Varun Gupta, Founder, and Paritosh Bhandari, Advisor, Three Brothers Distillery, in a candid conversation with BW Retail World about the vision, challenges, and future roadmap of their premium Indian whisky brand
What was your vision behind creating 55North whisky?
Varun Gupta: Our vision was to craft a whisky that blends Indian character with global refinement. We wanted a premium product with refined packaging. The ethos of Three Brothers is authentic, world-class, and rooted in exploration.
What unique production or blending techniques set 55North apart?
Varun Gupta: We ensure grain quality control at our distillery. The whisky blends premium Indian grain spirit with four to five different aged Scotch malts (3–5 years). This creates a distinctive premium profile that sets us apart from competitors.
What are your short- and long-term goals for 55North?
Varun Gupta: In the short term, we aim to capture 4–5 North Indian states within a year. In the long term, we want to expand nationally and then globally, making Indian grain whiskies recognised worldwide.
What narrative is 55North creating for marketing?
Paritosh Bhandari: The brand is positioned as a bold whisky for the modern explorer. Inspired by the 55th parallel, it marries Indian craftsmanship with Scotch malts. We’re targeting consumers who explore life in unique, adventurous ways.
What challenges do Indian premium whisky brands face compared to international players?
Paritosh Bhandari: The biggest challenge is perception—Scotch has traditionally been seen as premium, largely due to British influence. However, Indian craft spirits are increasingly gaining global recognition. With 55North, we are building authenticity and transparency through farm-to-glass production, Scotch blending, and a strong storytelling ethos. We’re not competing directly with Scotch; we’re creating an Indian identity.
What new launches or future plans are on the horizon?
Varun Gupta: We are planning a higher premium whisky priced between ₹500–600 per bottle, set to launch next month in time for the wedding and festival season. Our focus is on premiumising the segment while offering value-for-money blends.
Paritosh Bhandari: Our strategy is to take smaller steps—building distribution in select states first, then expanding nationally and globally. The portfolio will include both premium and value spirits to cater to a broad consumer base.
