Khukri Rum from Nepal has launched in India to target premium consumers with plans to sell 20,000 bottles by FY26. The initial launch will occur in Uttar Pradesh, Maharashtra, and Goa, with future expansion across India. The brand offers three rum variants and aims to establish a presence in ten cities, aligning with rising demand for quality spirits.
Khukri Rum, a renowned brand from Nepal, has officially entered the Indian market aiming to target premium consumers. The brand’s Indian expansion will be facilitated by MCKT Beverages India and plans to sell 20,000 bottles of rum by FY26. Initially, Khukri Rum will be introduced in Uttar Pradesh, Maharashtra, and Goa, with future expansions to include regions such as Haryana, Rajasthan, Northeast, and South India.
The aim is to establish a presence in ten significant cities by the end of FY26, along with discussions underway for potential duty-free store placements at airports in Hyderabad and Goa. Harsh Sinha, the Country Director for India at MCKT Beverages, emphasized the company’s vision to produce quality beverages that resonate globally, with India expected to become a major contributor to their business portfolio.
Khukri will introduce three variations of its rum: Triple X, White, and Spice. The Triple X Rum is characterized as a bold, dark blend with earthy notes, while the Spiced Rum incorporates various spices and dry fruits. The Khukri White Rum is noted for its tropical and creamy flavors, suitable for lighter drinkers. The products are priced between ₹1,700 to ₹2,000 and will be initially available in general trade outlets, expanding later to bars, restaurants, and hotels.
Sinha expressed confidence in the readiness of Indian consumers for premium products, noting a shift towards quality over quantity in beverage consumption. Khukri Rum is crafted from Nepalese sugarcane and aged in unique Shorea Robusta casks, with some batches aged up to 45 years. The rum is already available in markets like the United States, United Kingdom, and several European countries.
The unique selling proposition of Khukri Rum is its high-quality ingredients and production process. Sinha reaffirmed that the brand focuses on immersive consumer experiences, including tastings and digital storytelling. As the rum category is expanding in India, the demand for premium and flavored varieties has notably risen.
Future plans may include establishing manufacturing facilities in India as part of a strategic long-term investment approach. Sinha highlighted that while whiskey currently dominates the market, rum is poised to become the next significant category in India, identifying an existing gap in the high-end rum market that Khukri seeks to fill. Khukri’s rum-making history dates back to 1959, and it has garnered international recognition, including a Gold medal at the 2020 London Spirits Competition.
Khukri Rum’s entry into the Indian market reflects a strategic move towards capturing the premium beverage market amidst shifting consumer preferences. With plans for expansion involving multiple cities and a diverse product offering, Khukri aims to establish itself firmly in the luxury spirits segment. The focus on quality ingredients, unique aging processes, and a consumer-engagement strategy showcases the brand’s commitment to growth and excellence in India.
Original Source: www.cnbctv18.com
