New Delhi, Feb. 12 -- Modi Illva India Pvt Ltd, the maker of Rockford whisky, has launched a new premium blended whisky, Singhasan, marking the company's latest bet in India's competitive Indian-made foreign liquor (IMFL) market, where it will take on brands like Johnnie Walker Red Label.

"This is a completely Indian product, unlike the IMFL scotch blends available in the market," Abhishek Modi, managing director of Modi Illva, said, while speaking to Mint exclusively.

"The margins in entry-level whisky are shrinking, which is driving premiumization. Consumers are also becoming more discerning," Modi said.

Founded in 2008 as a 50-50 joint venture between the Umesh Modi Group and Illva Saronno, the Italian owner of liqueur brand Tia Mar...