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Shaw Wallace plans foray into country liquor

By Our Staff Correspondent

KOLKATA SEPT. 17. Shaw Wallace & Company plans to make a foray into the country liquor segment this year. Presumed to be of much larger volume than the IMFL (Indian Made Foreign Liquor) segment, country liquor had so far been largely untapped by the corporate sector.

The ready to drink, low alcoholic beverage `Veba', launched recently in Goa and Baroda, would soon be available throughout the country.

Addressing the thinly attended annual general meeting of the company here on Tuesday, R. A. Shah, alternate director to the chairperson, V. M. Chhabria, said the company was now pursuing an initiative to strengthen its brand equity in the middle and low priced IMFL segment. In addition to expansion of product portfolio, the key brands would be strengthened further.

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