Modi Illva India, one of the country’s rising premium spirits companies, has appointed The Reppro as its strategic communications partner – a move that signals something larger than a routine PR mandate. It reflects a growing recognition within India’s alcobev industry that brand perception is now as important as product quality.
Under the partnership, The Reppro will lead corporate communications, leadership profiling, industry storytelling, and integrated visibility initiatives for Modi Illva India – a portfolio that includes Rockford Classic, Rockford Reserve, Rockford Imperial Reserve, Artic Vodka, and Singhasan, India’s first 100% homegrown premium whisky brand.
The timing makes sense. India’s alcobev ecosystem is undergoing a quiet but significant transformation, driven by changing consumer aspirations, greater global exposure, and a growing appetite for premium Indian brands with genuine identity and provenance.
Abhishek Modi, Managing Director of Modi Illva India, captured the mood well: “Consumers today are far more aware and discerning in the choices they make. They are seeking brands that reflect authenticity, quality, and a stronger sense of identity.”
Amit Gupta, Founder of The Reppro, echoed the sentiment, noting that companies are increasingly recognising the importance of building stronger narratives around aspiration and long-term brand relevance – not just product attributes.
In a category where shelf presence alone no longer wins consumers, the battle is increasingly being fought on the terrain of narrative. Modi Illva just made a smart move to compete on that front.
