Amrut—The Great Churn: The Global Story Of India’s First Single Malt (Hb) - Hardback is a revealing non-fiction journey into the birth and ascent of India’s pioneering single malt, tracing how a Bangalore-based company redefined whisky on the world stage. Geared toward whisky enthusiasts, business-history readers, and curious lifelong learners, this empowering, educational narrative blends craft and entrepreneurship with a human story of risk, resilience, and ambition.
In Amrut—The Great Churn, you’ll meet Neelakanta Rao Jagdale, a visionary leader who fused single malt and peated styles to create Amrut Fusion, a daring idea that helped Indian whisky gain global respect. The book follows the voyage from the bars of Newcastle to strategic conversations in the UK, revealing how bold branding, careful timing, and a willingness to challenge assumptions propelled a regional brand onto the world map. Sriram Devatha’s storytelling makes the history feel intimate and urgent, turning industry pivots into a personal journey.
Structured as a connected, human narrative, the book blends accessible explanations of key concepts with vivid scenes from family business life, regulatory hurdles, and international markets. It explains the science and craft behind distillation, while also exploring branding, premiumisation, and the cultural shifts that redefined Indian whisky. Whether you’re curious about the mechanics of aging and blending or the strategic decisions behind global expansion, Amrut—The Great Churn invites you to see how passion, perseverance, and invention create a lasting legacy.
- Founding story of Amrut Distilleries and the vision behind Amrut Fusion
- Branding, export strategies, and the shift to premiumisation
- Regulatory landscapes and family business dynamics
- Distillation science and the craft of high-quality single malts
- Vivid scenes from Bangalore, Newcastle, and global markets
After finishing Amrut—The Great Churn, readers gain a nuanced appreciation for how Indian whisky evolved from a regional curiosity to a globally respected craft, and this insight stays with them long after the final page of Amrut—The Great Churn has been turned.
