Mumbai: India’s alcobev industry is witnessing a significant transformation driven by premiumisation, evolving consumer aspirations, and growing demand for premium experiences. Industry trends indicate rising consumer preference for quality-led Indian-origin premium spirits brands, especially among younger urban consumers seeking aspirational and experience-driven choices.
Amid these changing market dynamics, Modi Illva India Pvt. Ltd., one of India’s established premium spirits companies, has appointed The Reppro as its strategic communications partner. The mandate will focus on strengthening the company’s corporate positioning, leadership visibility, and brand storytelling initiatives.
The move comes at a time when communication strategy and brand positioning are becoming increasingly important for companies looking to build premium brand perception and stronger consumer relevance within India’s competitive alcobev landscape.
Speaking on the partnership, 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.”
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 in line with evolving consumption trends and increasing interest in Indian-made premium spirits.
Under the new mandate, The Reppro will lead communications strategy and media engagement for Modi Illva India across corporate communications, industry storytelling, leadership profiling, and integrated visibility initiatives.
Commenting on the mandate, Amit Gupta, Founder, 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 Umesh Modi Group and Italy-based Illva Saronno Holding S.p.A., operating across whisky, vodka, and premium spirits categories with a portfolio of Indian and international brands.
