India’s Premium Spirits Market Sees Rising Focus on Indian-Origin Brands and Premiumisation; Modi Illva Appoints The Reppro as Strategic Communications Partner
New Delhi : India’s alcobev sector is witnessing a significant shift as changing consumer preferences, rising disposable incomes, and growing demand for premium experiences continue to accelerate the premiumisation of the spirits market. Industry observers are also seeing stronger consumer acceptance of Indian-origin premium brands, particularly among younger urban consumers seeking aspirational and experience-led consumption.
Against this backdrop, Modi Illva India Pvt. Ltd., one of India’s established premium spirits companies, has appointed The Reppro as its strategic communications partner to strengthen its corporate positioning, leadership visibility, and brand storytelling initiatives.
Speaking on the partnership, Mr. Abhishek Modi, Managing Director, Modi Illva India Pvt. Ltd., said: “The Indian alcobev industry is witnessing a meaningful evolution driven by changing consumer aspirations, greater exposure to global experiences, and increasing appreciation for premium Indian brands. Consumers today are far more aware and discerning in the choices they make, and they are seeking brands that reflect authenticity, quality, and a stronger sense of identity.
At the same time, the relationship between brands and consumers is also changing. Building a premium brand today goes beyond product and distribution; it requires companies to participate more meaningfully in the larger conversations shaping consumer culture and lifestyle preferences in India. As the market continues to evolve, it becomes important for brands to build stronger relevance and deeper connections with audiences across markets.”
The development comes as companies across India’s alcobev ecosystem increasingly recognize brand positioning and communications strategy as key drivers in shaping premium brand perception and consumer relevance.
Modi Illva India’s portfolio includes brands such as Rockford Classic, Rockford Reserve, Rockford Imperial Reserve, Artic Vodka, and Singhasan-India’s first 100% homegrown premium whisky brand. The company has been expanding its focus on premiumisation amid evolving consumption trends and increasing interest in Indian-made premium spirits.
Under the mandate, The Reppro will lead strategic communications and media engagement for Modi Illva India across corporate communications, leadership profiling, industry storytelling, and integrated visibility initiatives.
Commenting on the mandate, Mr. Amit Gupta, Director & CEO, The Reppro said: “The Indian alcobev market is witnessing a larger shift in how premium brands are being perceived and experienced by consumers. As the category evolves, companies are increasingly recognising the importance of building stronger narratives around identity, aspiration, and long-term brand relevance.
Modi Illva has an established legacy and a growing premium portfolio within the sector. Our approach will focus on strengthening its positioning through credible industry conversations, leadership visibility, and sustained communication aligned with the changing dynamics of the market.”
Modi Illva India is a joint venture between the Modi Group and Italy-based Illva Saronno Holding S.p.A. and operates across whisky, vodka, and premium spirits categories with a portfolio of Indian and international brands.
