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INDIA: Diageo ups marketing control of Radico Khaitan JV

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Diageo is looking to take a more active role in Masterstroke whisky, the brand jointly launched by Diageo and Radico Khaitan in India last year.

Local reports yesterday (21 Aug) said that the brand personnel for Masterstroke, currently working out of Radico Khaitan's offices in Delhi, will move to Mumbai to operate more closely with Diageo's team in the city.

Diageo India's managing director, Asif Adil, was cited by The Economic Times as saying: "We are behind schedule on developing new products, but our resolve remains the same. Building a new brand is never easy in (the) Indian spirits industry and we have learnt some valuable lessons. I feel a brand in the first year should not be judged by volume sales, but on its performance on brand metrics where we have done well.

"The focus over the next one year will be on re-igniting Masterstroke."

Speaking to just-drinks today, a spokesperson for Diageo said: "The joint venture between Diageo and Radico Khaitan remains as strong and vibrant as ever.

"Diageo will play a more active role in the marketing activities of the JV and its brand Masterstroke whisky. The JV will draw on the best of both partners, including sales and distribution strengths, in order to derive maximum synergies from both operations."

Diageo and Radico Khaitan teamed up in August 2006 to form a 50:50 joint venture to "exploit the large and developing Indian made foreign liquor (IMFL) segment", the companies said at the time.


Sectors: Spirits

Companies: Diageo

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