In a bold career move, Amar Sinha has resigned as Chief Operating Officer of Radico Khaitan Limited, India’s prominent whiskey producer, to become Managing Director at competitor Allied Blenders and Distillers. The announcement, effective March 31, highlights intensifying talent wars in the spirits sector.
A veteran of the industry, Sinha brought his expertise from a prior stint as Executive Director and CEO at Allied Blenders (formerly BDA). Since joining Radico in March 2017, he played a pivotal role in operational excellence and brand expansion. His farewell note praised the collaborative spirit at Radico: ‘I am deeply thankful for the trust and support from the board and team during my tenure.’
This leadership change follows a challenging episode for Radico last year. The launch of premium whiskey ‘Trikal’ sparked widespread controversy over its packaging, which many viewed as disrespectful to Hindu deities due to the third-eye-like symbol. Priced at a steep ₹3,500-4,500, the brand was quickly discontinued after public outcry.
Defending the intent, Radico explained ‘Trikal’ symbolized timeless Indian essence from Sanskrit, featuring a minimalist blue bottle label. As a responsible corporate, the firm conducted an internal audit and chose to withdraw the product, honoring citizens’ voices.
Known for iconic labels like Rampur Single Malt, 8PM Whisky, and Magic Moments Vodka, Radico Khaitan continues to dominate the market. Sinha’s departure raises questions about future strategies, especially in premiumization. Industry watchers predict a seamless transition, but the move signals deeper consolidation trends in India’s booming liquor market.