A powerhouse Indian liquor brand is at the center of a high-stakes appeal to Prime Minister Narendra Modi. The Indian Made Foreign Liquor Association (IMPPA) has formally requested government intervention to overturn import restrictions on ‘Dhurandar’ by major Gulf economies.
Nicknamed ‘Dhurandar’ for its unyielding punch, the whiskey has been sidelined in high-volume markets like Saudi Arabia and the UAE over technical import violations. IMPPA’s comprehensive letter chronicles the brand’s compliance journey, including facility upgrades and regulatory alignments that now meet GCC specifications.
Financially, the bans have inflicted wounds: export revenues plummeted 70%, idling plants and laying off workers. Yet, ‘Dhurandar’ remains a testament to Indian craftsmanship, blending local botanicals with time-tested aging for a unique profile prized by expatriates and locals.
Timing is impeccable, with India-Gulf summits on the horizon. IMPPA advocates for trade attaché involvement and fast-track approvals, projecting $200 million in revived business within a year. This isn’t just about one brand—it’s a blueprint for hundreds of Indian products eyeing similar breakthroughs.
Behind the scenes, negotiations simmer, with positive feedback from UAE authorities. Industry leaders hail IMPPA’s boldness, drawing parallels to successful interventions in pharmaceuticals and textiles. Lifting the ban would amplify ‘Atmanirbhar Bharat’ by championing homegrown excellence abroad.
As the Prime Minister’s office processes the request, anticipation builds. A nod from Delhi could cascade into approvals, revitalizing a vital export avenue and fortifying economic bridges across the Arabian Sea.