Radico Khaitan

Indigenous Brand Builder

Radico Khaitan is one of the oldest and the largest manufacturers of Indian made spirits dating back to 1943, pre-Independence. Since 1998, the company has been producing their own brands, across a range of categories, under the visionary leadership of the Khaitan family. Today there are over 15 brands including four millionaire brands in their portfolio – 8PM Whisky, Magic Moments Vodka, Contessa XXX Rum and Old Admiral Brandy. Based in India’s largest state of Utter Pradesh, home to more than 200m people, the company is well positioned to serve the 20m new drinkers coming of age each year.

Category Leadership

Radico Khaitan helped pioneer the Indian vodka category with the launch of Magic Moments which has a 60% market share. Magic Moments has developed a full range of products including the super premium brand, Dazzle. Vodka represents a large opportunity given it comprises 5% of the Indian spirits market v 35% globally.

Star Power

Radico Khaitan has successfully engaged Bollywood stars as brand ambassadors, including Tiger Shroff, Kartik Aaryan and Jacqueline Fernandez. Innovative campaigns, coupled with attractive bottle packaging and a focus on digital marketing have propelled brand awareness and built data analytics capability.

The Kohinoor of Single Malts

Rampur Select is an Indian Single Malt Whisky, handcrafted and aged in the foothills of the Himalayas. Launched in 2016, Rampur Select is an international award winning whisky found in almost 50 countries worldwide. It is a salute to the royal heritage of Rampur, a princely state of British India worthy of a 15 Gun Salute, known for its royal traditions. Its logo features two swords which are shown on the flag of the State of Rampur.