‘We shattered the Scotch myth’: Indri on winning global blind tastings and the rise of Indian single malt whisky

Haryana-based Indri, recognised as the one of the world’s fastest-growing Indian single malt,, says it has gone beyond being just another homegrown whisky label. The brand claims it has challenged the long-standing dominance of Scotch — and won. Backed by international blind tasting victories, global awards, and a presence across multiple countries, Indri says it has helped dismantle the perception that premium single malt excellence belongs exclusively to Scotland, widely regarded as the historic home of whisky.

Indri, produced by Piccadily Agro Industries Limited, also outsold established Speyside Scotch brands such as Glenlivet and Glenfiddich in 2024 to emerge as the top-selling single malt in India — a signal, it says, of shifting consumer preferences. For the first time on record, local sales of Indian single malts surpassed imports from Scotland in 2024, according to the IWSR.

“The biggest challenge was perception — largely driven by geographical bias. Many people believed that anything from Scotland was inherently superior, as Scotch brands have historically dominated the category. For us, dismantling that perception was crucial,” Shalini Sharma, Head of Marketing at Piccadilly Agro Industries Limited, told The Economic Times. She was speaking at the Indri Visitor Centre.


Piccadily Agro Industries Limited has opened the state-of-the-art Experience Centre at its distillery in Indri, Haryana, aimed at giving visitors a closer look at how its single malt whisky is made. It is now open to the public for an exclusive, first-hand experience. The facility offers guided distillery tours and structured tasting sessions, allowing guests to understand the production process—from malting and distillation to maturation.

“We were never here to create a Scotch-style Indian brand. We set out to create an authentic Indian single malt that is world-class in quality. We respect and celebrate Scotland’s legacy, but through education, storytelling, and consumer experiences, we have reshaped the narrative. Winning international awards validated our quality. Once we earned those accolades, we didn’t just crack the perception — we shattered it,” she says.

According to Sharma, Indri’s storytelling approach — educating consumers about the six-row barley used in its single malt, the unique maturation process, and India’s extreme climate, which accelerates ageing and intensifies the interaction between wood and spirit — has worked in its favour. Compared to Scotland’s relatively moderate climate, this results in faster maturation.

"Our approach to maturation has always been experimental and progressive. We work with a wide spectrum of wooden casks—Ex-bourbon, French wine, sherry and varied oak types—using them not as a signature gimmick but as tools to shape flavour, texture and balance. This cask-led philosophy has allowed us to craft multiple single malt expressions that have earned international acclaim, each distinct yet unmistakably Indri in character," Surrinder Kumar, Master Blender, Piccadilly Agro Industries Limited told ET.

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The brand sold 2.04 million bottles (1,70,000 9L cases) in 2024 alone, making it the largest-selling single malt in India and the fastest-selling Indian single malt globally. Indri sold 1,24,000 cases in India (domestic sales) and 46,000 cases in overseas markets (export sales), making it the first Indian malt brand squarely positioned to compete with global giants on the world stage.

Indri remains unfazed by the recent India–UK trade deal that is likely to reduce tariffs on Scotch from 150% to 75%. The company says it welcomes the move.

“We welcome this development. Consumers will have access to a wider range of high-quality whiskies and single malts. When it comes to competition, Indri has always competed with global brands in international blind tastings — and we have won,” Sharma says, adding that slashing tariffs would bring more premium offerings into the category and help expand the overall market.

Indri’s expansion plans: From Tier 2 cities to global bars

In 1995, Piccadily Agro Industries Limited set up a sugar mill and distillery in Indri, Haryana, along the Grand Trunk Road. The facility, originally focused on sugar and bulk alcohol production, later became the production base for the single malt whisky brand Indri Trini, which has since won international awards.

Now, Indri is pursuing a dual-track strategy — deepening domestic penetration while strengthening its international footprint. Globally, it sees strong growth potential in the US and European markets, where Indian single malts are still at an early stage of adoption.

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Asked about Indri’s expansion plans across Indian cities and globally, Sharma says, “It’s a dual-track strategy — both are equally important. We are expanding domestically, not only in metros but also in Tier 2 and Tier 3 cities, where premiumisation is growing rapidly. Indian single malts are gaining traction in the US and European markets, presenting further scope for expansion, and we aim to strengthen our global footprint. India remains our largest market, and we plan to deepen distribution across the country while continuing to expand internationally.”

When asked about the factors influencing consumer purchase decisions, Sharma explains, “Today, purchase decisions are not based solely on price. Curiosity, backed by validation, plays a significant role. Awards serve as powerful social proof and give consumers confidence in the quality of the liquid. Beyond that, storytelling and transparency are crucial. Showing how the product is made makes it relatable and authentic. Packaging also plays a vital role — it is the first salesperson at the retail outlet. We invest heavily in premium packaging because it shapes the first impression before the liquid is even tasted.”

What’s next?

Indri is currently experimenting with different cask finishes and working on new collaborations, with several limited editions and fresh expressions planned in the near future. Consumers can expect the Indri Diwali Collector’s Edition soon in the market. The Indri Diwali Collector’s Edition 2023 won the ‘Best in Show’ Double Gold award at the Whiskies of the World Awards.

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“Innovation is in our hearts. It is in our DNA. We have many exciting developments underway. We are experimenting with different cask finishes and will be launching new collaborations and limited editions soon,” Sharma told ET.

“Gen Z consumers want more than just a spirit. They want to know the provenance, the story behind the brand, and how it is made. By opening our doors and transparently showcasing our grains, maturation process, and craftsmanship, we build that narrative. Our special collaborations — such as with Warner Bros. and Game of Thrones — and other experiential initiatives resonate strongly with Gen Z audiences,” she adds.