Indian-bred spirits conglomerate NV Group targets 40% increase in global sales volumes over the next 18 months

NV Group, one of India’s largest grain spirit distillers, is currently restructuring its business strategy to prepare for an extensive local and global expansion by end of 2025. The group that has built a legacy of crafting premium, innovative alcohol beverage blends over the last 25 years, is now entering a transformative phase of growth in key markets like the US, UK & EU as well as in new cities in India.

Among the NV group’s pioneering ‘Made in India’ alcoholic beverages — crafted from pure ingredients like Indian basmati rice, Himalayan spring water, and other Indian spices like aniseed and saffron — are Smoke Lab Vodka, Stainley Gold  and Blue Moon Gin.

“The NV Group’s USP is our ENA — the finest made in the country, and our unique profile. This strategically places us in a very lucrative position to capture the immense potential for organic and inorganic growth globally. We aim to achieve a 40% growth in global sales volumes over the next 18 months and are looking at tripling our international distribution footprint by 2026. We have done all the legwork over the past few years to place NV Group among the leading spirits companies of the world,” said Ashok Jain, Chairman, NV Group.

In India, the NV Group aims to expand its presence from Delhi, Uttar Pradesh, Haryana, Punjab, Maharashtra, Goa, Chhattisgarh and Andhra Pradesh to Karnataka, Tamil Nadu, Kerala and West Bengal by August 2025.

Globally, NV Group’s flagship brand Smoke Lab Vodka, launched in the US in 2020 gained traction with its three popular spirits Classic, Aniseed and Saffron (2022). A majority 60% of Smoke Lab Vodka sales come from cities like New York, New Jersey, Rhode Island, Connecticut, Florida, California, Chicago, Georgia and Tennessee. The group is working towards greater penetration in California and Texas and a ramped-up visibility and availability in existing states. The group will also begin distribution in the UK and EU by September this year.

“At Smoke Lab, we craft spirits that challenge convention while staying rooted in quality and innovation. With our expansion into markets like the UK and EU, we’re not just exporting products we’re sharing a new narrative of Indian spirits with the world. Our innovative and unique spirit flavours are very popular with global consumers who are more than ready to embrace the flavours and unique blends of an Indian-bred, global brand like ours,” said, Varun Jain, Founder of Smoke Lab.

The NV Group controls the entire value chain of a spirits business with a strong local manufacturing presence in India producing an annual distilling and bottling capacity of 8,00,000 litres of spirits a day. The group has four distilleries and four manufacturing tie ups pan India.