A 'hard' soft power: Can Indian single malts carve a global niche?

India's single malt whiskey industry is rapidly growing. Indian distilleries are producing high-quality single malts, winning awards, and expanding their global reach. This growth challenges traditional Scotch brands, with Indian whiskey sales surpassing global giants. Major companies like Diageo and Pernod Ricard are launching Indian brands, signaling a shift in the global whiskey landscape.