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“We are working to align our stds with global best practices”
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Monday, 25 August, 2025, 08 : 00 AM [IST]
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 The Indian Malt Whiskey Association (IMWA) is spearheading a revolution in the premium spirits market, aiming to make India a recognised name among the finest whisky-producing nations. With a vision rooted in authenticity, artistry, and heritage, IMWA is committed to innovation, excellence, and the advancement of the premium malt category. At the helm of this mission is Major General (Dr) Rajesh Chopra, AVSM (Retd.), director general, whose leadership is driving the association’s efforts to set stringent standards, protect intellectual property, fight misrepresentation, and build global credibility. Dr Chopra in a conversation with Abhitash Singh outlines the vision, priorities, and strategic roadmap of IMWA, offering a detailed look into how the association plans to position Indian single malts alongside iconic global whisky categories. Excerpts:
How would you define the vision and mission of IMWA?
IMWA’s vision is to position India as a global leader in authentic, luxury, and crafted malt whiskies while celebrating the nation’s rich artistry and heritage. With a commitment to innovation and excellence, the association aims to redefine industry portfolios and advance premiumisation within the category by aligning with other spirits such as Scotch Whisky, Irish Whiskey, Japanese Whisky, Bourbon, and Tennessee Whiskey. Additionally, with a focus on preserving, protecting, promoting, transforming, and strengthening the Indian malt whisky industry, IMWA is dedicated to establishing the highest standards in regulatory frameworks, legislation, and technical benchmarks. These efforts are carried out in a fair, transparent, and ethical manner to ensure quality and authenticity. By doing so, the association fosters business growth, enhances global credibility, and creates a mutually beneficial environment for all stakeholders, including regulators, the industry, and the trade.
Key Objectives include:
Establishing strict guidelines and standards;
Securing certifications and intellectual property rights;
Combating misrepresentation;
Promoting industry growth and premiumisation;
Building partnerships with government authorities and opinion leaders.
What is IMWA’s role in positioning Indian single malts globally?
IMWA plays a directive role for its constituent companies by implementing high standards and practices in making genuine Indian single malts. The standards comply with the best international practices so that quality and consistency are assured. With awareness campaigns and strict standards, IMWA works to prevent unfair practices and promote only authentic products that showcase India globally. Our mission is to ensure that Indian single malts are respected, trusted, and sought after across the globe. By positioning them as premium offerings on par with established categories, we create a distinctive identity for Indian whiskies that resonates with discerning consumers worldwide.
How does the association ensure authenticity and quality standards?
IMWA was founded with the primary motive of eliminating the threat of unauthenticated or counterfeiting players entering the Indian single malt industry. We have established very strict production guidelines and standards, closely aligned with international best practices, in order to authenticate and ensure quality. Claims are verified by enrolling members and auditing their manufacturing facilities, thus guarding the reputation of Indian Single Malt and Indian Pure Malt whiskies. We take violations of these standards extremely seriously, as any breach can damage the reputation of the entire industry. By maintaining an uncompromising approach, we protect both the category and consumer trust.
How do IMWA’s founding members collaborate for industry growth?
IMWA members work together closely to promote the development of the Indian malt whisky market by establishing stringent production and quality norms, maintaining product authenticity via audits, and fostering innovation and premiumisation. We adopt a proactive approach to working with governments, seeking regulatory and legal assistance to strengthen the industry framework. By inviting open membership and welcoming genuine multinational manufacturers, we aim to create a clear, honest, and unified platform. This collaborative spirit enhances the credibility of the Indian malt whisky industry and supports our collective ambition to make India a global leader for premium malt whisky.
What steps is IMWA taking to protect intellectual property rights?
IMWA is taking focused steps to protect intellectual property rights by establishing strict guidelines and standards that clearly define what qualifies as Indian Single Malt and Indian Pure Malt Whisky. These measures help prevent misuse or misrepresentation of the category and ensure that only authentic products carry the label. In addition, we are working to align our standards with global best practices and are engaging with regulatory bodies like the FSSAI to seek formal adoption. This legal backing will not only strengthen industry credibility but also safeguard the identity and integrity of Indian malt whiskies against imitation and fraudulent practices.
What major trends are shaping India’s premium spirits market today?
Several key trends are currently influencing India’s premium spirits market. Firstly, there is a rising appetite among consumers for original, high-quality, and artisanal malt whiskies. As consumer awareness and sophistication grow, so does the demand for premium products. This has encouraged greater innovation and premiumisation within the category. There is also an increasing emphasis on stringent rules and regulations for maintaining quality and guaranteeing authenticity, much like in well-established categories such as Scotch or Japanese whisky. Furthermore, we are witnessing more multinational players entering the Indian Single Malt segment, which is making the market more competitive. This competition, however, is also fostering greater cooperation within the industry to drive category growth both domestically and internationally. These combined factors are placing India firmly on the global map as a leader in the premium malt whisky category.
What are IMWA’s top priorities for the next few years?
Our immediate priorities over the next few years are clear:
To maintain and safeguard the integrity of Indian Single Malt and Pure Malt whiskies by setting and enforcing strict rules and norms.
To drive industry growth and premiumisation by advocating for innovation and continual quality enhancement.
To enhance collaborations with government agencies, excise departments, producers, retailers, and consumers in order to build credibility for the category.
To fight misrepresentation and unfair competition by seeking strong regulatory and legal environments that support sustainable growth.
In essence, we want to ensure the long-term sustainability of the sector while enhancing its reputation and market position.
How do you see the Indian premium spirits industry evolving by 2030?
By 2030, the Indian premium spirits market will have firmly established itself as a global leader, renowned for authentic, high-quality, and beautifully crafted malt whiskies. With a growing emphasis on rigorous standards, innovation, and premiumisation, the category will continue to build greater credibility in both domestic and international markets. More producers, including leading multinationals, will contribute to a dynamic and competitive marketplace. Backed by robust regulatory systems and improved consumer awareness, Indian premium spirits will gain recognition and respect comparable to that enjoyed by Scotch, Japanese, and other globally entrenched whisky categories. Our ultimate goal is to see Indian malt whiskies become a benchmark for quality and craftsmanship worldwide.
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