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John Distilleries Limited

John Distilleries Limited (JDL), is the fourth largest Alcoholic Beverage Company in India with an annual turnover of Rs.350 crores in FY 08-09 and an estimated Rs.500 crores turnover and volume of 10 million 9 litre cases in FY 09-10.

JDL has had four notable successes. The first is the company flagship brand, Original Choice that is the preferred choice of whisky, brandy and rum consumers in the economy segment especially in the states of Karnataka, Andhra Pradesh with exports to UAE and Africa.  The second  is a close to pan India manufacturing and supply footprint with three own bottling units located in Karnataka, Goa and Chattisgarh and primary distillation unit in Maharastra along with ten Contract Bottling Units. The third is a reverse production integration which includes captive malt production at Cumcolin, Goa and ENA production at Chitali, Maharashtra. Finally, JDL has also set up Chateau de Banyan Ltd, a premium wine division offering the Big Banyan wine label- an Indian wine with international standards, which has found good consumer acceptance.

John Distilleries also has four primary challenges to overcome to achieve its ambition to become India's leading Alcoholic Beverage Company. First, the flagship brand, Original Choice is concentrated in the southern markets of Karnataka and Andhra Pradesh. The second is a high dependency on Original Choice. The third is the competitive positioning of Original Choice in the economy segment, which is price sensitive. The fourth is a debt of Rs. 170 crores with an annual interest Rs.19 crores. Therefore JDL has developed a clear vision, mission and blueprint for profitable growth in a financially prudent manner.