Defence Marketing
Canteen Stores Department (CSD) is an effective brand building channel with considerable sales value & volume potential.

CSD was established in the year 1948. It is the largest retail chain in India and one of the largest in Asia. CSD functions under the Ministry of Defence, India. The department controls and manages its field operations through a network of 34 Area Depots and over 3500 Unit Rum Canteens (retail shops) spread across the country. Their Objective is to Provide Consumer goods of high quality to the Indian Armed Forces(both serving and retired) at a reasonable price.

RadicoKhaitan is the largest supplier of IMFL to CSD and Para military forces in India. The company is supplying its products since 1981. It has its 20 products registered with lifetime validity in all segments. The Flagship brand Contessa Rum is one of the oldest brands registered since Jan 1981.We have a vigilant sales force at each depot to cover 100% of defence market.

Carlo Rossi Wines :Radico is exclusively importing, distributing and marketing Carlo Rossi – the #1 bottled table wine brand in the world from the house of Ernest & Julio Gallo, California. Carlo Rossi are the largest selling imported wines in CSD.
RadicoBrands Registered in CSD :
ContessaXXX Rum 8Pm Bermuda Rum Black Cat Rum
Lord Nelson Rum Tropicana White Rum After Dark Whisky
Whytehall Whisky 8Pm Whisky Morpheus Xo Brandy
Brihan's Napoleon Brandy Old Admiral Brandy Brihan's Grape Brandy
Whitefeld Brandy Magic Moments Plain Vodka Magic Moments Orange Vodka
Magic Moments Green Apple Vodka Magic Moments Raspberry Apple Vodka Verve Vodka
Carlo Rossi Red Wine Carlo Rossi White Wine  

New Introductions

In CSD very soon we will be supplying:

• Ready to Drink (RTD) Magic Moments Electra
• 1965 Spirit of Victory Premium XXX Rum

Exclusive & Commemorative Packs:
As a new initiative, we provide a unique service to the Armed Forces by creating bespoke packaging (minimum quantities apply) to celebrate special occasions. For example:
• After Dark Whisky & Morpheus XO Brandy for International Fleet Review – Feb 2016 at Visakhapatnam.
• Commemorative Packaging of After Dark Whisky and Morpheus XO Brandy as a tribute to our courageous soldiersfor 1965 Indo –Pak War (photos).
Contact Person : Mr. Tarun Chaudhary (Assistant Vice President – Defence Marketing)
Email :
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