Shaw Wallace and Company (SWC), one of India's leading domestic alcohol producers, is undergoing a major internal overhaul in an attempt to make it globally competitive, The Economic Times of India (ET) reported today.

The changes include appointments to the top level of executives with industry outsiders moving in to take over key roles in the finance, marketing, sales and advertising of its core liquor and beer divisions.

Executive director of SWC Komal Wazir told the ET the company was in the process of revamping its top brass in order to gear up for the increasing competition in the Indian market as more foreign players arrive.

She said that although several new appointments had been made the company had been unable to find a suitable person for managing director. Wazir said she had appointed US-based agency Heidrick and Struggle to look for a suitable person to fill the position.

The business was also said to be streamlining its operations by bringing down the number of subsidiaries from 70 to 10. It is also adding two new brands to its own portfolio - White Mischief Paradise gin and India's Pride dark rum - and relaunching its own brands to give them an international look.