Khukri Rum from Nepal has entered the Indian market, targeting premium consumers with a planned sale of 20,000 bottles by FY26. Initially launched in Uttar Pradesh, Maharashtra, and Goa, the brand aims to expand across India. With three distinct variants and a retail strategy focused on luxury consumers, Khukri Rum anticipates significant growth and seeks to capitalize on the rising demand for premium spirits in the country.
Khukri Rum, a renowned brand from Nepal, has officially entered the Indian market, targeting premium consumers. MCKT Beverages, its Indian arm, plans to sell 20,000 bottles by fiscal year 2026, focusing on states like Uttar Pradesh, Maharashtra, and Goa initially. The brand intends to extend its reach to regions such as Haryana, Rajasthan, Northeast, and South India, aiming for a presence in ten cities by 2026.
The company is currently engaged in discussions regarding duty-free stores in Hyderabad and Goa. Harsh Sinha, Country Director for India at MCKT Beverages, articulated the brand’s vision to craft quality beverages and enhance global happiness. He anticipates that India will significantly contribute to the business portfolio, projecting a threefold growth over the next five years.
Khukri Rum enters with three varieties: Triple X, White, and Spice. The Khukri XXX Rum is characterized by a “bold, dark blend with earthy undertones and a smooth caramel finish.” In contrast, the Spiced Rum blends spices, dry fruits, cardamom, and ginger, with hints of toffee. The Khukri White Rum boasts tropical and creamy flavors, catering to those seeking a lighter drink.
The brand will utilize a mixed retail strategy, starting with general trade and advancing to bars, restaurants, and hotels. Catering to luxury consumers, the price range for Khukri Rum products is between ₹1,700 and ₹2,000. Sinha remarked on the growing acceptance of premium products among Indian consumers, emphasizing a shift towards quality over quantity in beverage choices.
Khukri Rum is produced from Nepalese sugarcane, and uniquely matures in Shorea Robusta casks, with certain batches being aged for nearly 45 years. The brand’s international presence already spans the United States, United Kingdom, Italy, Japan, Dubai, Australia, and several European regions. Sinha noted the company’s unique proposition lies in high-quality Nepali sugarcane and Himalayan water, alongside its exclusive aging process.
Furthermore, the demand for premium and flavored rums is on the rise in India, with the standard rum segment reportedly growing from 500,000 to 600,000 cases between 2023 and 2024. While details regarding investment amounts remain undisclosed, Sinha indicated that expansion strategies could include establishing a manufacturing facility in India.
Lastly, Sinha highlighted the opportunity within the premium rum segment, noting the dominance of whiskey yet recognizing the increasing consumer interest in quality rums. Since its inception in 1959, Khukri Rum has garnered numerous accolades, including a Gold medal at the 2020 London Spirit Competition and a Silver medal at the 42nd World Selection of Spirits & Liqueurs.
Khukri Rum’s entry into the Indian market represents a strategic expansion into a growing segment of premium spirits. By launching its distinct offerings and executing a comprehensive retail strategy, the brand is positioning itself to capture the evolving tastes of Indian consumers. With ambitious growth targets and plans for enhanced brand experiences, Khukri Rum aims to significantly enhance its market presence over the coming years.
Original Source: www.cnbctv18.com
