The Hindu Business Line : Amar Sinha joins BDA as advisor

MR Amar Sinha, who till recently was with Shaw Wallace & Company (SWC) as director in charge of its spirit division, has joined Mr Kishore Chhabria's BDA Ltd, as an advisor.

Confirming this over the telephone from Mumbai, Mr Sinha said, "I look forward to my new assignment at BDA Ltd which has a strong lineage emerging from Officers Choice. I hope to leverage my experience and add value to BDA's aggressive plans for diversifying their products in the coming months.''

It may be noted that Mr Sinha was recruited by the late Manu Chhabria to look after the spirits business of SWC in India.

During his tenure, SWC is claimed to have achieved several landmarks, with Director Special becoming a three million-case brand in 2002-03 and Royal Challenge reinforcing its leadership position in the premium whisky market with a market share of over 60 per cent.

Moreover, Mr Sinha was instrumental in working out a strategic alliance for SWC with Kyndal Spirits International of UK, the fifth largest producer of scotch whisky in the world, for a reciprocal manufacturing and marketing arrangement.

Earlier, Mr Sinha worked with leading companies such as like UB Group, SmithKline Beecham, Whyte & Mackay and Radico Khaitan. During his stint as president of Radico Khaitan Ltd and managing director of Whyte & Mackay, he was credited with the development and launch of the "8 PM'' whisky, which became a one million-case brand in the very first year of its launch, thus entering the "Limca Book of Records.''

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