Radico Khaitan lights up Times Square in Diwali Spectacle

 Radico Khaitan, one of the pioneering producers of Indian-made foreign liquor (IMFL), brought Diwali, the festival of lights to one of the world’s most iconic landmarks: Times Square, New York City.

The maker of Rampur Indian Single Malt, in its awe-inspiring 3D display wove together tradition and innovation to display India’s rich cultural heritage in the heart of the Big Apple.

This bold tribute to India’s festival of light wasn’t just about showcasing a brand – it was about evoking the spirit of Diwali, symbolising prosperity, joy, and the warmth of togetherness. With golden amber liquid flowing through the 3D display, the Company created a spectacle that connected Indians around the world with their roots, bridging oceans to remind the diaspora that, no matter where they are, the light of Diwali binds them to their heritage. This unforgettable celebration at Times Square is a proud nod to the depth of Indian culture, reminding audiences worldwide of the timeless allure of Indian festivals.

“Times Square is a symbol of energy, diversity, and global connection, and there’s no better place to celebrate India’s festival of lights. Our Diwali display is a tribute to the resilience and spirit of Indians everywhere, and an invitation to the world to experience the beauty of our heritage. As we bring our brands to international markets, we are proud to carry forward the essence of India in every bottle, every celebration,” said Mr Abhishek Khaitan, Managing Director of Radico Khaitan.

Radico Khaitan has not only made its mark in India but is also carving a significant global presence, carrying forward India’s legacy of fine craftsmanship. With its flagship Rampur Indian Single Malt Whisky in seven distinct variants, Jaisalmer Indian Craft Gin, the globally launched Sangam World Malt Whisky, and the newly introduced Kohinoor Rum, Radico Khaitan stands as a true ambassador of Indian excellence in spirits. Each offering is a testament to India’s artisanal heritage, blending ancient traditions with a contemporary appeal that resonates with consumers across the world.

From the shelves of New York to the bars of Europe, the company is showcasing India’s spirit-making prowess with products that honour their roots and bring a taste of India’s luxurious traditions to a global audience.

Radico Khaitan’s commitment to Indian heritage extends beyond products to championing India’s culture and values on the global stage. With its Diwali presence in Times Square, Radico Khaitan didn’t just light up a billboard; it lit up Indian pride on an international scale, bringing India’s festive grandeur and heritage to one of the most celebrated stages in the world.

Radico Khaitan at a Glance:

Radico Khaitan Limited (“Radico Khaitan” or the Company) is among the oldest and one of the largest manufacturers of IMFL in India. Earlier known as Rampur Distillery Company, Radico Khaitan commenced its operations in 1943 and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. In 1998 the Company started its own brands with the introduction of 8PM Whisky. Radico Khaitan is one of the few companies in India to have developed its entire brand portfolio organically.

The Company’s brand portfolio includes Rampur Indian Single Malt Whiskies, Sangam World Malt Whisky, Spirit of Victory 1999 Pure Malt Whisky, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection Royal Crafted Whisky, Happiness in a Bottle: A Happily Crafted Gin, Morpheus and Morpheus Blue Brandy, Magic Moments Vodka, Magic Moments Remix Pink Vodka, Magic Moments Dazzle Vodka (Gold & Silver), Magic Moments Verve Vodka, 1965 The Spirit of Victory Premium XXX Rum and Lemon Dash Premium Flavored Rum, After Dark Whisky, 8PM Premium Black Whisky, 8PM Whisky, Contessa Rum and Old Admiral Brandy.

Radico Khaitan is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. The Company has distilleries situated in Rampur, Sitapur and Aurangabad, Maharashtra which is a 36% joint venture. The Company has a total owned capacity of 320 million litres and operates 43 bottling units (5 owned, 29 contract and 9 royalty bottling units). It is also one of the largest exporters of Alcoholic beverages from India, with brands available in over 102 countries.