Tilaknagar Industries Adds Green Apple Flavor to Mansion House Flandy Range

On May 31, 2024, Tilaknagar Industries Limited announced the launch of a new flavour innovation under its Flandy (premium-flavoured Brandy) range. Mansion House Flandy has now been launched in an all-new Green Apple flavour in the state of Telangana, to start with.

The company stated that they have seen a very encouraging response to its Flandy range in Telangana, helping the company jump to become the fourth-largest IMFL (Indian Made Foreign Liquor) player and the third-largest IMFL Prestige and Above (P&A) player in the state in FY 2024.

Tilaknagar Industries is one of the largest manufacturers of premium Brandy in India. Earlier, the company launched its Mansion House Flandy range in Cherry, Peach and Orange flavours. Telangana is one of the prominent IMFL markets and has one of the highest Prestige and Above segment saliencies across the IMFL industry in India, at 50%+. It is estimated that the Brandy P&A segment in the state has grown by 18% in FY24, as compared to almost 8% growth in the IMFL P&A segment over the same period.

Also, in terms of flavours, Green Apple is the largest selling flavour in the flavoured spirits category in the state, providing a large canvas for the brand to gain market share.

The Mansion House Flandy range offers a distinctive combination of natural fruit essences. Its newest release features an infusion of sweet green apple essence, complemented by subtle oaky undertones, promising consumers a truly enriching palate experience.

Commenting on the launch, the Chief Marketing Officer of Tilaknagar Industries, Mr Ahmed Rahimtoola, said, “We are first-movers in the premium flavoured Brandy category in India. In addition to this, elevated demand for flavoured drinks and the predominant cocktail culture trend gives Tilaknagar Industries a competitive advantage across markets. The new Green Apple variant of Mansion House Flandy is another step by TI to enrich consumer experience and drive growth.”

In FY 2024, Tilaknagar Industries’ volumes grew 16% year-on-year, compared to the overall IMFL industry growth of 2-3% for the same period, making it the fastest-growing IMFL company in India for the second year running.

India is one of the largest markets for Brandy worldwide. Within IMFL, Brandy is the second-largest product category, accounting for more than 20% share of the industry by volume. Moreover, the premium Brandy industry in India is anticipated to continue expanding market share within the overall Prestige and Above IMFL segment.

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