Khukri Rum Expands to India with Ambitious Growth Plans
Khukri Rum has launched in India targeting the premium sector, with plans to sell 20,000 bottles by FY26. Initial sales will focus on Uttar Pradesh, Maharashtra, and Goa, expanding thereafter. The brand aims to open duty-free stores and introduce three rum varieties. Harsh Sinha, Country Director, anticipates significant growth and quality acceptance from Indian consumers, with plans possibly including a local manufacturing facility.
Khukri Rum, a prominent name from Nepal, has officially launched in the Indian market. MCKT Beverages India aims to introduce the rum to premium consumers, targeting the sale of 20,000 bottles by FY26. The initial rollout will occur in Uttar Pradesh, Maharashtra, and Goa, with plans for expansion into states such as Haryana, Rajasthan, and regions in South and Northeast India.
The brand aspires to establish a presence in ten cities by the end of FY26 and is negotiating with Hyderabad and Goa airports for potential duty-free store placements. Harsh Sinha, MCKT Beverages’ Country Director for India, expressed confidence in the growth potential of the Indian market, stating, “India is expected to become a major contributor to the overall business portfolio over time. Over the next five years, we expect to grow three times our current mark.”
Khukri Rum will be offered in three varieties: Triple X, White, and Spiced Rum. Each variant showcases unique taste profiles, with Khukri XXX described as a “bold, dark blend with earthy undertones and a smooth caramel finish.” The Spiced Rum incorporates a mix of spices and dry fruits, while the Khukri White Rum presents lighter tropical flavors, appealing to diverse consumer preferences.
Khukri aims to adopt a mixed retail strategy, initially focusing on general trade outlets before moving into bars, restaurants, and hotels. Prices for the rum range from ₹1,700 to ₹2,000, catering to the luxury spirits market. Sinha remarked, “Indian consumers are now ready to try and test premium products. They are drinking less but opting for more quality beverages, and that’s where we fit in.”
The rum is crafted using high-quality Nepalese sugarcane and aged in Shorea Robusta casks for up to 45 years. This unique production method distinguishes Khukri from competitors. The demand for premium and flavored rums is rapidly growing in India, with the standard rum segment increasing from 500,000 to 600,000 cases between 2023 and 2024.
Sinha noted that Khukri’s strategies include immersive brand experiences, tasting events, and engaging digital storytelling. The long-term growth plan may involve establishing a manufacturing facility in India, although investment specifics remain undisclosed. He stated, “Whiskey dominates but rum is the next big category (in India). Consumers are exploring premium rums, and we see a huge opportunity.”
Khukri Rum, which began production in 1959, has received 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 marks a significant step towards catering to premium spirits consumers. With plans for extensive expansion and a strong commitment to quality, it strives to establish itself in ten cities by FY26. The rum’s diverse offerings and unique production methods position it well to meet the growing demand for premium beverages in India, promising an exciting future for the brand.
Original Source: www.cnbctv18.com
