Bikram Basu
| Photo Credit: MEMENTO OF SHADES
Premiumization is fuelling growth in luxury and premium alcoholic beverages segment which is growing faster than mass-based brands said Bikram Basu, Managing Director, ABD Maestro Private Ltd., a premium spirits venture of Allied Blenders & Distillers, and actor Ranveer Singh where in the partners have 80:20 stake respectively.
Started in April this year, the company has already built a strong portfolio of brands and is planning to have about a dozen brands in three years.
This company has been set up to focus on the fast-growing segment priced in the range of ₹2,400 to above ₹5,000 a bottle.
“Premiumisation is happening across the categories. Certain segment of Indians who have disposable income today are looking at something different with better quality and authentic. And they are willing to pay more for that,” Mr. Basu said.
“But they are value conscious. People are looking for better alcohol. We want to get better because we are competing against very many categories. Alcohol is competing against health and fitness,” he added.
Overall, the Indian spirits industry is growing in single digit and last year 421 million cases were sold. However, growing at mid-double digit the premium segment clocked 11 to 12 million cases contributing to 25% of the value. This indicates this segment is growing much faster. To capitalise on the opportunity the company has drawn a long-term plan.
“The portfolio design is very comprehensive. It is not fully Indian and its not fully global. Our products are for the global community,” Mr. Basu said.
“We are trying different things. We have set up a whole new team. We are also working in the duty free. We are exporting to UAE. These are new spaces for ADB,” he added.
Having invested ₹70 crore in the business, the company plans to breakeven in three years.
“We will have 12 brands by that time. Our products look different in a crowded market. We are creating curiosity. Browsable stores have helped in consumption,” he added.
Stating that the company’s brands are already sold in 13 states, he said Tier 3 markets would give volume because bigger cities have saturated.
On exports he said, “There is a large exports market. The natural extension is Middle East. And then to developed economises. We will be exporting to US, Europe and Australia.”
“We are doing the right thing. It is a full service, full portfolio company. We are here to bring in new culture and trends. We are also talking to the younger generation,” the MD said.
“We want to challenge the status quo, and we do feel that consumers are willing to come to us if we give them good products outside of the currently established brands,” he said.
“We are happy with competition. We are targeting the aspirational India which is 4 to 5% of the population. Everyone is focused on the 1%,” he added.
Published – December 20, 2025 08:02 pm IST
