Amrut- The Great Churn : The Global Story Of India’s First Single Malt | Hardcover

Amrut—the Great Churn: The Global Story of India’s First Single Malt by Sriram Devatha chronicles the rise of Amrut Distilleries from a Bengaluru-based family business to an internationally recognised producer of single malt whisky. Combining business history, brand storytelling and insights into the craft of whisky-making, the book follows the vision of the Jagdale family as they challenged perceptions of Indian whisky and built a globally respected brand.

From the creation of the celebrated Amrut Fusion to the company's efforts to win acceptance in international markets, the narrative explores innovation, entrepreneurship and perseverance. It also examines the science of distillation, branding strategies and the changing place of Indian products on the global stage, making it an engaging read for readers interested in business, branding and premium spirits.

About This Book

The book traces the journey of Amrut Distilleries and the people behind its success, including Neelakanta Rao Jagdale, whose vision helped redefine what Indian whisky could achieve. It follows the company's efforts to introduce its single malts to discerning international audiences, from blind tastings in the United Kingdom to building recognition among whisky enthusiasts and industry professionals.

Amrut—the Great Churn: The Global Story of India’s First Single Malt also explores the wider business landscape, including alcohol regulation in India, the dynamics of a family-run enterprise, the challenges of overcoming global perceptions of Indian whisky and the craftsmanship involved in producing award-winning single malts. Through these stories, the book presents a broader account of innovation, resilience and brand building.

What You'll Discover

• The story behind Amrut Distilleries and its global journey.
• How Amrut Fusion helped establish India's first internationally recognised single malt.
• Insights into whisky distillation, blending and craftsmanship.
• The role of branding and international market strategy in building a premium brand.
• The challenges faced by an Indian family business entering global markets.
• Perspectives on alcohol regulation, premiumisation and the whisky industry.

Perfect For

• Readers interested in business and entrepreneurship.
• Whisky enthusiasts and collectors.
• Readers interested in branding and marketing.
• Fans of business biographies and corporate histories.
• Those interested in Indian brands with global success stories.

Why You'll Love This Book

Amrut—the Great Churn: The Global Story of India’s First Single Malt combines the story of a pioneering Indian brand with insights into entrepreneurship, innovation and the craft of whisky-making. It offers an informative account of how determination, creativity and long-term vision helped transform a home-grown distillery into an internationally recognised name.