They haven’t been able to penetrate the south Indian market yet. South Indians are generally brandy and rum drinkers. If they manage to capture a part of south Indian market with Camikara it will give a considerable boost to overall revenue. Tamilians generally prefer brandy and Keralites are mostly rum drinkers. Many premium Indian brands including Indri are not available in Kerala. Keralites who are into single malt buy Indri from duty free when they travel abroad. Market penetration is a big issue in states where the market is controlled by state govt owned beverage marketing corporations.
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