Tilaknagar Industries Ltd. has appointed Ishwindar Singh as Senior Vice President – Marketing. Formerly Group Head – Marketing at Pernod Ricard India, Singh brings extensive experience in brand building and premiumisation, reinforcing Tilaknagar’s strategic focus on portfolio growth, modernisation, and stronger consumer engagement.
Ishwindar Singh’s appointment as Senior Vice President – Marketing at Tilaknagar Industries Ltd. marks a significant moment for India’s alco-bev landscape, reflecting both the company’s strategic ambitions and the growing importance of seasoned brand leadership in a highly competitive market. Coming from Pernod Ricard India, where he served as Group Head – Marketing, Singh brings with him nearly two decades of experience in building premium brands, steering large portfolios, and navigating the complex interplay of regulation, consumer behavior, and cultural nuance that defines the Indian spirits industry.
Tilaknagar Industries, best known for its flagship brand Mansion House Brandy, has in recent years been undergoing a steady transformation. Once largely identified with heritage brandy offerings, the company has been sharpening its focus on premiumisation, portfolio diversification, and sharper consumer engagement across markets. Singh’s entry into the leadership team is widely seen as a move to accelerate this evolution, especially at a time when Indian consumers are experimenting more, trading up faster, and demanding brands that combine authenticity with contemporary relevance.
At Pernod Ricard India, Singh was responsible for shaping the marketing strategy of one of the country’s most influential spirits portfolios. Over the years, he played a central role in strengthening the equity of global icons while also localising them for Indian audiences. His work involved not just advertising and communication, but deep involvement in innovation, packaging, consumer insights, and long-term brand architecture. Industry peers often describe his approach as data-informed but creatively bold, balancing global best practices with a keen understanding of India’s diverse markets.
His tenure at Pernod Ricard coincided with a period of rapid change for the industry. Premium and super-premium segments expanded even as regulatory pressures intensified across states. Digital platforms emerged as powerful storytelling tools, despite restrictions on direct advertising. Singh was among the marketing leaders who helped brands adapt to these constraints through surrogate advertising, experiential marketing, and purpose-led narratives that resonated beyond the bottle. This experience is expected to be particularly valuable at Tilaknagar Industries, where the challenge lies in reimagining legacy brands while also building newer propositions for a younger demographic.
For Tilaknagar Industries, the appointment underscores a clear intent to strengthen marketing as a core strategic function. As competition intensifies from both multinational players and agile domestic brands, differentiation has become less about scale and more about relevance. Consumers today are not only choosing products; they are buying into stories, values, and lifestyles. Singh’s background in crafting such narratives at scale positions him well to lead this shift.
People familiar with Tilaknagar’s recent strategy note that the company has been investing in product upgrades, packaging refreshes, and selective line extensions. The next phase, they say, will require a cohesive marketing vision that can unify these efforts and translate them into sustained brand momentum. Singh’s mandate is expected to span portfolio strategy, brand communication, consumer engagement, and innovation, with a strong emphasis on premiumisation and market expansion.
His move also reflects a broader trend of cross-pollination within the alco-bev industry, where leadership talent increasingly moves between multinational and Indian companies. Such transitions bring fresh perspectives and often act as catalysts for change. In Singh’s case, his exposure to global brand systems combined with his deep familiarity with Indian consumers could help Tilaknagar bridge the gap between tradition and modernity.
Colleagues describe Singh as a collaborative leader who values strong teams and cross-functional alignment. Marketing, in his view, is not a silo but a growth engine that must work closely with sales, supply chain, and leadership to deliver results. This philosophy aligns well with the realities of the Indian spirits market, where execution on the ground is as critical as strategy in the boardroom.
The timing of the appointment is also noteworthy. India’s spirits market is projected to continue growing steadily, driven by urbanisation, rising disposable incomes, and evolving social norms around consumption. At the same time, consumers are becoming more discerning, with higher expectations from brands in terms of quality, transparency, and experience. For companies like Tilaknagar Industries, this presents both an opportunity and a challenge. Winning in this environment requires not just distribution strength but also a compelling brand vision that can stand out in cluttered retail environments and digital spaces alike.
Singh’s appointment has been welcomed by industry watchers, many of whom see it as a signal of Tilaknagar’s seriousness about competing at a higher level. While the company has strong heritage and scale in certain categories, the next leg of growth will likely depend on how effectively it can modernise its image without alienating its loyal consumer base. Navigating this balance is a nuanced task, one that Singh has dealt with before in different contexts.
As he steps into his new role, expectations will be high. Stakeholders will be watching closely to see how Tilaknagar’s brands evolve under his leadership, how the company communicates with consumers in an increasingly digital-first world, and how it positions itself against both global giants and ambitious homegrown challengers. For Singh, the move represents both a new challenge and an opportunity to shape the trajectory of an Indian company with deep roots and renewed aspirations.
In many ways, this appointment encapsulates the current moment of the Indian alco-bev industry: confident, competitive, and in transition. With Ishwindar Singh at the marketing helm, Tilaknagar Industries appears poised to write the next chapter of its story with sharper focus and renewed ambition, seeking not just to participate in the market’s growth but to actively shape it.
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