<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Indri Single Malt: Raise a Toast or Face Testing Times?

Indri Single Malt: Raise a Toast or Face Testing Times?

Jayakumar, Tulsi

Product #:W48710
Supplier:Ivey
Discipline:General Management
Setting:India;Asia, 2025
Details:Case (PDF) • 12 pages • 2026-05-07

Subjects:

Leadership and managing peopleOrganizational cultureManagementOrganizational behaviorCorporate governanceBusiness managementLeadership and managing peopleCorporate governance

Industries:

Fabrication and manufacturingFabrication and manufacturing

Geography:

IndiaAsiaIndia
Your Price:$10.54

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

In September 2025, Harvinder Singh Chopra, the chair of the board of Piccadily Agro Industries Ltd., a listed, promoter-led company, faced an unconventional challenge. The firm's award-winning premium whisky, Indri Single Malt Indian Whisky (Indri), had achieved rapid global success, winning more than 65 awards and selling over 100,000 cases within two years. Yet some stakeholders questioned the brand's legitimacy and called for a boycott due to the promoter's past criminal conviction. Chopra needed to decide whether and how the company should respond. Should Indri's strong market performance and global recognition be allowed to speak for themselves, or should the board intervene more actively to reshape leadership visibility and brand governance to mitigate reputational risk? Tulsi Jayakumar is affiliated with SP Jain Institute of Management & Research

Learning Objectives

This case is best positioned in courses or modules on corporate governance in family or promoter-led firms. It can also be used in courses on reputation management and ethical leadership. It works particularly well mid-course, after students have been introduced to stakeholder theory and governance basics. It can also be used before or alongside discussions on reputational risk; environmental, social, and governance framework; or legitimacy. The case works particularly well as a bridge case-movi
Loading
Case Study: Indri Single Malt: Raise a Toast or Face Testing Times? (English version) | Ivey Publishing