Guwahati, Jan 12: Ahead of Magh Bihu, Radico Khaitan, the country’s largest IMFL company, launched four premium brands in Assam during an event here on Wednesday evening.
“The premium brands – Royal Ranthambore Heritage Collection Whisky, Jaisalmer Indian Craft Gin, Morpheus XO Premium Brandy, and Magic Moments Dazzle Vodka – now launched in Assam, have garnered an overwhelming response across the country and overseas over the years,” the company said in a statement issued on Thursday.
“With this launch, the consumers in Assam will have access to Radico Khaitan’s premium range of products and will get to experience the ‘superior’ taste,” it said.
Commenting on the launch, Amar Sinha, the chief operating officer of Radico Khaitan, said, “Assam is a power state of the Northeast and we are thrilled to bring our power brands to resonate with the state’s spirit. The market situation is extremely encouraging and we feel the state is always up for upgrade and experimentation.”
“We are launching these brands at the auspicious time of Bihu. We are confident that the people of Assam will make our brands a part of their celebrations. It is our gift to them to mark the festive season,” Sinha said.
“We are proud that Assam has been a partner in the growth of our company in the past five years. The launch of these brands are a stepping stone to a host of other big plans that we have for the state which will be announced in due course of time. The Northeast is a fertile market which has over the years witnessed double digit growth,” he said.