Khukri Rum, a renowned Nepalese brand, is entering the Indian market, seeking to target premium consumers. The plan is to sell 20,000 bottles by FY26, starting in Uttar Pradesh, Maharashtra, and Goa, with future expansion to additional states. The company will offer three rum variants, adopting a mixed retail strategy, and emphasizing high-quality ingredients and a unique consumer experience.
Khukri Rum, a prominent brand from Nepal, has officially entered the Indian market, targeting premium consumers through its Indian arm, MCKT Beverages. The company plans to sell 20,000 bottles of rum by the fiscal year 2026, as reported by Business Standard. The initial launch will take place in Uttar Pradesh, Maharashtra, and Goa, with plans for future expansion into states such as Haryana, Rajasthan, Northeast India, and South India.
The brand aspires to establish a presence in ten cities by the end of FY26 and is in discussions regarding duty-free stores at airports in Hyderabad and Goa. Harsh Sinha, country director for India at MCKT Beverages, stated, “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 introduce three varieties in the market: Triple X, White, and Spice. The Khukri XXX Rum is characterized as a “bold, dark blend with earthy undertones and a smooth caramel finish,” whereas the Spiced Rum features a mixture of spices and fruity notes. The Khukri White Rum is crafted with tropical flavors, appealing to consumers seeking a lighter drink.
The company will adopt a mixed retail strategy, starting with general trade outlets and eventually branching out to bars, restaurants, and hotels. Targeting the luxury spirits sector, Khukri’s pricing ranges from ₹1,700 to ₹2,000. 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 is produced using high-quality Nepalese sugarcane and is aged in Shorea Robusta casks, with some blends matured for nearly 45 years. The rum is already available in various international markets, including the United States, the United Kingdom, Italy, Japan, Dubai, and Australia.
The company emphasizes its unique production methods, utilizing premium ingredients and immersive brand experiences to engage consumers. Sinha noted that the rum category in India is expanding, with a significant growth in demand for premium varieties. Without disclosing specific investment figures, he indicated that the company’s plans include a long-term strategy for potential manufacturing facilities in India.
As Sinha pointed out, “Whiskey dominates but rum is the next big category (in India). Consumers are exploring premium rums, and we see a huge opportunity.” Khukri Rum itself has a rich history, having begun production in Nepal as early as 1959 and earning numerous accolades, including a Gold medal at the 2020 London Spirit Competition.
In summary, Khukri Rum’s expansion into India signifies a strategic move to penetrate the premium beverage market. With a focus on quality production and engaging consumer experiences, the brand aims to establish a substantial footprint in several Indian cities within five years. Excitingly, the growth in the rum segment offers Khukri an opportunity to fill the existing gap in the high-end market.
Original Source: www.cnbctv18.com
