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Neha Kaushik

"We commenced trial production last year and have received a good response in the market for our beer brands Target and Ikon."

New Delhi , Aug. 20

THE Rs 500-crore Delhi-based JHV Group, which has interests in hotels, sugar, entertainment and liquor, is eyeing aggressive growth for its liquor business and recently rolled out its brands of beer.

The company also plans to launch a range of IMFL products from its distillery in Chhattisgarh, including grain-based whisky, rum and white spirits.

According to Mr Amit Jaiswal, Director, JHV Group, the company has rolled out three of its own brands of beer - Target, Ikon and Karma- from its brewery in Ghaziabad. These are targeted at the export market.

"We commenced trial production last year and have received a good response in the market for Target and Ikon. In fact, we have already sold about half a million cases in the first quarter of 2004-05," Mr Jaiswal said.

JHV also contract-manufactures for other liquor companies including Millennium Alcobev from its brewery.

At present, both Target and Ikon are available in 11 States in the country, and four States will be added by the end of August. The company is in talks with bottling companies in the South to introduce its brands there as well.

Meanwhile, Karma will be positioned in key export markets such as North America, Europe and Japan as an authentic Indian beer and will be targeted at Indian restaurants located in these regions.

According to Mr Jaiswal, JHV is also in talks for bottling/distribution tie-ups with a few foreign companies for wine and premium whisky. The company is projecting sales of about two million cases in the first year of operation and expects a turnover of around $15 million from its liquor division.

More Stories on : Outlook | Breweries

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