The company will also be entering into distribution ventures with various wine and spirits majors across the world.

Speaking to The Financial Express, company chief executive officer Amar Sinha said: "There is going to be shakeup in the Indian liquor industry. The premium end of the liquor segment will be dominated by international brands and the lower and semi-premium segment will be the forte of Indian players. We at Radico Khaitan have our strengths in the latter segment. In order to tackle the premium end we are setting up the Radico Khaitan International Brands Division."

Mr Sinha said: "This division will sell premium wines and spirits from across the world." The company's international brands division will have wines as one of the major areas of focus. It plans to have one premium wine brand from each country. From April 2001, Radico Khaitan will launch Ernst & Julio Gallo's range of wines in the country. The wines that will be brought into the country are Carlo Rossi, Turning Leaf - a contemporary premium Californian wine, Wine Cellars, Andre a popular sparkling wine and Gallo of Sonoma County.

The other brands lined up for India include include Burlwood, Carlo Rossi and Premium Choice Rose. Mr Sinha said: "We are negotiating with various wine manufacturers for marketing their premium brands in the country. Many international wine manufacturers have also approached us for marketing their brands in India as we have one of the largest dealer networks."

"We are also planning to bring in a range of white spirits and premium scotch whiskeys into the country. Negotiations are on with a few international spirits majors," he added.

The international brands division will be the trading division of Radico Khaitan. Mr Sinha said: "In the lower end and semi-premium we have our range of products lined up. They include country liquor to `8 pm' whisky. We are sure international brands will not be able to compete with these brands of Radico Khaitan which not only have a strong brand loyalty but are also competitively priced."