{"product_id":"amrut-the-great-churn-the-global-story-of-india-s-first-single-malt","title":"Amrut—the Great Churn: The Global Story of India’s First Single Malt","description":"\u003cp data-path-to-node=\"3\" id=\"p-rc_9f92028ffaf5fff0-30\"\u003e\u003cspan class=\"citation-496 citation-497 citation-498 citation-end-498\"\u003eTHE STORY OF AMRUT DISTILLERIES, THE BANGALORE-BASED COMPANY THAT CRAFTED AWARD-WINNING WHISKIES.\u003csup class=\"superscript\" data-turn-source-index=\"1\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003e\u003cspan class=\"citation-496 citation-497 citation-end-497\"\u003e\u003csup class=\"superscript\" data-turn-source-index=\"2\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003e\u003cspan class=\"citation-496 citation-end-496\"\u003e\u003csup class=\"superscript\" data-turn-source-index=\"3\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cdiv class=\"source-inline-chip-container luminous-sources ng-star-inserted\"\u003e\n\u003cbutton class=\"button multiple-button ng-star-inserted\" aria-label=\"View source details. Opens side panel.\"\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c\/button\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\n\u003c\/div\u003e\n\u003cp\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp data-path-to-node=\"4\" id=\"p-rc_9f92028ffaf5fff0-31\"\u003e\u003cspan class=\"citation-493\"\u003e\u003c\/span\u003e\u003cspan class=\"citation-493 citation-494\"\u003e\u003c\/span\u003e\u003cspan class=\"citation-493 citation-494 citation-495 citation-end-495\"\u003eOne fine day in Ooty, Bangalore-based businessman Neelakanta Rao Jagdale mixed single malt whisky with peated whisky, both crafted in his family-owned distillery. This blen\u003csup class=\"superscript\" data-turn-source-index=\"4\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003e\u003cspan class=\"citation-493 citation-494 citation-end-494\"\u003ed would put Amrut on the world map, succeeding beyond Jagdale’s wildest dreams. He had crafted nectar fit for the gods\u003csup class=\"superscript\" data-turn-source-index=\"5\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003e\u003cspan class=\"citation-493 citation-end-493\"\u003e, much like the one that rose out of the great churn of the Puranas, a whisky that would captivate connoisseur\u003csup class=\"superscript\" data-turn-source-index=\"6\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003es worldwide—Amrut Fusion.\u003c\/p\u003e\n\u003cdiv class=\"source-inline-chip-container luminous-sources ng-star-inserted\"\u003e\n\u003cbutton class=\"button multiple-button ng-star-inserted\" aria-label=\"View source details. Opens side panel.\"\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c\/button\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\n\u003c\/div\u003e\n\u003cp\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp data-path-to-node=\"5\"\u003eIndia is a land of whisky-drinkers—of the sort made from molasses, yes, but also premium Scotch. For the latter lot, anything Indian was anathema. Jagdale, a visionary, dared to dream beyond the molasses-based whiskies that India was known for. His strategy was clear: for Indian whisky to be acceptable to Indians, it would first have to be accepted by the Scots. And thus began the journey of Amrut Whisky and its many expressions.\u003c\/p\u003e\n\u003cp data-path-to-node=\"6\" id=\"p-rc_9f92028ffaf5fff0-32\"\u003e\u003cspan class=\"citation-491\"\u003e\u003c\/span\u003e\u003cspan class=\"citation-491 citation-492 citation-end-492\"\u003eBusiness storyteller Sriram Devatha follows this exhilarating story, from Newcastle bars, where Rakshit Jagdale conducted blind whisky tastings, to UK sales head and chief distiller Ashok Chokalingam’s travels across the UK trying to sell Amrut. The book covers a lot of ground—Amrut’s branding strategi\u003csup class=\"superscript\" data-turn-source-index=\"7\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003e\u003cspan class=\"citation-491 citation-end-491\"\u003ees, alcohol regulation in India, the dynamics of a family business, the Western bias against Indian whisky,\u003csup class=\"superscript\" data-turn-source-index=\"8\"\u003e\u003c!----\u003e\u003c\/sup\u003e\u003c\/span\u003e and, most importantly, the science and creativity that goes into distilling world-class whisky.\u003c\/p\u003e\n\u003cdiv class=\"source-inline-chip-container luminous-sources ng-star-inserted\"\u003e\n\u003cbutton class=\"button multiple-button ng-star-inserted\" aria-label=\"View source details. Opens side panel.\"\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c\/button\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\n\u003c\/div\u003e\n\u003cp\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c!----\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp data-path-to-node=\"7\"\u003e\u003ci data-path-to-node=\"7\" data-index-in-node=\"0\"\u003eAmrut—the Great Churn\u003c\/i\u003e is the tale of how a home-grown brand attained international cult status. It is the story of an India that not just consumes global products, but makes for the world—a tale of resilience, innovation and the pursuit of excellence.\u003c\/p\u003e\n\u003cp data-path-to-node=\"8\"\u003e\u003cb data-path-to-node=\"8\" data-index-in-node=\"0\"\u003eAbout the Author\u003c\/b\u003e Sriram Devatha loves telling brand stories across mediums. His writing is influenced by his learnings as a senior brand manager, visiting faculty teaching storytelling for entrepreneurs, and his background in audio engineering. As Consulting Editor at YourStory, he probes the nuances of crafting memorable brands through conversations with founders. He lives in Bangalore.\u003c\/p\u003e","brand":"BEETLE BOOK SHOP","offers":[{"title":"Default Title","offer_id":52421351244059,"sku":null,"price":594.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0686\/2150\/0699\/files\/71a2ydvE_8L._SL1400.jpg?v=1782799605","url":"https:\/\/beetlebookshop.com\/kn\/products\/amrut-the-great-churn-the-global-story-of-india-s-first-single-malt","provider":"Beetle Book Shop","version":"1.0","type":"link"}