Khukri Rum, a Nepalese brand launched by MCKT Beverages in India, aims for premium market penetration with an initial focus on Uttar Pradesh, Maharashtra, and Goa. Plans include expansion into ten cities and a mixed retail approach. The brand promotes three rum expressions and aims for substantial growth in premium beverages. Future strategies may involve establishing a manufacturing facility in India.
Khukri Rum, a renowned brand from Nepal, has officially entered the Indian market, targeting premium consumers with an ambitious plan to sell 20,000 bottles by fiscal year 2026. MCKT Beverages, the India arm of the Singapore-based company, will start distributing Khukri Rum in Uttar Pradesh, Maharashtra, and Goa, with expansion plans for Haryana, Rajasthan, Northeast, and South India. The goal is to establish a presence in ten cities by the end of fiscal year 2026, including discussions regarding duty-free sales at airports in Hyderabad and Goa.
Harsh Sinha, the Country Director for India at MCKT Beverages, articulated the company’s vision, stating, “The company envisions crafting quality beverages and creating happiness globally. 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 launched with three distinct expressions: Triple X, White, and Spice, each recognized for their quality and past award-winning status.
The Khukri XXX Rum features a bold flavor profile with a dark blend of earthy undertones and a smooth caramel finish. In contrast, the Spiced Rum offers a combination of spices and dry fruits, while the Khukri White Rum presents tropical and creamy flavors, perfectly suited for consumers seeking a lighter drink. The brand intends to adopt a mixed retail strategy, starting with general trade and expanding to bars, restaurants, and hotels, with prices positioned between ₹1,700 and ₹2,000.
Addressing evolving consumer preferences, 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.” Khukri Rum utilizes high-quality Nepali sugarcane and is aged in Shorea Robusta casks, with some batches matured for nearly 45 years. The rum is already available in various international markets including the United States, United Kingdom, Italy, and Japan.
The unique aspects of Khukri Rum include its exceptional ingredients and its commitment to creating immersive brand experiences through tasting events and digital engagement. The rum category in India is witnessing growth, particularly in the premium segment, with Sinha noting the standard rum market expanded significantly from 500,000 to 600,000 cases between 2023 and 2024.
While specific investment details remain undisclosed, Sinha confirmed this initiative is part of a long-term strategy, which may include the establishment of a manufacturing facility in India. He also identified the emerging opportunity in the premium rum sector, stating, “Whiskey dominates but rum is the next big category (in India). Many premium whiskey brands have emerged, but there is still a gap in the high-end rum segment, which we are looking to fill.” Khukri Rum has a storied history dating back to 1959 and has garnered numerous accolades, including a Gold medal at the 2020 London Spirit Competition.
In summary, Khukri Rum’s entry into the Indian market with MCKT Beverages marks a significant move towards capturing the growing interest in premium alcoholic beverages. With a well-defined expansion strategy and a commitment to quality, the brand seeks to establish strong visibility and consumer engagement in multiple cities. The emphasis on unique production methods and immersive marketing strategies positions Khukri Rum as a noteworthy competitor in the evolving Indian spirits landscape.
Original Source: www.cnbctv18.com
