Globus Spirits has outpaced much bigger players like Diageo India and Radico Khaitan in the last one year. Is the ‘high’ here to stay?
Nimboo, Ghoomar, Heer Ranjha and Narangi. Ever heard of them? Probably not. They are all brands of country liquor that have outpaced more hallowed peers like McDowell’s No. 1 and Royal Challenge by defying industry trends last year, including the disruption caused by COVID-19.
Thanks to them, Ajay Swarup and his son Shekhar Swarup have scaled new heights over the last few months. Their “high” is because of the nearly 12.3 million cases of Nimboo, Ghoomar, Heer Ranjha and Narangi that their Globus Spirits Ltd sold in 2020-21.
That was a 12% increase in annual sales, a remarkable achievement in …
Prince leads the newsroom at The Morning Context as managing editor. A fascination with the written word has taken Prince to some of the leading newsrooms across the country, including The Economic Times, Dow Jones Newswires, Forbes India and Moneycontrol. In a career spanning 20 years, Prince has led teams, managed pages, projects and special editions, and has authored The Consolidators, published by Penguin Random House in 2017.
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