It all started in a small wine shop in Haryana in the early 1990s. Ashok Jain started the business. As there was a huge demand, he joined with a friend and saved some money to buy a wine shop. Also, as demand for alcoholic beverages increased, more products were introduced. The number of shops was subsequently increased as sales increased more than expected.
Over time Ashok became an authorized retailer of alcoholic beverages. Grain distilling and bottling business. By 1996, Ashok had expanded into his own liquor company called the NV Group. Now son Varun is at the helm of the family business. Today the company has around 500 employees.
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When NV Group first started, there was a lot of demand for black label in the market. Then came Wet Spirit and Bacardi. Due to the increasing demand of alcoholic beverages in the country, the company was growing the business with its own products.
The NV Group now produces its own whiskey under brands such as Party Special and Royal NV. The company’s range of vodka and gin is called Blue Moon and its rum line is called Crazy Romeo. It now owns four distilleries and a bottling plant.
To make the whisky, the company imports Scotch from Scotland and manufactures it here. As the cost is relatively high, the price of the products also increases.
The huge growth of the group indicates the increase in liquor demand in the country.
The competition in this field is also fierce. 300 crore is being invested recently to strengthen production and distribution. Currently, the company exports liquor to UAE and Oman. The aim is to expand exports to USA, Europe and China. Varun is preparing to start manufacturing liquor abroad.
