setting a new benchmark in this segment & it’s one of the most anticipated product launch from our group of companies, and this launch marks one of the most ambitious rollouts in our portfolio to date,” said J.K. Arora, Chairman & Managing Director, SOM Group of Companies.

Mahavat’s first phase of launch is underway in select retail outlets across Bhopal, with a wider rollout planned across Madhya Pradesh in the coming weeks. Once this phase is complete, SOM Group plans to expand availability to Delhi NCR and other key cities across India.

The move into the Rs 1000–1100 price segment marks a strategic shift for SOM Group, which is primarily known for its success in value and mass-market alcoholic beverages. Mahavat signifies the company’s intention to strengthen its presence in the premium alcobev space and cater to evolving consumer preferences.

“A journey of Craftsmanship and Character — The making of Mahavat Whisky is the result of extensive research and refinement — a journey led by expert blenders, flavour chemists, and sensory specialists who sought to capture not just a taste, but a feeling of royalty in every drop. The process began with deep exploration into consumer palates across India — from seasoned whisky connoisseurs to emerging enthusiasts — uncovering preferences for richness, smoothness, and a signature finish that lingers like legacy itself,” said Deepak Arora, CEO, SOM Group of Companies.

According to the company, Mahavat is the result of precise ingredient selection and careful blending — a process informed by consumer research and executed by blending teams focused on delivering consistency and character. While traditional whisky techniques were used, the brand's positioning and sensory profile are designed to appeal to the preferences of a modern audience. Mahavat is SOM Group’s first major product launch in this segment, and one of the most significant rollouts in its portfolio to date.