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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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10 Jul 2020 8 Mins Read 11 comments
Image credit: Radico Khaitan
Image credit: Radico Khaitan
It’s been more than a month since the lockdown-induced dry spell ended for India’s liquor market. With all activities, except essential goods and services, coming to a halt during the countrywide lockdown, liquor companies recorded negligible sales in April. The situation was so dire that the sales of Radico Khaitan, country’s second-largest listed spirit maker by revenue, nosedived to zilch
premium brands such as Pernod Ricard, the recovery will be a long-drawn process, especially since the hospitality industry and air travel have taken a hit. But Radico Khaitan is immune to these adverse factors. Hence, it may well succeed in dodging the Covid-19 hangover even as others struggle to stay afloat. ( Graphics by Sadhana Saxena)
It’s been more than a month since the lockdown-induced dry spell ended for India’s liquor market. With all activities, except essential goods and services, coming to a halt during the countrywide lockdown, liquor companies recorded negligible sales in April. The situation was so dire that the sales of Radico Khaitan, country’s second-largest listed spirit maker by revenue, nosedived to zilch premium brands such as Pernod Ricard, the recovery will be a long-drawn process, especially since the hospitality industry and air travel have taken a hit. But Radico Khaitan is immune to these adverse factors. Hence, it may well succeed in dodging the Covid-19 hangover even as others struggle to stay afloat. ( Graphics by Sadhana Saxena)

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