Indian Distiller Taps International Expertise as Industry Faces Foreign Competition
NV Group, one of India’s largest grain spirit distillers, has appointed Rohit Tiwari as Senior Advisor to Chairman Ashok Jain, marking a strategic move to accelerate the company’s international growth ambitions. The appointment comes as the Delhi-based spirits company prepares to transform its “Make in India” premium portfolio into a global force.
Tiwari brings over three decades of experience in strategic leadership, capital raising, and global market strategies to his new role. He currently serves as Executive Chairman of Morris Street Advisors USA, a merchant banking and strategic advisory firm that provides investment, media, commodities, and technological solutions to clients worldwide.
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Disrupting Global Markets Through Innovation
The new advisor has outlined an ambitious vision for NV Group’s international expansion, emphasizing the company’s unique position to disrupt established markets through innovation and design excellence.
“We’re not just building brands; we’re creating enduring value through innovation, design excellence, and a deep understanding of evolving consumer aspirations across mature markets,” Tiwari stated. “Our competitive edge lies in blending India’s rich distilling heritage with cutting-edge flavour innovation, rapid product development, and world-class design.”
The strategic appointment positions NV Group to leverage India’s traditional distilling expertise while meeting the sophisticated demands of international consumers. Tiwari emphasized that the company aims to redefine category standards and set new benchmarks in quality, creativity, and cultural relevance.
Strengthening Position Against Foreign Competition
Chairman Ashok Jain highlighted the timing of the appointment, noting that it comes at a critical juncture as the Indian spirits industry faces intensifying foreign competition. The leadership transition aims to institutionalize the group for sustained growth while strengthening its competitive capabilities.
“His extensive experience and strategic acumen will be invaluable as we scale NV Group’s portfolio,” Jain explained. “By institutionalising the group for its next phase of growth with Rohit’s guidance, we hope to strengthen our ability to compete and thrive in the global spirits industry and set the foundation for long-term success.”
The appointment reflects NV Group’s commitment to building institutional strength to compete effectively against international brands entering the Indian market while simultaneously expanding its own global footprint.
International Partnership Strengthens Strategic Capabilities
James Bright, CEO of Morris Street Advisors USA, expressed enthusiasm about the partnership, emphasizing his firm’s commitment to excellence and innovation. The collaboration brings international expertise in capital raising and global market strategies to support NV Group’s expansion plans.
“Our team’s expertise in capital raising and global market strategies has been pivotal in driving sustainable growth and positioning our international clients for long-term success,” Bright stated. “We are excited to continue our journey of expansion and to provide unparalleled guidance to our valued partners such as NV Group.”
The partnership with Morris Street Advisors USA provides NV Group access to international networks and expertise crucial for navigating complex global markets and securing the capital needed for expansion.
Comprehensive Premium Portfolio
NV Group’s diverse portfolio includes several premium brands positioned for international growth. The company’s flagship products include Smoke Lab Vodka, Mohulo Sipping Gin, Royal Envy Exclusive Premium Whisky, Blue Moon Indian Dry Gin, and Blue Moon Elite Vodka, among others.
The portfolio also encompasses Stainley Whiskey, Discovery Elite Whisky, Party Special Deluxe Whisky, Party Special Blu Premium Whiskey, Crazy Romeo Deluxe Rum, Brande XO, LANGUR Super Strong Beer, and Smoke Lab Water, providing options across multiple spirits categories.
Established Manufacturing Infrastructure
Founded in 1994, NV Group has built substantial manufacturing capabilities across India to support its expansion plans. The company operates production facilities in Punjab, Haryana, Maharashtra, and Goa, with additional lease units in Chhattisgarh and Chandigarh, plus a tie-up unit in Satpuli, Uttarakhand.
This extensive manufacturing network provides NV Group with the production capacity and flexibility needed to serve both domestic and international markets effectively. The company’s grain-to-bottle expertise positions it well for maintaining quality standards while scaling operations.
Strong Distribution Network
Beyond manufacturing, NV Group has established itself as one of the leading distributors of liquor and wines in Delhi, with a significant presence in other Indian states. This distribution expertise provides valuable experience in market penetration and brand building that can be leveraged for international expansion.
The company specializes in the production, bottling, and distribution of premium Indian Made Foreign Liquor (IMFL), giving it comprehensive understanding of the spirits value chain from production to consumer.
Industry Growth Trajectory
The appointment signals NV Group’s confidence in the growth potential of the premium spirits market, both domestically and internationally. As consumer preferences evolve toward premium products and Indian brands gain recognition globally, the company is positioning itself to capitalize on these trends.
The strategic focus on innovation, design excellence, and understanding consumer aspirations reflects broader industry trends toward premiumization and brand differentiation in the competitive spirits market.
With Tiwari’s international expertise and NV Group’s established manufacturing and distribution capabilities, the company appears well-positioned to execute its ambitious global expansion strategy while defending its domestic market position against foreign competition.
