Radico Khaitan SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1847

SWOT Analysis of Radico Khaitan with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Radico Khaitan Ltd

Parent Company

Radico Khaitan Ltd.




Food and Beverages

Tagline/ Slogan



One of the oldest and largest liquor manufacturing companies

Product Portfolio


1. 8 PM Whisky

2. Royal Whytehall Whisky

3. After Dark Whisky

3. Magic Moments Vodka

4. Contessa Rum

5. Old Admiral Brandy

6. Morpheus brandy



Across all social segments

Target Group

Middle and upper middle class


One of the oldest and largest liquor manufacturing companies known for its quality.

SWOT Analysis


1. 2nd Largest player in the Indian spirits market
2. It has a very strong distribution network in India
3.Innovation in Brand creation
4. It has 4 millionaire club brands in its portfolio- 8 PM Whiskey, Contessa rum, Old Admiral Brandy and Magic Moments Vodka.

5. Largest distillery in UP and Maharashtra


1. It is not present in all price points.
2.Only surrogate advertising allowed in India
3.difficult access to raw materials.


1.Opportunities in terms of strategic tie up with global players.
2.Expansion into global markets
3. Expand product line – for new areas and to accommodate changes in taste and preference


1.Vulnerable to volatility in raw material prices.
2.Change in regulatory environment.

3. Increasing wine consumption

4. Very fierce competition in the Indian liquor industry.

5. Consumer health concern (switching to non-alcoholic beverages).



1.United spirits Limited
2.Diageo plc
3.Globus spirits Ltd.

The table above concludes the Radico Khaitan SWOT analysis along with its marketing and brand parameters.


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