Asmita Mukherjee | Hyderabad 
In 1969, Dani Chand opened a modest liquor shop in Kohima, Nagaland. This humble beginning evolved into Radiant Manufacturers Pvt. Ltd. in 2001, a company now redefining the alcobev industry in the North East with its regional in-house brands such as Lost Treasure Coffee Rum, Castle Hill Dark Knight Small Batch Whiskey, Vinho Porto Wines, and White Magic Tango Gin & Orange. Today, it stands as a symbol of entrepreneurial spirit and regional pride. Radiant Manufacturers excels in developing multiple distilled filtered wheat mash spirits for vodka, botanicals-infused spirits for gin, and mixed grain mash spirits of corn, rice, and malt for whiskies. Asmita Mukherjee spoke with Vicky Chand, Director and CEO, Radiant Manufacturers to learn more about their business plans.
Can you share the story of how Radiant Manufacturers started from a modest liquor retail shop in Kohima to becoming a leading alcobev pioneer in the North East of India?
In 1969, in Kohima, my father and our Founder and Chairman Mr Dani Chand had opened a modest liquor retail shop. Back then, its origins were unassuming and very few took notice. However, destiny had bigger plans for this shop, setting us on a trajectory that would redefine the alcobev industry in the North East. Today, Radiant Manufacturers stands as a testament to entrepreneurial spirit and regional pride in the North East. As a result, in 2001, ‘Radiant Manufacturers Pvt. Ltd.’ was founded in KhatKhati, Karbi Anglong, Assam, focusing on producing regional in-house brands and products at the bottling plant. Two decades later, the Radiant brand portfolio has grown, anchored by a commitment to consistent blends and quality. We launched the Distillery division, our first Agro-based ENA plant in 2012, which was also the first grain based distillery of Northeast India.
What were the key strategies and milestones that led to Radiant Manufacturers’ rapid expansion across Assam, West Bengal, Bhutan, and Nepal? Are you planning to expand into new geo locations?
Our growth strategy revolves around two key pillars. Remaining relevant in the dynamic landscape is the first as we understand the importance of staying attuned to industry trends and consumer preferences, to ensure our offerings continue to meet dynamic markets.
Simultaneously, we are committed to strengthening our moat by continuously innovating and pursuing research.
We most certainly aim to get into Rajasthan, Goa and Maharashtra along with Odisha and other corporation markets as they are safe bets. Ideally, a one nation one tax model would have allowed every independent craft spirits manufacturer to exponentially expand their reach, however, that is not the case with India. Therefore, until Excise is a state-to-state matter with different policies and ever-changing landscapes it is quite difficult for brands like ours to expand optimally.
What inspired you to launch your own distillery in 2012, and how has this decision impacted the quality and consistency of your products?
Once we got into manufacturing our liquor then my father Mr. Dani Chand realized that the inconsistencies in the spirits sourced from various distilleries were interfering with the quality of the product. In order to combat this problem he thought of starting his own distillery. The idea was shared with the family and it clicked immediately with me and I decided to turn this dream of my father into a reality. The decision has been very helpful in creating our own line of whiskies, gins and rum which requires consistent grain spirit.
Are there any upcoming products or innovations that Radiant Manufacturers is planning to introduce to the market? What are your investment plans for the company?
The Distillery division is on an ambitious expansion plan aimed at increasing the production capacity by 50% and tapping into the rapidly growing Ethanol market. To facilitate this growth, significant efforts have been put in place recently. We have also recently acquired the Consent to establish for an expanded unit, which will include a CO2 unit, a Micro Distillery, in addition to a visitor center, and a maturation facility. At the heart of our expansion efforts lies a focus on the maturation and production of very special grain spirits. We are keen to explore this niche segment further, leveraging our expertise to craft exceptional spirits with distinctive character and flavor profiles. Additionally, our enhanced capabilities open up opportunities to supply specially crafted small-batch spirits from the distillery level. These spirits can be tailored to meet specific brand applications, catering to a diverse range of clientele. We are capable of developing multiple distilled filtered Wheat Mash Spirits for Vodka, botanicals infused spirits for Gin along with mixed grain mash spirits of Corn/ Rice/ Malt for Whiskies. We are also researching to create a grain mash incorporating elements of Jaggery or Sugarcane juice. Although this endeavor has not yet yielded success, we remain committed to the pursuit of innovation and are determined not to give up.
asmita.mukherjee@saffronsynergies.in
