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Radico Khaitan looks to mop up 3 m cases in South

Boby Kurian

Bangalore , July 12

DOMESTIC spirits major Radico Khaitan expects its sales volume in the Southern markets to double in the current financial year. The company that mopped up nearly 1.5 million cases from the South last year has targeted depletions of over three million cases in the ongoing year.

The Lalit Khaitan-managed company has been bolstering its presence in the South in recent years, with Andhra Pradesh being its strongest turf till now. Radico Khaitan's recent entry into Tamil Nadu, the second-largest market for Indian Made Foreign Liquor (IMFL), is expected to swell its sales volume by nearly five lakh cases in the current year, company officials said. "We have made a good beginning and expect to cross monthly sales of 50,000 cases by September and maybe one lakh by the year-end," they said.

Radico has entered Tamil Nadu with three brands: Contessa Rum, Old Admiral Brandy and 8PM Select Whisky.

Industry observers argue that Radico's strong showing in the South has been triggered by Old Admiral Brandy, which is tipped to sell over a million cases in the current year. The brand has eked out a significant share in the brandy segment in Kerala and Andhra Pradesh. However, the company has been ramping up its presence in the South since 2000 and has seen its annual volume move up from under three lakh cases to nearly 1.5 million cases.

Radico Khaitan could end the current year with sales between 12 million and 13 million cases.

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