**Modi Illva Launches Premium Whisky Singhasan to Compete in Growing Market**
Modi Illva India is set to invest ₹200 crore over the next five years to secure a 5% share of India’s scotch whisky market, driven by increasing consumer demand for premium products. The company, known for its Rockford whisky, has introduced a new premium blended whisky named Singhasan, positioning itself against established brands like Johnnie Walker Red Label.
Abhishek Modi, managing director of Modi Illva, emphasized that Singhasan is a wholly Indian product, distinguishing it from existing IMFL scotch blends. He noted that shrinking margins in entry-level whisky are pushing the trend towards premiumization, as consumers become more discerning in their choices.
Founded in 2008 as a joint venture between the Umesh Modi Group and Italy’s Illva Saronno, Modi Illva entered the premium whisky market with Rockford Reserve in 2011, followed by Rockford Classic in 2014. The company reported sales exceeding two million cases in 2022 and has established a strong presence in key states such as Delhi, Uttar Pradesh, and Haryana, operating across approximately 20 states.
Modi highlighted that the Rockford category has achieved a 20% market share, with the company experiencing a remarkable 78% compound annual growth rate (CAGR), compared to the industry average of 8-10%. He believes that the new launch will cater to the rising demand for premium whiskies, noting that the market for premium whisky has expanded from five million to 20 million cases over the past decade.
Singhasan is priced between ₹1,200 and ₹1,300 in Delhi and was soft-launched in Odisha, Goa, and Haryana in late 2024, with plans for further expansion into other markets. To support its growth ambitions, Modi Illva will allocate ₹200 crore for research, development, and marketing efforts to promote the new whisky. The company aims to capture a 5% share of India’s six-million-case scotch whisky market, which currently represents one-third of the 20 million premium cases sold annually.
Despite the challenges of rapid scaling in the liquor industry, Modi is optimistic about the company’s prospects. He stated, “We have a strong distribution network, so we should be able to hit the ground running pretty soon,” projecting profitability within two years. Currently, whisky constitutes 95% of the company’s sales, with the remaining 5% coming from its Artic vodka.