Business & Finance
FSSAI Tells Bombay High Court Old Monk Cannot Be Labelled Rum, Sparking Wider IMFL Debate
The Food Safety and Standards Authority of India (FSSAI) has informed the Bombay High Court that Old Monk cannot be sold as rum, intensifying a dispute that has exposed how many popular Indian-Made Foreign Liquor (IMFL) brands may not meet international definitions of whisky or rum.
In early August, the FSSAI had barred the sale of certain variants of well-known brands, including Old Monk, Antiquity Blue Whisky, Royal Challenge Whisky and Bagpiper Deluxe Whisky, citing the use of artificial flavours, according to a Reuters report. The regulator stated that there is no internationally recognised practice of adding rum or whisky flavour to these products.
On September 3, FSSAI's counsel told the Bombay High Court that the core issue was not the labelling text such as '7 years old blended' or 'very old vatted,' but the fundamental nature of the product itself. The counsel suggested the drink could instead be described as a 'rum-flavoured spirit.' The case is scheduled to be heard again on September 11.
Old Monk's manufacturer, Mohan Rocky Springwater Breweries, an affiliate of Mohan Meakin, has complied with labelling changes, but its sale remains halted in Maharashtra, reportedly causing losses of about Rs 1 crore per day. Other brands have also begun redesigning their labels in response to the regulatory action.
The revelation has triggered strong reactions on social media, with commentators expressing disbelief that Old Monk, a brand deeply tied to nostalgia across generations, was not made in the traditional manner associated with rum production.
Experts explain that unlike globally recognised whisky, rum or brandy—where alcohol is generated through fermentation of grain, sugarcane juice or grapes respectively—most Indian mass-market alcoholic beverages use extra neutral alcohol (ENA) or grain neutral spirit (GNS), typically derived from molasses. Flavouring and colouring agents are then added to mimic the taste and appearance of whisky or rum.
Mixologist and author Shatbhi Basu noted that this practice has existed for decades, which is partly why Indian spirits have historically not been recognised in markets such as the EU, UK and US. She explained that molasses was historically used instead of grain because grain supplies were needed for food, not liquor production.
India is the world's largest whisky consumer by volume, having overtaken France in 2023, according to a BBC report. However, most of this consumption falls under the IMFL category rather than genuine grain-based whisky. According to Bishan Kumar, Editor-in-Chief of Spiritz magazine, the mass-market whisky segment priced between Rs 300 and Rs 900 accounts for the vast majority of whisky sales in India, while premium whiskies and Indian single malts remain a smaller share of the market.
India's IMFL market was valued at $60 billion in 2025 and is projected to exceed $101 billion by 2032, according to Associated Alcohols and Breweries Ltd.
Legal expert Rajnish Singh from Dhvaen Law Practice said that current regulations—covering alcoholic beverages (2018), additives (2011) and labelling (2020)—technically allow these products to be legally compliant, even though consumer trust may be affected. He suggested the FSSAI could introduce new categories such as 'Indian Rum' or 'Indian Whisky,' similar to how 'Indian Brandy' was created in 2018 to address a similar issue involving grape-based spirits.
Despite the controversy, loyal consumers appear unfazed. A Delhi-based journalist who has been drinking Old Monk for two decades said the rum debate would not change his preference, noting that he drinks it because it is Old Monk, not because of its official rum status. Jagdish Singh Rawat, who manages bar operations at the Press Club of India, said Old Monk accounts for about 90 percent of rum sales at the venue, and that its popularity remains strong despite the debate. Similarly, staff at a restaurant-bar in Mumbai's Powai area said demand for Old Monk remains high even though supply has been disrupted due to the ongoing dispute.
Industry experts suggest that the FSSAI may need to revisit existing regulations to introduce clearer sub-categories that accurately reflect how these products are made, while allowing manufacturers to maintain affordability. They emphasize that transparency about ingredients, combined with realistic regulatory frameworks, could help balance consumer rights with industry interests going forward.