In this episode of Perspectiv with Parthiv, Parthiv Neotia is joined by Abhishek Khaitan, Managing Director of Radico Khaitan, to break down the business of alcohol in India. From building brands without traditional advertising to navigating complex regulations, this episode is all about the story behind Radico’s incredible turnaround.
He talks about the shift from mass to premium consumption in India, the complexities of operating in a highly regulated industry, and why distribution and product quality matter more than ever.
The conversation also explores India’s evolving drinking culture and the rise of premium and luxury spirits. All of this, and a lot more, in this episode of Perspectiv with Parthiv.
Chapters:
00:00 - Introduction
02:33 - The Origins of Radico Khaitan
08:23 - India’s Alcohol Industry and Trends
13:17 - The Premium Alcohol Wave
17:27 - Collaboration with Shahrukh Khan
18:40 - India’s Tequila Trend
23:28 - Gen-Z Drinking Patterns and Western Influence
26:02 - Radico Khaitan’s Growth and Positioning
31:03 - Navigating Through Regulations
36:45 - Expansion into International Markets
41:57 - Advice for Newcomers in the Alcohol Industry
45:48 - Top 5 Takeaways