Allied Blenders and Distillers Limited (ABDL) has partnered with Bollywood actor Ranveer Singh in a new luxury spirits venture, where Singh has become an equity partner. This collaboration is aimed at leveraging Singh’s market influence and creative expertise to enhance ABDL’s luxury segment while distinguishing it from its mass-market products.
The company emphasized that the partnership would allow quicker decision-making, adaptability to market trends, and specialized marketing strategies tailored to luxury spirits. Alok Gupta, ABDL’s Managing Director, expressed confidence in the venture, highlighting the synergy between innovation and Singh’s dynamic personality, ensuring the luxury offerings resonate with consumers.
As Indian consumers increasingly shift toward luxury products, ABDL aims to make a substantial impact in the premium spirits sector. Ranveer Singh noted that this initiative is about more than just high-end products; it’s about meeting the aspirations of Indian consumers by blending world-class quality with India’s rich flavors.
ABDL plans to launch its own brands, collaborate with Indian startups, partner with international brands, and capitalize on its extensive sales and manufacturing networks with focused go-to-market strategies.