According to founder Siddhartha Sharma, Indri’s producer, Piccadily Distilleries, plans to increase its production capacity by 66% to 20,000 litres (5,300 gallons) per day by 2025. This expansion is aimed at reaching new markets beyond the 18 foreign countries that currently make up 30% of its sales.

Indian whisky brands like Indri, Amrut, and Radico Khaitan’s Rampur compete for shelf space with well-known international brands such as France’s Pernod Ricard and Britain’s Diageo.

Unlike many Asian countries where beer is the most popular alcoholic drink, India is mainly a whisky-drinking nation. Analysts and industry experts say that India’s whisky market has changed a lot recently because of global recognition, growing wealth, and a wave of consumers trying out new brands while staying home during COVID-19.

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