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Tilakgar enters the luxury whisky segment in Assam

Sentinel Digital DeskBy : Sentinel Digital Desk

  |  6 Feb 2015 12:00 AM GMT

GUWAHATI, February 5: Tilakgar Industries Ltd. (TI), which has already created a mark in Assam with Brands like Blacpower Whisky in the Semi–Luxury segment, will now enter the Luxury segment with Sete Royale Blue Grain Whisky. This new offering will be competing with Diageo and Pernod.

Sete Royale Blue Grain Whisky will be catering to consumers who are looking to upgrade themselves from the Semi–Luxury and the Regular Whisky segments. Speaking about the new Brand, K. Laxmi rasimhan, Deputy Maging Director, said, “The luxury segment accounts for 55% of the industry volume in Assam and approximately 50% of the contribution pie making it an extremely critical segment to operate.”

Piki Sengupta, Senior Vice President Sales East, said “The luxury whisky segment in Assam has increased its share from 45% to 55% clearly indicating the upward shift of the consumers. The Segment is growing at a CAGR of 27% over the last five years and presents a good opportunity for us.”

The packaging has been created by renowned Intertiol and Indian designers and has a very contemporary yet elegant look. The beautifully defined paisleys reflect the Indian influence in the design. “The blend itself is a confluence of fine malts and chosen Indian spirits”, says Dr. S. Puri, Sr. VP, Production. This was stated in a press release.

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