Radico Khaitan commands 6 percent volume share in the IMFL segment. Its Magic Moments vodka brand is highly popular in the mid-market segment and commands a market share of more than 50 percent
The company is focusing on bolstering its sales and distribution network in southern and eastern markets where the per capita consumption of liquor is relatively higher than other parts of India
Liquor consumption presents an attractive opportunity as India has a large young population and remains an under-penetrated market in the alcoholic-beverage segment.