ADB adds fizz to Mallya duel with forays, brands

But despite two decades of legal wrangling, ABD refuses to relent and is now foraying into newer segments to gain more market share, reports CNBC-TV18's Amrita Panja.

ABD, makers of India's second-largest selling whisky- Officer's Choice- is foraying into the semi-premium whisky segment with its brand - Officer's Choice Blue. From being a single brand company three years ago to now agressively adding new products into its cellar, the Kishore Chhabria-led liquor major is looking at brewing growth.

Deepak Roy, executive vice-chairman and CEO, ABD, "Most certainly we will follow the market trend and concentrate more on the premium market, Regular whisky which holds 25% of the spirits market grew by 5% whereas the semi-premium whisky segment grew by 26%."

But ABD faces challenges in raising funds for its growth plan especially  since the company has been locked in a legal battle with rival Vijay Mallya's United Spirits over raising of fresh funds. ADB is confident of being well positioned to fund its expansion plans.

"Most of what you hear about the litigation is frivolous. We have no concerns at all that at the time when we are ready to raise capital we are not able to do it. We have not decided if it will be through private equity or an IPO. As of now our internal accurals and our promoters investing funds is enough," explained Deepak Roy.

Despite the legal slugfest, the company is looking at more product launches. ABD is ready to take on competition by launching two more premium brands this year.

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