VIDEO INTERVIEW: Bikram Basu on ABD Maestro’s premium push and Rangeela launch

ABD Maestro is sharpening its play in India’s fast-expanding premium spirits market, with Managing Director Bikram Basu outlining an ambitious product, design and innovation roadmap for the company’s growing portfolio. In a conversation with IMPACT, Basu details the thinking behind the company’s newly launched vodka Rangeela, the influence of Actor, Creative and Business Partner Ranveer Singh, and ABD Maestro’s broader strategy across categories such as whiskey, gin and vodka.

Basu says the timing for launching an Indian vodka was driven by clear behavioural shifts. While whiskey and gin have witnessed aggressive growth and consumer excitement, vodka, despite being widely consumed, had been “marking time.” This presented an opportunity. “The category needed new energy,” Basu notes, adding that vodka’s neutrality and versatility make it a natural fit for celebrations, nightlife and social experiences, spaces that younger Indian consumers strongly identify with.

Rangeela is positioned for young adults and anyone “young at heart,” reflecting India’s culture of frequent celebrations. But the story of Rangeela also ties closely to Singh, who is not just the face of the brand but a co-founder of ABD Maestro with a 20% equity stake across the company’s 12-brand portfolio. Basu emphasises that Singh’s involvement is “far beyond endorsement.”

From naming the company “Maestro” to devising brand identities, Singh participates in brainstorming sessions, writing notes on whiteboards, and shaping the creative direction. The name Rangeela itself came from him, with the aim of choosing a culturally resonant, easy-to-understand name that reflects both Indian identity and his expressive persona.

Beyond creativity, Singh will be actively involved in marketing, especially digital-first engagements and experiential formats. However, Basu clarifies that the front-end commercial operations remain with the Maestro team, allowing Singh to focus on areas where his creative strengths add maximum value.

On the innovation front, ABD Maestro has been experimenting aggressively with AI-led characters and digital storytelling, especially for brands like Zoya Gin and Woodburns Whisky. While AI helped shape early creative thinking for Rangeela as well, Basu believes the future lies in balancing machine-generated output with authentic human expression. “AI allows you to construct a lot, but the human face will remain equally important,” he says, adding that AI still has limitations such as repetitive outputs.

Looking back at 2025, Basu describes the year as one focused on building foundations — navigating regulatory frameworks, finalising product pipelines and launching close to ten brands. The company’s newest whisky, Yello, is now entering the Mumbai market and is positioned as a “designer whisky” built with Scotch malts and a disruptive bottle design.