Jagatjit Industries Ltd.

Named after Maharaj Jagatjit Singh of the erstwhile state of Kapurthala under whose patronage the company was founded in the year 1944 by L. P. Jaiswal, Jagatjit Industries is a business of high repute venturing into not just alcohol manufacturing and allied activities, but also malt, malt extract, malted milk foods, milk powder, ghee, glass products and pet containers. With vast experience in the alcohol industry, brands under Jagatjit Industries are among the most dominant ones in the markets today, certainly so for North India. It is the third largest producer of IMFL in the country and owes this position to a business focused on quality manufacturing, expansive distribution, and catchy marketing and brand associations.

 

A state-of-the-art manufacturing facility in Kapurthala, Punjab apart, the company also has units in Uttar Pradesh, Rajasthan, Himachal, Pradesh, Andhra, Pradesh, Maharashtra, Tamil Nadu, Kerala, and Pondicherry, all either self-owned or allied. The Kapurthala facility is one of the largest integrated distilleries manufacturing potable alcohol not only in India but in all of Asia. With in-house facilities to produce molasses as well as non-molasses based potable alcohol from a fully automated distillery, the company is the first of its kind in India. Jagatjit Industries Limited invests in research and development as well, covering the fields of chemical, bio-chemical, microbiological and Food Technology related areas that not only help maintain product standards but also incubate product development and innovation in IMFL as well as other business avenues. Even from its glass manufacturing operations, more than 50% is used in-house at distilleries.

 

The high brand recall of the liquor products of Jagatjit Industries is a result of its memorable campaigns over electronic media as well as association with events such as fashion shows. 'Kuch bhi ho sakta hai', 'anything can happen' was the slogan for AC Black Whiskey, a brand positioned on a man's penchant for the pleasurable things in life. The commercial was voted Advertisement of the Decade, by the Confederation of Indian Alcoholic Beverage Companies. 'Kaho dil ki baat Aristocrat ke saath' 'Speak your heart with Aristocrat', was a popular tagline from TV commercials for the brand Aristocrat (whiskey, brandy, rum and vodka). Bonnie Special Whiskey is yet another of the many millionaire brands in its portfolio. The company also associated with NIFD on twelve fashion shows to promote its brand equity with the youth and the young at heart.