Travel isn’t always about visiting places and destinations, it’s also about experiencing a slice of a destination’s culinary wealth – its food and drinks – the drinks being quite an underrated aspect. Be it Japan’s sake or Mexico’s tequila, many countries have their own signature spirits, but when it comes to India, things get a little ambiguous, don’t they?
However, if there’s one brand that has taken Indian spirits on a global stage, it has to be Amrut! With its inception in 1948, Amrut Distilleries’ story is nothing short of inspiring! Sriram Devatha, in his book Amrut: The Great Churn, presents us with this poignant story in the most elaborate way. And when we came across his book, we HAD to give it a read! If you too are a fan of non-fiction reads, here’s unstumbled telling you why Sriram Devatha’s newest book on the story of ‘Amrut’ deserves to be on your to-read list.
Amrut Distilleries: An Inspiring Tale Of An Indian Brand On The Global Stage
Amrut Distilleries was founded by J. N. Radhakrishna Jagdale in 1948 Bengaluru – almost as old as the country itself. For decades, it operated as a modest but steady liquor business. That trajectory changed when the next generation, Neelakanta Rao Jagdale, on one fine day, decided to mix peated whisky and single malt whisky. This blend is what created history and put Amrut on the global map.
Neelakanta Rao Jagdale and his son Rakshit Jagdale, brought a new, bold vision to the table: to craft India’s first premium single malt whisky. A whisky that was made not from molasses, but from malted barley.
And hold on, that was just the tip of the iceberg. In a move that was equal parts daring and strategic, Amrut chose to debut its single malt not just in India, but in the United Kingdom – the very birthplace of Scotch whisky. Call it a challenge, confidence, or belief in one’s values, this move spoke volumes and began a new chapter – a chapter that continues to run like a story of ambition, innovation, and relentless pursuit of excellence.
With several awards, including the prestigious title of the third-best whisky in the world by whisky guru Jim Murray in 2010, Amrut is not just making waves – it’s creating a tsunami in the spirits world!
This Indian whisky powerhouse has set its sights high, redefining the game for Indian brands globally and proving that it’s here to shake things up and lead the charge in the premium segment. The journey’s just getting started, and it’s clear: Amrut is on a mission to show the world that Indian whisky isn’t just a drink; it’s a delicious revolution!
Sriram Devatha And His Experience Writing The Amrut Story
Bangalore-based Sriram, forever a storyteller at heart, loves telling brand stories across mediums. Be it an Instagram reel or a 200-esque narrative non-fiction, Sriram’s storytelling knows how to keep you hooked. His role as a senior brand manager at a start-up and the Consulting Editor at YourStory heavily influenced his writings and that is seen in the way he explains the nuances of brand management without making them seem too technical.
Recalling his experience of what compelled him to write this story, he says, “Sometimes, the best stories aren’t written – they’re poured”.
He also recalls how “it all started with a conversation”. A conversation that would lead him to cover the story of Amrut Distilleries’ origin, initial setbacks, and rise to the top. Devatha, through our conversation, is quick to recall, “I had just finished my previous book on the Indian Diaspora and was chatting with Sumath Karnad, a friend. As it turns out, he was managing Amrut’s Social media”.
Continuing, he goes, “As he poured out Amrut’s tale, I drank, sip by sip. The story was intoxicating, with a heady mix of racism, post-colonial identity, patriotism, soft power diplomacy, and the clash between Family Firm and Startup. Amrut wasn’t just a distillery – it was a chronicle of modern India: born in 1948, like the Republic itself, carrying traces of struggle, ambition, identity, and innovation”. As he fondly looks back in time, he says he feels nothing but “very lucky”.
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How Devatha Makes Non-Fiction More Readable, Thanks To His Evocative Storytelling
When you pick up a book to read that is a non-fiction work like a brand’s story, you expect it to be ‘polished’ and ‘manicured’ to the T! And many books tend to be too technical, mundane, or too complicated to even understand. However, Devatha and Amrut take the road less taken and go for an honest, raw, and grounded storytelling approach. An approach that’ll make you feel more connected to the brand by the time you reach the last page. The kind of approach that makes reading non-fiction more enjoyable. Especially if you’ve always preferred fiction over other genres.
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Devatha has a way of telling his stories – he makes you imagine the little details. What this does to your brain is make the reading experience much more enjoyable, as if you’re inside the book. Simple details of how Neelakanta Rao Jagdale had his eureka moment that led to the birth of Amrut Fusion or even the Prologue describing how Jim Murray was awestruck after having a few sips of this whisky – these create a visual storyboard that is fuelled by your own imagination.
Why You’ll Love This Book!
An Inspiring Underdog Tale Worth The Read
At its core, Amrut: The Great Churn tells the story of a small business breaking the glass ceiling and gaining global fame. It’s a story of resilience, persistence, and pride. It is fascinating to read because of its humble beginnings – a family-run distillery that took over the world with its sheer determination to do something extraordinary.
A particular incident that will remain etched with you is when Neelakanta Rao and Rakshit, out of despair, are almost about to shut down Amrut in the UK. As they sat in Tavistock Square near the iconic Mahatma Gandhi statue, Neelakanta Rao gets inspired by the work of Gandhi – how his perseverance led to the independence of the nation. This, among the many other inspiring incidents, make you realize that the book inspires you, makes you ponder, and encourages you to keep going. The book beautifully tells an underdog tale with its fair share of ups and downs and we think you’ll definitely love reading it.
Real-Life Business Lessons
Besides that, the book is also a great window into the world of real-life entrepreneurship. The book neatly unfolds Amrut’s journey, giving us a glimpse into what it takes to build a great brand. Be it the distribution struggles the company faced or the rejections it had to meet at international tasting tables, the book offers valuable lessons for those in the world of business.
You see what ‘hustle’, a modern-day buzzword glorified so casually today, actually means – especially through the efforts of Ashok Chokalingam, Head of International Sales for Amrut Distilleries. The man literally had to live out of a car at one point of his life while promoting Amrut in Europe! If you’re more into non-fiction and business-related books, you must give this book a read.
A Rare Dive Into The World Of Indian Craftsmanship
Also, the book isn’t just about the brand’s hustle and rise to the top, it is also very much an ode to Indian craftsmanship. The brand carved a niche for itself on the global map that gave much-needed recognition to Indian craftsmanship across the world.
Devatha lucidly elaborates into the science behind whisky aging, the impact of Indian climate on maturation, the steer towards Indian ingredients, and many other aspects of Indian whisky making. Devatha’s efforts to throw light on such technical aspects of Indian craftsmanship without making it sound too technical is quite praiseworthy.
Pictures That Tell Amrut’s Vivacious Story
You might think that the book might not be your cup of tea as it lacks the creative flair of a fiction book. However, with Devatha’s engaging writing and the set of pictures towards the middle of the book, you’ll definitely not be able to keep the book down.
These pictures tell the story of Amrut on their own – including pictures of the founders, Amrut’s first-ever product, the hard-working crew, and even Neelakanta Rao Jagdale holding a slab of peat in Scotland! These pictures help you connect more with the different events mentioned in the book and that keeps you invested.
Final Thoughts
Amrut: The Great Churn, authored by Sriram Devatha, seems like a simple brand story told from an outsider point of view. However, as you turn the pages, you realize that it is more than just that. At its core, the book is about the brand’s resilience, Indian craftsmanship on a global stage, and the story of the endearing people who made Amrut what it is today. The book, with just about 230 pages, makes for a cozy weekend read if you’re into brand stories with a humane core.
