Allied Blenders and Distillers Limited (ABD), one of India’s leading spirits companies, has launched its premium whisky brand ‘The Indian Edit’ in Assam, targeting the growing demand for premium and differentiated spirits among contemporary Indian consumers.
The company said the whisky blends Indian malt and grain spirits with fine Scotch malts, offering notes of vanilla, caramel and gentle oak, along with warmth, richness and a long finish. The brand has been positioned around the idea of modern Indian identity and consumers’ growing confidence in shaping traditions into a distinct personal expression.
The packaging incorporates Indian cultural references, including regional languages embossed on the bottle, a design inspired by currency notes, a vintage motif reminiscent of classic travelling circuses and a cap designed to evoke a Maharaja crown.
ABD Managing Director Amar Sinha said India’s spirits industry was at an inflection point, with consumers increasingly prioritising quality, distinctiveness and evolved drinking experiences. He said the launch reflected ABD’s ambition to lead India’s premiumisation journey.
BikramBasu, Group Chief Marketing and Innovation Officer, said the brand captures a modern, globally competitive India while remaining rooted in traditional values.
The Indian Edit will be available in 750 ml, 500 ml and 180 ml formats across 15 markets, including Assam, Maharashtra, Delhi, West Bengal and Telangana. In Assam, the 750 ml pack is priced at ₹990. The company plans to expand into additional markets.
