Triveni Engineering & Industries has launched premium and super premium whisky brands: Matsya Triple Reserve Blended Whisky and The Crafters Stamp Rare Artisan Blended Whisky, respectively in Uttar Pradesh to enter into the Indian-Made Foreign Liquor (IMFL) market. Priced at Rs 690 for a 750 ml bottle, Matsya Triple Reserve Blended Whisky is tailored for Gen Z, while The Crafters Stamp Rare Artisan Blended Whisky, priced at Rs 950 for a 750 ml bottle, is aimed at Millennials. Both The Crafters Stamp and Matsya were recently honored with The Spiritz Selection ‘The Grand Gold’ and ‘Silver’ awards respectively in the best product category for the Whisky Segment under Rs 501 to RS 1000. 

The current annual production capacities for these brands are 1,35,000 liters and 4,20,000 litres, respectively. Both whisky brands have been launched across 25 districts of Uttar Pradesh in July 2024, catering to the super-premium and premium segments of the market. The company plans a roll out across the state by FY26, covering over 5000 retail outlets. 

Triveni Engineering & Industries (TElL) is a diversified industrial conglomerate having core competencies in the areas of sugar, alcohol, power transmission and water.