The number of barrels of premium whisky distilled by Chivas Brothers, the €2.6 billion Scotch whisky arm of liquor major, Pernod Ricard, outnumbers the 5.5 million population of Scotland.
One of the key demands of Britain - duty reduction and gradual zero duty on alcoholic beverages – likely to be accepted by India.
The company will first launch ready-to-drink beverages from global portfolio and eventually manufacture under its IMFL brands too.
A discreet army of shop assistants is educating India’s newly affluent about the finer nuances of luxe. Hindol sengupta plays fly on the wall.
