With FMCG-like strategy, United Spirits sets a new high

Led by MD and CEO Hina Nagarajan, its whisky brands have outpaced many of French rival Pernod Ricard’s for the first time in several years.

When Hina Nagarajan took over as managing director and chief executive officer of United Spirits Ltd in 2021, she wasn’t new to the liquor business. She was heading the Africa market for Diageo, the British liquor multinational that had acquired USL in 2014. Prior to that stint, she had spent over three decades in the packaged consumer goods industry. 

But Nagarajan was new to the Indian liquor industry, long dominated by flamboyant promoters  who were also ruthless competitors. Much of the products were male-centric and so were the marketing campaigns. Remember Vijay Mallya, the former promoter of United Spirits, and …


Prince M. Thomas

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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