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Old Monk: From A Soldier's Favourite Drink To India’s Most Popular
Manage episode 341105635 series 3391596
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1850, Mussoorie: A young and ambitious Edward Dyer arrives in India and grabs a golden opportunity: brewing domestic liquor for the alcohol-thirsty British soldiers. But when his son becomes infamous as “The Butcher of Amritsar”, Dyer is forced to share his growing liquor business in order to keep it alive. Jumping to 1954, the new Indian owners of 'Mohan Meakin breweries' are inspired by peaceful European monks to create a rum that leads the liquor market for decades. But can it survive the challenges it faces today?
Brand Excavations is a podcast where we unearth the dramatic and real stories behind India’s most iconic brands. Find out how these companies have revolutionized what you buy and how you live!
Brought to you by Bound, a company that helps you grow through stories. Follow us @boundindia on all social platforms for updates on this podcast or take a look at their other podcasts.
In collaboration with Shruti Taneja, a marketing professional and an entrepreneur who is building Stumble, India’s first search engine to discover modern consumer brands and Paired, a matchmaking platform to optimize partnership marketing. Follow her on LinkedIn.
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Produced by Aishwarya Javalgekar
Editing and soundtrack by Aditya Arya
Narration by Tavish Bhattacharya
Artwork by Artisto Designz
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