Triveni Engineering Expands IMFL Portfolio with New Whisky Launch
Filing Summary
Triveni Engineering & Industries Ltd. has announced the expansion of its Indian Made Foreign Liquor (IMFL) portfolio into the Delhi market with the launch of two whisky brands: Matsya Gold Reserve Blended Whisky and The Crafters Stamp Grand Reserve Blended Whisky. Priced at INR 570 and INR 950 per 750 ml bottle respectively, these products mark the company’s entry into the premium and super-premium segments. The launch is part of Triveni’s strategy to strengthen its presence in the spirits market, targeting Millennials and Gen Z consumers.
Triveni Engineering & Industries Ltd. has disclosed the expansion of its Indian Made Foreign Liquor (IMFL) portfolio into the Delhi market. The company has launched two new whisky brands: Matsya Gold Reserve Blended Whisky and The Crafters Stamp Grand Reserve Blended Whisky. This move is part of Triveni’s strategy to enhance its presence in the premium and super-premium whisky segments, catering to the evolving preferences of Millennials and Gen Z consumers.
The Crafters Stamp Grand Reserve Blended Whisky is priced at INR 950 for a 750 ml bottle. It is a blend of Scotch malts aged in bourbon and sherry oak casks, combined with Indian grain spirits. Matsya Gold Reserve Blended Whisky is priced at INR 570 for a 750 ml bottle and features a blend of bourbon and sherry cask-aged Scotch malts with Indian grain spirits. These pricing strategies position the brands within the premium and super-premium market segments.
The operational scope of this launch includes the introduction of whisky blends that are crafted to appeal to young consumers. The Crafters Stamp offers a taste profile with notes of floral bouquets, toffee caramel, and oak, while Matsya Gold Reserve provides a sensory experience with vanilla, sherry, and honey flavors. Both brands are designed to offer a refined drinking experience, with packaging that reflects their premium positioning.
The timeline for this expansion follows Triveni’s initial foray into the IMFL market in July 2024. The company has quickly moved to establish its brands in the Delhi market, leveraging its early success and recognition in the industry. This strategic launch aims to capitalize on the growing demand for premium whisky products among younger consumers.
The entities involved in this expansion include Triveni Engineering & Industries Ltd., with key roles played by Bharat Gandhi, Vice President & Head Operations (IMFL), and Akash Premsen, Vice President (Strategy). Their responsibilities include overseeing the launch and ensuring the products meet market expectations.
In the context of the Indian whisky market, this expansion is significant as Delhi represents a dynamic and competitive environment for spirits. Triveni’s entry into this market aligns with its broader strategy to capture a larger share of the premium and super-premium segments. The company’s focus on quality and craftsmanship is intended to differentiate its offerings from conventional choices available to consumers.
Triveni Engineering & Industries Ltd. is a diversified industrial conglomerate with core competencies in sugar, alcohol, power transmission, and water. The company is one of India’s largest integrated sugar manufacturers and a significant player in the ethanol market. Triveni continues to expand its product offerings and market presence, focusing on innovation and quality in its operations.