India’s TOP 500 Companies 2020

INDIA’S TOP 500 COMPANIES 2020 122 Experts’ View Radico Khaitan Limited DILIP K BANTHIYA Chief Financial Officer How would you summarize Radico Khaitan’s journey since inception? What are the major milestones the company has achieved? Radico Khaitan is among the oldest and one of the largest manufacturers of Indian Made Foreign Liquor (IMFL) in India. The Company commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. In 1997, the Company started its own brands with the launch of 8PM Whisky. During the first decade (i.e. 1997- 2006), the Company focused its efforts on building a strong manufacturing platform, developing a robust pan India distribution network and achieved sales volume of over 10 Million cases. The next decade (i.e. 2006 onwards) was the era of premiumization that started with the launch of Magic Moments vodka, which went on to become the largest selling vodka in India with over 60% market share and one of the largest globally. In the last ten years, Radico Khaitan has been able to successfully expand its premium brand portfolio. The Company has launched twelve new brands over the last decade of which eleven are in the premium category. Radico Khaitan is one of the few companies in India to have developed its entire brand portfolio organically with in house capabilities. Radico Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD) and also exports its products to over 85 countries. What are the key factors that have contributed to the company’s success? What are the factors that give Radico Khaitan an edge over its competitors? Investment in product innovation and R&D has enabled Radico Khaitan to consistently outperform the industry over the last few years. We continue to grow our market share for existing products while at the same time capturing new categories (Rampur Indian Single Malt Whisky and Jaisalmer Indian Craft Gin) and product segments (Magic Moments Electra RTD). This focus on innovation coupled with an integrated R&D effort has allowed the Company to adapt to changing consumer trends and ensure top of the mind recall by its customers. Furthermore, it has also helped in bridging portfolio gaps (8PM Premium Black Whisky) and providing long- lasting customer experiences. Radico Khaitan’s wide portfolio across various categories offers its loyal consumers a choice for all occasions and provides an edge over competing brands. The Company’s new brands such as 8 PM Premium Black whisky and 1965 The Spirit of Victory rum continued to grow strongly and gained market “ Investment in product innovation and R&D has enabled Radico Khaitan to consistently outperform the industry over the last few years. We continue to grow our market share for existing products while at the same time capturing new categories and product segments. ” Dun & Bradstreet