Indian Spirits set to spread across the world

Indian artisanal spirits are gaining global recognition, with brands like Indri and Jin Jiji ramping up exports. In FY24, exports surged to $234 million, with further growth anticipated. Madhu Kanna of Piccadily Agro Industries projects a 40% increase for Indri, targeting markets in China and Africa. Jin Jiji, launched in the US, aims to export 7,000 cases this year. With rising demand and a focus on premium offerings, Indian spirits are set to redefine their presence in the global market.

The global spotlight is shining brightly on Indian artisanal spirits, with brands specializing in gin, single malt whisky, and coffee liqueurs gearing up to enhance their export efforts this year. With plans to enter new markets and categories, these brands are embracing the momentum of their international acclaim.

According to the latest data from the commerce and industry ministry, exports of Indian spirits—including rum, whisky, brandy, gin, and vodka—soared to $234 million in FY24, up from $184.2 million in FY23. From April to October of FY25, spirits exports reached $147.3 million, marking a significant yet still modest share of the global alcoholic beverage trade, valued at approximately $130 billion. Currently, Indian spirit exports account for less than 1% of this market, as per the International Trade Centre.

Madhu Kanna, head of international business at Piccadily Agro Industries, is optimistic about the future, predicting a remarkable 40% growth in exports for the award-winning single malt Indri in FY25. The company aims to establish a solid presence in high-potential regions like China, Scandinavia, and both West and East Africa this year. Indri's reach already extends across markets such as the US, Canada, UK, Australia, France, Belgium, UAE, Germany, Singapore, Japan, and South Africa.

“Each market has embraced Indri as a premium whisky offering, reflecting growing recognition of India as a hub for fine single malts,” Kanna noted. He added that exports now account for 30% of Indri's total revenue, a figure poised for steady growth as demand rises and market reach expands.

Another exciting player in the Indian spirits scene is Jin Jiji, a dry gin that launched in 2019. Currently available in 25 US states and served in over 100 restaurants, including the Michelin-starred Indienne in Chicago, Jin Jiji has experienced considerable success abroad. Ansh Khanna, who co-founded Peak Spirits, introduced Jin Jiji in India in 2024 after his time in the US. “We also export to Europe, Australia, and New Zealand, but 70% of our export business comes from the US, and Jin Jiji is by far the best-selling Indian gin,” Khanna said. With 5,000 cases exported last year, he aims to increase that number to 7,000 this year.

Khanna is also behind Himmaleh Spirits, which he co-founded with entrepreneur Samarth Prasad. Located near Jim Corbett National Park, Himmaleh produces the artisanal cold-brew coffee liqueur Bandarful, Himalayan Single Malt Whisky, and the gin brand Kumaon & I. “Under Himmaleh Spirits, we are looking at exporting 10,000-15,000 cases in our first full year of export operations,” Khanna shared.

Sanjeev Banga, president of international business at Radico Khaitan, remarked on the popularity of Rampur Indian Single Malt, which continues to see doubled volumes year-on-year. He noted, “We are still not able to fulfill the demand of existing markets, but the US, EU, and general trade retail are growing very rapidly.”

Anant Iyer, director general of the Confederation of Indian Alcoholic Beverage Companies, highlighted the increasing acceptance of luxury blended and Indian single malt whiskies in the EU, US, and Far East. “The volumes are small, but there is growth,” he stated.

Kanna emphasized that the goal for 2025 is to make Indri a household name among whisky enthusiasts, improving accessibility through major retail chains, travel retail outlets, and trade establishments. “We aim to sustain the upward momentum and continue redefining the global perception of Indian single malts,” he concluded.

With these promising developments, Indian spirits are poised to make a significant mark on the global stage, showcasing the rich craftsmanship and unique flavors they have to offer.