Khukri Rum enters the Indian market through MCKT Beverages, aiming for premium consumers with a sales target of 20,000 bottles by FY26. Initially launched in Uttar Pradesh, Maharashtra, and Goa, the brand plans expansion across India. The rum is produced from high-quality sugarcane and aims to fill the gap in the premium rum market. Harsh Sinha outlines the potential for significant growth in the coming years.
Khukri Rum, a renowned brand from Nepal, has officially entered the Indian market, targeting premium consumers. The brand is set to be launched by its Indian subsidiary, MCKT Beverages, with an ambitious goal of selling 20,000 bottles by fiscal year 2026. Initial offerings will focus on states such as Uttar Pradesh, Maharashtra, and Goa, with plans for further expansion across various regions of India.
The company aims to establish its presence in ten urban cities by the conclusion of fiscal year 2026 and is actively negotiating with airports in Hyderabad and Goa to feature in duty-free stores. Harsh Sinha, Country Director of MCKT Beverages, emphasized the company’s vision to craft quality beverages and contribute significantly to its overall portfolio, predicting a threefold growth within the next five years.
Sinha identified Khukri Rum as the first and most iconic rum from Nepal, introducing three variations to the Indian market: Triple X, White, and Spice. The brand is recognized globally for its quality, having received multiple international awards. Each variant caters to different taste preferences; for instance, Khukri XXX Rum exhibits a bold flavor profile, while the Spiced Rum features an innovative blend of spices and fruity notes.
The rum is produced using high-quality Nepalese sugarcane and undergoes maturation in specialized Shorea Robusta casks. In terms of retail strategy, Khukri Rum will take a mixed approach, initially selling through general trade outlets, expanding into bars, restaurants, and hotels, while pricing the product within the range of ₹1,700 to ₹2,000.
Sinha highlighted the evolving preferences of Indian consumers, noting a shift towards quality beverages. This transition is evidenced by the significant growth in the rum market, with the standard rum segment expanding from 500,000 to 600,000 cases between 2023 and 2024. Future plans for Khukri Rum may incorporate establishing a manufacturing facility in India.
Although whiskey is currently dominant in the Indian spirits market, Sinha recognizes a substantial opportunity for premium rum as consumers continue to explore higher-quality options. Khukri Rum has a longstanding history, having started production in Nepal in 1959 and earning accolades such as a Gold medal at the 2020 London Spirit Competition.
In summary, Khukri Rum’s entry into the Indian market marks a strategic move to cater to the growing demand for premium alcoholic beverages. With its established reputation and commitment to quality, the brand is poised for expansion across various regions in India. The projected growth over the next several years, alongside innovative retail strategies, positions Khukri Rum to capitalize on the evolving preferences of Indian consumers.
Original Source: www.cnbctv18.com
