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R. Balaji

Chennai, Sept. 5 The Mumbai-based Tilaknagar Industries, a leading Indian Made Foreign Liquor manufacturer, has tied-up with Chennai-based bottler Elite Distilleries Pvt Ltd to launch its brands in Tamil Nadu.

Tilaknagar Industries official confirmed the development and said that this was part of its plans to expand its markets in the South. The company sees a huge potential in Tamil Nadu, which is one of the largest and fastest growing market for IMFL. This will be first entry for Tilaknagar’s brands into the State.

Tilaknagar has registered six brands with Elite Distilleries. These include premium brands such as Mansion House French Brandy, Courrier Napoleon Brandy, Senate Royale Whisky and the mass market Shot OLP Brandy and Madira XXX Rum for launch in the State.

The company has similar tie-ups in Andhra Pradesh, Karnataka and Kerala, which are some of the strongest IMFL markets. The latest arrangement with the bottler in Tamil Nadu completes its reach in all the States in the South, company officials said.

Tilaknagar is also expanding its presence in the other regions. It also has a strong presence in the CSD (Canteen Stores Department) of the defence market, the official said.

According to official statistics, IMFL sales in Tamil Nadu is estimated at 355 lakh cases in 2008-09, a growth of about 16 per cent over the previous year’s sales of 306 lakh cases.

According to market sources, Tilaknagar has a handful of lease arrangements and nearly 20 tie-ups with bottlers.

Elite Distilleries is one of three units to be licensed last year by the State Government and has a bottling capacity of about a million cases of IMFL annually. Apart from Tilaknagar’s brands, Elite has also registered a range of brands of brandy, whisky and rum positioned in the premium, medium and ordinary segments.

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