Top whisky companies like Diageo and Pernod Ricard are experimenting with local Indian grains such as millets, Bengal gram, and maize to create unique whiskies. This is part of their broader strategy to innovate with locally sourced ingredients in India.
Ruchira Jaitly, Chief Marketing Officer at Diageo India, explained that as India becomes wealthier, people are looking to their roots for inspiration instead of just copying global trends. She mentioned that just like the US has bourbon and Canada has rye, India is exploring unique blends with its own grains. The country has diverse climates and temperatures, which adds a different twist to the whisky-making process.
Traditionally, whisky makers in Scotland and Ireland use barley, while in the US and Canada, corn, rye, and wheat are common. India does not have a globally recognized native spirit like China’s Baiju or Japan’s Sake. Instead, the market here is filled with locally made versions of European spirits, known as Indian-made foreign liquor (IMFL). These companies aim to innovate not just with the product, but also focus on sustainability by using alternative grains.
Focus on Sustainability
Gagandeep Sethi, Senior Vice President at Pernod Ricard, mentioned that their focus is on finding more sustainable grains than traditional crops like rice. They are looking at options like maize to reduce water use, lower methane emissions, and create new opportunities for farmers. This helps not only the environment but also brings new flavors to their products.
Two years ago, Diageo introduced Godawan whisky, which uses techniques from Rajasthani craft liqueur makers and is made from locally sourced six-row barley. The company, known for brands like Johnnie Walker and McDowell’s, plans to offer more choices from its internal “grain platform” experiments soon.
Vikram Damodaran, Chief Innovation Officer at Diageo India, said they are experimenting with a variety of local grains. For example, ragi has a flavor similar to the purest form of tequila, and Bengal gram has a unique taste. They prefer to use grains that are native to India rather than those common in other countries.
India is the world’s largest producer of millets, with types like bajra, sorghum, and buckwheat making up about 18% of global production. In 2023, declared the International Year of Millets by the United Nations, the Indian government announced plans to make India the global hub for millets. Many big consumer goods companies like Nestle, ITC, Britannia, Hindustan Unilever, and Marico are also launching millet-based products or expanding their existing ranges.
According to a recent IWSR report, there is a trend of “premiumisation” in India that now includes a distinctly Indian twist.
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