AMRUT — The Global Story of India’s First Single Malt

Carting Indian-made whisky to Scotland is like carrying coals to Newcastle. Yet, in 2004, a Bangalore-based distillery took its pioneering single malt whisky for its debut launch to the Mecca of whisky!

Amrut’s single malt whisky not only overcame the stranglehold of established brands and old-world whisky, it won accolades and validation from the Scots! It was voted third best by Jim Murray’s Whisky Bible in 2010. After tasting success overseas, the single malt whisky was launched on home turf Bangalore in 2011.

Till date, Amrut’s single malt whisky has won over 20 international awards.

The modest, tight-knit family that manages the business didn’t blow trumpets to signal its global triumph. It was business as usual for the Jagdales. Then, during Covid-19, an enterprising writer from Bangalore, on a tip from a friend, decided to write their story.

‘AMRUT — The Great Churn’ by young business storyteller, Sriram Devatha, tells the story of the Bangalore-based family business and how it quietly built a world-class brand — Amrut.

The 230-page book is not just the remarkable success story of a home-grown brand but also a fascinating narrative of smart entrepreneurship, the making of spirits — particularly whisky, how climatic conditions impact the ageing of whisky, alcohol regulation in India, the challenges and biases faced by Asian whisky makers, branding and more. Informative and replete with interesting anecdotes, it makes for compelling reading.

Nearly as old as India’s independence, Amrut Distilleries was founded in 1948 by J.N. Radhakrishna Rao Jagdale. It began as a blending and bottling unit, initially supplying liquor (Amrut XXX Rum) to the Indian military. Gradually, it expanded its product line producing gin, vodka, whisky. Today, under the third generation, it is not only a pioneer of single malt whisky coming out of India but also an established brand name globally.

The book covers ample ground, going beyond the company’s humble origins, its planned and steady growth or its success. While delineating India’s rich distilling history, different excise taxes and consumption patterns in Indian states, the author goes into the art and science of whisky — the nuances of whisky making, ageing, fermentation, blending, distilling, maturation, tasting, nosing and colour.

The pages are also peppered with interesting nuggets related to the varied and amusing experiences of Amrut’s top honchos at launches in foreign markets and blind whisky tastings, be it in bars, special events or Indian embassies.

As chief distiller, Ashok Chokalingam, the global face of Amrut who passionately introduced the brand overseas, hogs much of the coverage in the book; even more than the owners of the business and deservedly so. He started as a salesperson and went on to become a distiller. “Ashok is loyal like crazy to Amrut and Amrut is loyal to Ashok.”

What gives the book a unique cachet, quite unlike similar stories, is the detailed research and conversational style of writing with a certain lightness that would engage not just industry professionals or whisky buffs but others as well. Moreover, there are valuable lessons for Indian businesses to learn from Amrut’s story, notably the inclusive, motivating work culture and empowerment of women.

That said, the technical details and production processes outlined may seem tedious to the general reader.

Significantly, the author has done well to shine a light on a low-profile, yet successful family business that has shown how ‘to make in India for the world’.

I wish the inspiring story of the 76-year-old Amrut Distilleries was told a few years earlier. Better late, than never.

ENDS.