Khukri Rum, a renowned Nepalese brand, has launched in India, targeting premium consumers with an initial aim of selling 20,000 bottles by FY26. It will begin its presence in Uttar Pradesh, Maharashtra, and Goa, before expanding further. The rum is recognized globally for its quality and offers three expressions. The brand is committed to a mixed retail strategy and aims to establish a significant foothold in the Indian spirits market.
Nepal’s renowned Khukri Rum is entering the Indian market with a focus on premium consumers. Through its Indian subsidiary, MCKT Beverages, the company plans to release 20,000 rum bottles by fiscal year 2026, as reported by Business Standard. Initially, Khukri Rum will debut in Uttar Pradesh, Maharashtra, and Goa, with plans for further expansion into Haryana, Rajasthan, Northeast, and South India.
The brand seeks to establish a presence in ten cities by FY26 and is negotiating with airports in Hyderabad and Goa regarding duty-free sales outlets. Harsh Sinha, Country Director for India at MCKT Beverages, emphasized the company’s goal to craft quality beverages globally, noting that India is anticipated to significantly contribute to the business in the future.
Sinha highlighted that Khukri Rum is the first and most iconic rum from Nepal, entering the Indian market with three variants: Triple X, White, and Spice. The brand is recognized globally for its product quality, having received numerous international awards. Khukri XXX Rum is characterized as a bold blend with earthy undertones, while the Spiced Rum features a mix of spices and toffee undertones, and the Khukri White Rum presents tropical and creamy flavors.
Adopting a mixed retail strategy, Khukri Rum will initially target general trade outlets, followed by expansion to bars, restaurants, and hotels. The price range for these premium offerings is between ₹1,700 and ₹2,000. Sinha noted that Indian consumers are becoming increasingly open to exploring premium products, preferring quality over quantity in their beverage choices.
Khukri Rum is produced using Nepalese sugarcane and aged in Shorea Robusta casks, with certain batches undergoing distillation and aging processes for nearly 45 years. The brand is already available in various international markets, including the United States, the United Kingdom, and Australia.
Sinha also indicated that the brand’s unique advantages include high-quality Nepali sugarcane and pure Himalayan water, setting it apart in the industry. He mentioned the expanding rum category in India, driven by a growing demand for premium and flavored varieties, with significant growth in standard rum segment sales.
Future expansion plans may involve establishing a manufacturing facility in India, though specific investment details remain undisclosed. Sinha pointed out that while whiskey currently dominates the market, rum represents a promising growth area, addressing an unmet demand for high-end rum options.
In summary, Khukri Rum has officially entered the Indian market, aiming to tap into the premium segment of the spirits industry. With a strategic launch focusing on quality and a diverse range of products, the company plans to expand its reach across multiple states and engage with consumers through immersive experiences. As the demand for premium rum rises in India, Khukri Rum is poised to capitalize on this growing trend, potentially leading to significant market presence within the next few years.
Original Source: www.cnbctv18.com
