Khukri Rum Expands to India: Aiming to Capture Premium Spirits Market

Khukri Rum has launched in India, targeting premium consumers through MCKT Beverages India. The initial rollout will occur in Uttar Pradesh, Maharashtra, and Goa, with a plan to reach ten cities by FY26. The brand offers three variants and hopes to engage Indian consumers who prioritize quality over quantity in alcoholic beverages. Future expansions may include establishing a manufacturing facility in India.

Khukri Rum, a celebrated rum from Nepal, has made its debut in the Indian market with an ambitious plan targeting premium consumers. MCKT Beverages India intends to sell 20,000 bottles by FY26. Initially, Khukri Rum will be introduced in Uttar Pradesh, Maharashtra, and Goa, with plans to extend into Haryana, Rajasthan, the Northeast, and Southern India. The brand aspires to establish a presence in ten cities by the end of FY26 and is exploring duty-free store collaborations at airports in Hyderabad and Goa.

Harsh Sinha, Country Director for India at MCKT Beverages, highlighted the company’s vision: “The company envisions crafting quality beverages and creating happiness globally. India is expected to become a major contributor to the overall business portfolio over time. Over the next five years, we expect to grow three times our current mark.” Khukri Rum enters India with three variants: Triple X, White, and Spice, boasting international acclaim for its excellence and quality.

Khukri XXX Rum is characterized by its bold flavor profile, offering earthy undertones and a smooth caramel finish. The Spiced Rum includes a blend of spices, dried fruits, and ginger, while the Khukri White Rum appeals to those seeking a tropical taste. The brand employs a mixed retail strategy, beginning with general trade and progressing to bars and restaurants, targeting clients in the luxury spirits market. Prices range from ₹1,700 to ₹2,000.

Sinha observed that Indian consumers are increasingly discerning, stating, “They are drinking less but opting for more quality beverages, and that’s where we fit in.” The rum is crafted from high-quality Nepalese sugarcane and aged in Shorea Robusta casks, with some batches undergoing up to 45 years of maturation. It is already available in markets like the United States, the UK, and several European regions.

The company’s unique advantage lies in its premium ingredients and aging process. Sinha noted the expanding rum category in India, with a notable shift in demand towards premium and flavored rums. The standard rum segment’s sales increased from 500,000 to 600,000 cases between 2023 and 2024.

While Sinha did not disclose specific investments, he affirmed that these developments are part of a long-term strategic framework, hinting at potential manufacturing facilities in India. He remarked, “Whiskey dominates but rum is the next big category (in India). Consumers are exploring premium rums, and we see a huge opportunity. “

Since its inception in 1959, Khukri Rum has garnered numerous accolades, including a Gold medal at the 2020 London Spirit Competition and a silver at the 42nd World Selection of Spirits & Liqueurs.

Khukri Rum’s entry into the Indian market exemplifies the growing demand for premium spirits. With a strategic plan to establish a strong foothold in key cities, the brand aims to cater to discerning consumers seeking quality beverages. Harsh Sinha’s insights underline the opportunities within the rum segment, making Khukri Rum a promising addition to India’s evolving liquor landscape. Their commitment to quality and immersive brand experiences positions them well for future growth.

Original Source: www.cnbctv18.com