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24 Wine and spirits Hospitality Biz august, 2024
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‘State-to-state excise policies hinder optimal expansion

for independent craft spirits manufacturers in India’

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.

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

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