Jagatjit Ind Seeks New High, Reinvents Itself

Aristocrat whisky-maker to use over Rs 200 cr raised from KKR’s lending arm to recapture market share, upgrade tech ..

The company has also decided to position itself as an aspirational brand, and not just a liquor company. In January, it brought on board actress Kalki Koechlin as an ambassador for its Vodka brand. “We were a distributor-led company, and we have, in the last year, decided that we need to be consumer-focused… We want to engage with the youth,“ Jaiswal said.

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