At Tilaknagar Industries, the shift underway is less about expansion and more about evolution. For Sanaya Dahanukar, part of the next generation shaping the company, the focus is clear, build on decades of expertise while redefining how Indian spirits are perceived, both at home and globally.

The timing aligns with a broader change in the Indian spirits industry. Consumers are moving away from habitual drinking toward more intentional choices, driven by curiosity around flavour, provenance, and craftsmanship. This shift is creating space for brands that offer not just scale, but substance. Tilaknagar Industries is positioning itself firmly within that transition.

Premiumisation as Strategy, Not Trend

For a company long associated with brandy, the move toward premiumisation has been a natural progression.

Sanaya describes it as a response to changing consumer expectations rather than a departure from legacy. As drinkers become more globally exposed, there is a growing demand for spirits that reflect refinement, storytelling, and a sense of origin.

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This thinking led to the creation of Monarch Legacy Edition Pure Grape Brandy, an attempt to reposition Indian brandy within a more contemporary, luxury context.

The objective was not to reinvent the category, but to reframe it. By focusing on blending, ageing, and narrative, Tilaknagar Industries is working to shift brandy away from its traditional associations and present it as a nuanced, premium sipping spirit.

Reframing Brandy for a New Consumer

Brandy in India has historically been perceived as seasonal or functional. Sanaya believes that this perception has less to do with the spirit itself and more with how it has been presented.

In reality, Brandy offers depth, versatility, and a natural fruit-forward character that lends itself to both sipping and modern cocktail formats. With Monarch, Tilaknagar Industries is introducing consumers to that side of the category. The emphasis is on experience, encouraging drinkers to engage with the liquid more thoughtfully.

This repositioning also reflects a larger shift in consumer behaviour. As exploration increases, categories that were once overlooked are finding renewed relevance.

Expanding the Portfolio with a Global Outlook

While Brandy remains central, Tilaknagar Industries is also broadening its portfolio to reflect evolving tastes.

Seven Islands Pure Malt Whisky is one such example, bringing together Indian and Scottish malts in a blend designed to feel layered and balanced. For Sanaya, the idea was not simply to combine origins, but to create a whisky that reflects convergence, both in flavour and in narrative. Beyond its own brands, Tilaknagar Industries is also engaging with India’s growing craft spirits movement. Investments in players like Spaceman Spirits Lab and Bartisans signal a more collaborative approach to growth.

Here, the exchange is mutual; craft producers bring experimentation and agility, while Tilaknagar Industries contributes distribution strength and regulatory expertise.

As Sanaya puts it, “As more premium expressions emerge and the narrative begins to shift toward these elements, there is a real opportunity for Indian brandy to be perceived very differently on the global stage. Through brands like Monarch Legacy Edition, we hope to contribute to that broader evolution and help demonstrate the depth and potential the category truly holds.”

Operating in India’s Complex Spirits Market

Building a spirits brand in India presents unique challenges. Each state operates under its own regulatory and taxation framework, creating a fragmented and often unpredictable landscape.

For Tilaknagar Industries, this complexity is part of the operating reality. It requires not just strong products, but a deep understanding of how markets function at a granular level.

At the same time, Sanaya points to the industry’s collaborative undercurrent. Despite competition, there is a strong network of bartenders, distributors, and brand teams who actively share knowledge and insights, something that continues to shape how the company approaches the market.

Marketing Without Advertising

With traditional alcohol advertising heavily restricted in India, Tilaknagar Industries has leaned into more experience-led formats.

From bartender advocacy to curated tastings and on-trade collaborations, the focus is on direct engagement. These touchpoints enable consumers to connect more meaningfully with the product, often leading to stronger recall than conventional campaigns.

For Sanaya, this constraint has ultimately pushed the industry toward more thoughtful storytelling.

Scale, Integration, and the Imperial Blue Milestone

The acquisition of Imperial Blue marks a defining moment for Tilaknagar Industries.

As one of the largest whisky brands in the country, integrating Imperial Blue brings both opportunity and complexity. The immediate priority has been maintaining consistency across its extensive distribution network while gradually aligning it with the company’s broader portfolio.

At the same time, the acquisition strengthens Tilaknagar Industries’ position in the whisky segment and signals a more ambitious growth phase.

A Legacy Reinterpreted

As the Indian spirits industry continues to evolve, Tilaknagar Industries is navigating a balance between heritage and reinvention.

For Sanaya Dahanukar, the opportunity lies in reinterpreting legacy for a new generation, one that values authenticity but expects it to be expressed in a more contemporary way. In that sense, the company’s next chapter is not just about expanding categories or scaling brands. It is about reshaping perceptions of its portfolio, Indian brandy, and Indian spirits as a whole.