January 29, 2015: Tilaknagar 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 withSenate Royale Blue Grain Whisky. This new offering will be competing with Diageo and Pernod.
Senate 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 Narasimhan, Deputy Managing 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.”
Pinaki 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 International 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.