Piccadily Agro Industries Becomes First Indian Alco-Bev Company to Adopt NFC Anti-Counterfeit Tech for Indri Whisky
In a groundbreaking move to combat counterfeiting and enhance consumer trust, Piccadily Agro Industries Limited has become the first Indian alco-bev company to integrate smart label technology into its packaging. The company has partnered with ForgeStop to introduce NFC-enabled InfoTap© labels on its acclaimed Indri Single Malt whisky. These smart labels utilize EM Microelectronic echo-V chips with 128-bit AES encryption and dynamic tokens—features that provide bank-level security. In addition to tag-tamper detection, the system creates a unique digital twin of each product at production and enables app-free authentication for customers.
The initiative comes in response to alarming trends in the Indian alcohol market, where counterfeit products are on the rise, posing serious risks to consumer health and brand integrity. According to the 2023 TRACIT report, a significant share of alcohol sold in India is fake, often surpassing global averages. Piccadily’s investment in anti-counterfeit technology is a proactive effort to ensure that customers receive only authentic, unadulterated spirits. This move is particularly significant for Indri, which has rapidly emerged as the fastest-growing single malt whisky brand in India.
CEO Praveen Malviya of Piccadily Agro Industries emphasized the brand’s commitment to quality and transparency, noting that the technology allows customers to verify authenticity with a simple smartphone tap. ForgeStop CEO Terry Katz praised the partnership as a major step forward in secure, connected product experiences. As India’s first whisky brand to deploy such advanced safeguards, Piccadily is setting a new benchmark in premium spirit integrity and consumer trust.
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