Allied Blenders and Distillers Limited has appointed Pradipta Basu as chief marketing officer, reinforcing its focus on brand-led growth and enhanced consumer relevance in a competitive and evolving spirits market.
Basu brings over 25 years of experience spanning FMCG and alcoholic beverages, with expertise in brand building, integrated marketing and portfolio management. His appointment reflects a strategic emphasis on strengthening brand equity and driving growth through innovation, premiumisation and sharper go-to-market strategies.
Prior to this role, Basu served as vice president – marketing and business development at Radico Khaitan, where he led national marketing strategy, portfolio management and P&L delivery. In this capacity, he was responsible for advancing innovation-led growth and building stronger brand positioning across multiple categories within the spirits portfolio.
Over the course of his career, Basu has held leadership roles across organisations including Alcobrew Distilleries, Godfrey Phillips India, United Spirits, ITC and HJ Heinz. Across these roles, he has led integrated above-the-line and below-the-line campaigns, product launches, pricing strategies and agency partnerships, contributing to both scale and differentiation.
Basu is recognised for his ability to build brands from inception and scale them into strong market players. His work on Royal Ranthambore is regarded as a benchmark in premium brand creation within the Indian spirits category, highlighting his focus on storytelling, positioning and premium cues to drive consumer engagement.
Pradipta Basu said, “I am delighted to join Allied Blenders and Distillers Limited at a time when the Indian spirits industry is witnessing significant evolution, driven by premiumisation and changing consumer preferences. The company has built a strong portfolio with immense potential, and I look forward to leveraging my experience to further strengthen its brands, drive innovation, and unlock new avenues of growth.”
An alumnus of the Indian Institute of Management Calcutta, Basu holds an MBA in marketing and HR, along with a bachelor’s degree in hotel management and a PhD in management from École Supérieure Robert de Sorbonne, France. His academic background complements his industry experience in shaping data-driven and consumer-centric marketing strategies.
The appointment comes at a time when the Indian spirits market is undergoing a shift towards premiumisation, with brands investing in differentiated positioning and experience-led marketing. Allied Blenders and Distillers Limited is expected to leverage Basu’s expertise in integrated campaigns and portfolio strategy to strengthen its competitive position and accelerate growth.
Overall, the move underscores the company’s intent to sharpen its marketing capabilities, build stronger brand narratives and expand its presence in a premium-driven landscape through focused, insight-led strategies.
