Tilaknagar Industries Plans Luxury Portfolio Expansion After Launching New Brandy Brand.

Tilaknagar Industries, the makers of Mansion House Brandy, is expanding its luxury portfolio with the launch of Monarch Legacy Edition. This new brandy offering is part of the company's strategy to introduce multiple price points in the brandy segment, similar to what has been done with whiskey. Amit Dahanukar, Chairman and Managing Director of Tilaknagar Industries, shared that the launch of Monarch will be followed by another luxury product in the same category within the next six months.

Dahanukar highlighted the gap in the luxury brandy market and emphasized that as market leaders, it was the company’s responsibility to drive this expansion. "Our focus over the past four years has been on creating a price ladder in the brandy category. With Monarch, we see an opportunity to fill a gap in the premium end of the market,” he said. The product was launched in Maharashtra and will gradually be rolled out across India. Initially, it will be concentrated in the Southern states, where 85-90% of the company’s sales are currently concentrated.

In addition to its domestic market, Tilaknagar is also eyeing international expansion for Monarch, with pre-orders already coming from several countries. The company is targeting key export markets in the Middle East, Africa, and Southeast Asia.

Dahanukar also provided insights into the Indian-made foreign liquor market, noting that brandy holds a 22% share of the market, with whiskey dominating at over 60%. Tilaknagar commands a 20% market share in the states where it operates, including a recent entry into Tamil Nadu, where it expects strong growth.

The Monarch Legacy Edition, a 750 ml bottle with an alcohol by volume (ABV) of 42.8%, is priced at ₹6,750 in Maharashtra.

HBL