Cheers to the finest whisky, it's Indian

A relatively new malt produced in Haryana trouncing around a hundred competing brands from across the world has a spillover effect on exports by other domestic brands. It taps into the global marketing effort to make people pay more for their whisky. Since the fastest-growing market is at home, the hurdle for Indian distillers is less daunting than the one that vineyards in the New World had to once overcome against the dominance of Europe.