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Strategy Niche brands, resilient sales channels: the cocktail that can power Radico Khaitan to magic moments

Even as most businesses are yet to recover from the pandemic shock, liquor makers have been enjoying a heady run. If the last ten years belonged to United Spirits, the next decade may be dominated by India’s oldest liquor maker. Over time, Radico Khaitan has laid the ground for steady growth by carving out niche brands. Now, it’s paying off.

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