7.11 Sriram Devatha: How Did an Indian Whiskey Brand find Global Market?

As India rises on the world stage, what stories and narratives are we ready to share?In this episode of Books and Beyond, Tara and Michelle speak with author Sriram Devtha the author of Amrut:  The Great Churn. Diving into the heart of Indian brands that have received global recognition with Amrut Distilleries, a brand pushing boundaries in the whiskey market. We explore the journey from its early days to becoming a major soft power player, reaching enthusiasts in Sweden. They discuss the crucial moments in Amrut’s rise, like the fusion story and how pivotal figures shaped the brand, from finance head Lakshmanan, who’s been with the company for 50 years, to the distillery’s unique culture, where trust in people is key.Sriram reflects on what it takes to build an enduring brand, sharing his approach to narrative nonfiction. He seamlessly weaves personal stories of Amrut’s founding family, their challenges, and triumphs, creating stories that resonate both locally and internationally. Listen in as Sriram reveals how Amrut, a small Indian whiskey brand, took the world by storm. He shares personal insights into the Amrut family legacy and explores how Indian brands can become global icons. Books mentioned in this episode: Cutting for Stone - Abraham VergheseCovenant of Water - Abraham Verghese Big Billion Startup - Mihir Dalal Applications for The Bound Publishing Course 2026 are now open.The Bound Publishing Course is a 3-month intensive course on book, magazine, and digital publishing. Through live sessions, workshops, and industry-facing projects, participants gain practical publishing skills and exposure to careers across the industry.Cohort size: 50 seatsFirst round of acceptances: 15th June 2026Applications are reviewed on a rolling bas‘Books and Beyond with Bound’ is the podcast where Tara Khandelwal and Michelle D’costa uncover how their books reflect the realities of our lives and society today. Find out what drives India’s finest authors: from personal experiences to jugaad research methods, insecurities to publishing journeys. Created by Bound, a storytelling company that helps you grow through stories. Follow us @boundindia on all social media platforms.