'Will invest €1,000 cr in next 3 years'

Consumer preferences are undergoing a significant shift, driven by rising disposable incomes and a penchant for experimentation, particularly in the beverages sector. Som Distilleries & Breweries has seen a surge in demand for premiumisation, especially in Indian single malt whisky. As the company gears up for expansion and introduction of new offerings, J K ARORA, chairman and managing director of the alcobev company, talks about the market trends and robust growth trajectory in a video interview with Aneeka Chatterjee. Edited excerpts:

How do you see the shift in consumer preferences?

The shift in consumer preference is primarily there for two reasons. First, the young generation now prefers to experiment with new things. With disposable income rising, the youth is okay with paying extra, for say, beer. Second, there is a premiumisation trend for the scotch category too. Currently, Indian single malt is gaining traction in the domestic market as well as through exports and is accepted worldwide. At Som Distilleries, we have a wide portfolio starting from single malt to economy-range whisky.