Indian Single-malts set to be national pride

Whatever tariffs or tantrums Trump throws, India’s growth story will advance. In essence, a flourishing Indian whisky industry creates a more robust agricultural supply chain, leading to indirect support for the farmers who supply the essential grains.

The Kadamba is part of the growing market for Indian single malts, a trend highlighted by reports stating that these brands are contributing to the expansion of the entire Indian whisky category. The production of any single malt whisky requires malted barley. As demand for such whiskies increases, so does the demand for the barley produced by our farmers.

Trump's own misadventures: American hegemony. World does not revolve around American dictates. Trump's weaponisation of tariffs has not only shaken the foundations of the global trading system but also created new opportunities for countries like India, China, and Russia to come together in ways that were previously difficult.

US is a very important trade partner but it is not the only trade partner. There are other important markets. For example, the European Union, the entire East Asia and Southeast Asia market. Diversification is the need of the hour.

"Yes, Scotch (Scottish whisky) is widely recognised as the national drink of Scotland, like wise "Indian Single-malt whisky" can be carved as National Drink/Pride of India that supports barley growing Indian farmers, economy as a whole and boost exports worldwide," says Dr. Mohan Krishna Balivada, founder of Cheers group and World’s first alco-bev marketing Doctorate.

Indian single malt exporters like Kadamba makers Cheers group are struggling with the recent 50% US tariff, which raises prices and creates disadvantages in the American market. The tariffs could lead to a $5-10 price hike per bottle and limit growth in a market where Indian brands are trying to expand against American and Scotch competitors.

The tariff was implemented by President Donald Trump and is expected to hit various sectors, with alcohol being a key export for India.

"The tariffs are expected to impact India's overall alco-bev exports, though premium spirits like Single-malts have some ability to absorb costs" says Ashwin Balivada CEO of Cheers group who mastered Business Management from Cambridge University UK. "The tariffs could hinder the expansion efforts of Indian brands in the U.S., which has been a long-term goal" adds he.

"With the challenges in the export market, there is an increasing emphasis on innovation and brand building to compete globally" affirms Dr. Krishna.

US President Donald Trump's doubling of tariffs on imports from India to as much as 50 per cent took effect as scheduled from August 27, delivering a serious blow to ties between two powerful democracies that had in recent decades become strategic partners. What's your say on this being world's first alco-bev marketing Doctorate having held positions of Strategy-head in multi national companies and now on a strategic entrepreneurial journey making Kadamba Indian single-malt whisky a globally acclaimed brand in a short-span-of-time:

Dr. Mohan Krishna Balivada, founder of Cheers group expressed confidence in India's ability to overcome trade challenges by becoming a global manufacturing hub and emphasized national pride, stating that Indians should unite to resist foreign economic pressure and prioritize self-reliance, and further states:

Indian Single Malt whiskies can lead to "National Pride" with Swadeshi push through clear Indian origin tags building consumer trust and retail practices.

Indian Single Malt whiskies can promote "Swadeshi" through dignity and visibility. Encouraging voluntary “Made in India” signage could foster national pride among consumers and merchants alike. When Indian origin becomes a mark of identity rather than a mandate, self reliance may become ingrained in consumer choice.

India could elevate domestic products in a way that feels empowering rather than coercive. 'Vocal for local’ initiative can reframe legacy into a modern push for competitive, high quality spirits by strategic branding.

As an emergency breathing space, the government could include the beverage alcohol industry under the GST ambit. Today, India is world’s biggest whisky consumer and manufacturer of spirits but not able to compete in the global markets as the GST on input raw materials cost cannot be offset as currently the industry is not under GST, resulting in taking the GST effected on input raw materials as a 'cost'.

Further, the country should identify and facilitate entry into new global markets for affected sectors, he emphasised.