Launches Mansion House Whisky In Mumbai
- Mansion House Premium Whisky formally unveiled in Mumbai
- To be retailed in the premium category
- Mumbai launch to be followed by launches in other parts of Maharashtra, Goa, Pondicherry, Andhra Pradesh & Karnataka
- Positioned with the tag line, ‘Have Courage’
- MHW launch comes in the wake of TI’s exponential sales growth from one million to 11 million cases in the last six years.
Tilaknagar Industries Ltd. (TI), one of the leading players in the Indian alcoholic beverage industry and manufacturers of Indian Made Foreign Liquor (IMFL) with over 40 brands across a diverse range of price and product segments, unveiled Mansion House Whisky (MHW) recently at a glittering ceremony in Mumbai.
A whisky in the premium category, MHW will be positioned with the tag line, “Have Courage” and will be retailed in Mumbai at Rs. 600 for 750ml. Mansion House Premium Whisky is made from the purest Scotch malts aged to perfection, in oak casks and blended with the finest Indian grain spirit. The striking copper and gold packaging adds sparkle to the identity of MHW. MHW is intended to have a Pan India presence with its initial launch in Maharashtra followed by Andhra Pradesh, Karnataka, Goa, Puducherry, Madhya Pradesh, Odisha and Assam by the first quarter of the next financial year.
‘Mansion House’ is the flagship brand of TI. Mansion House Brandy has accounted for total sales of 6 million cases in FY2010-11 and generated revenues worth Rs. 865.32 crores. MHB enjoys a market share of above 70% in its segment in most southern states.
“Part of the product roll out plans of TI, the whisky launch marks a new phase of growth for the company. The goodwill and dominance of the Mansion House brand in Southern India will now be leveraged to capture market share across geographies and product portfolios,” says Mr. Amit Dahanukar, Chairman & Managing Director, TI.
“The Company will also gradually develop its footprint in the northern and eastern regions by building its manufacturing and distribution infrastructure. We also export some of our brands to Western Africa, the Middle East, the Far East and Caribbean countries,” he added.
Mansion House Whisky will be aggressively promoted in Maharashtra and is expected to be instrumental in TI’s plans of gaining market dominance. “With its cult identity and loyal brand following ‘Mansion House Brandy’ already enjoys a clear leadership position. By extending this brand strength to new portfolios and categories beyond the brandy segment, and by adopting innovative marketing strategies, TI will get huge spill over benefits in the long term,” discloses Mr. Laxmi Narasimhan, Dy. Managing Director, TI.
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By the end of the next fiscal year, MHW expects to capture 8 – 10% of the market share, in the markets where it has been launched. The current market size of the segment is estimated at around 18million cases.
“There are some very exciting times ahead of us. The multiple brand launch, new marketing initiatives and inorganic growth through acquisitions marks a new phase for TI. They form a part of the company’s plan to bring to the fore a number of brands catering to different segments across the categories of brandy, whisky, rum, vodka and gin. TI plans to achieve milestones this year through the existing as well as new products in the portfolio. The developments are expected to impact both the top line and bottom line of the company,” concludes Mr. Dahanukar.