IIPM, GURGAON
Just as nothing eroded the strong want of the ‘thirsty’ consumers, the producers didn’t miss a step in sharpening their creative skills... and success was theirs – that’s capitalism! One of the liquor barons in the liquor-race is Abhishek Khaitan, MD, Rampur Distillery (the new name of Radico Khaitan). His company has been around for 64 long years now, but it was only post-1993 Abhishek into the shrewd general he’s today. After having understood the environment, he decided to take a ‘U-turn’ & rose from fighting the liquor war with just a blunt ‘commodity’ harpoon to the highly-stylised branding modern weapon. And that’s where we talk about its first highlighted brand – the ‘8PM’ whisky, which also wrote history by becoming the first Indian liquor brand to enter the ‘Limca Book of Records’ for selling the fastest 1 million cases!
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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