Tilaknagar Industries Limited (TI), a major player in the Indian-Made Foreign Liquor (IMFL) market, has set its sights on the whisky segment with the launch of Mansion House Gold Barrel Whisky. This meticulously crafted blend of Select Scotch Malts and Indian Grain Spirits arrives first in Assam, a strategic move targeting the region’s substantial whisky market. The launch marks a significant expansion for TI, known for its leadership in brandy with brands like Mansion House and Courrier Napoleon. “This aligns with our plan to diversify our portfolio and establish a strong presence in the whisky segment,” stated Amit Dahanukar, Chairman and Managing Director of TI. Assam presents a particularly attractive entry point, with whisky holding an impressive 80% share of the IMFL market in the East and North-East.
Mansion House Gold Barrel Whisky promises a luxurious experience. Aged in oak casks, it offers a harmonious blend of flavor, aroma, and smoothness. The sleek, modern bottle and trendy “hipster pack” for the 180ml size cater to Assam’s specific market preferences. This launch represents a major opportunity for TI to capture a significant share of the growing Indian whisky market, estimated at 252 million cases in 2023 (as per IWSR report). With its established reputation and innovative spirit, TI is poised to become a key player in the premium whisky segment.
The arrival of Mansion House Gold Barrel Whisky in Assam signifies a heightened competition in the state’s booming whisky market. The premium blend, with its focus on quality and a trendy presentation, is likely to appeal to a growing segment of discerning consumers in Guwahati and beyond. Its success will depend on effectively competing with established brands while catering to Assam’s specific price points and preferences.