With counterfeiting rampant in India—where it's said that more Scotch is consumed than Scotland even produces—Piccadily has taken a bold and proactive step. By integrating NFC-enabled smart labels into its packaging, the company is setting a new benchmark in authenticity and transparency, investing significantly to ensure consumers receive only genuine, original products, reinforcing trust in premium Indian spirits.
ForgeStop InfoTap© Labels on Piccadily products utilize EM Microelectronic echo-V chips with 128bit AES encryption and dynamically changing tokens - giving them bank level security and making them virtually impossible to fake. They also feature tag-tamper detection - alerting a consumer if the bottle seal has ever been broken - this prevents bottle re-use, a major issue with Alcohol counterfeiting that is difficult to combat with other technologies. Its platform creates a unique digital twin of every product at the moment of production and secures the product until it's enjoyed by the customer. The software allows for app-free authentication and provides batch level product information - making it the most user-friendly anti-counterfeit technology available. This technology can be connected to the blockchain generating an immutable product journey - securing supply chains.
Unlike static technologies such as QR codes or holograms, this NFC tap and verify experience allows customers to simply tap their smartphones to the bottle to instantly confirm its authenticity and view batch-level information.
“As a brand committed to authenticity and quality, we’re proud to be the first Indian single malt brand to take this bold step,” said Praveen Malviya, CEO (IMFL), Piccadily Agro Industries Limited. “Counterfeit alcohol is a serious issue in India and globally. With ForgeStop’s smart technology, our customers can enjoy Indri with the confidence that what’s in the bottle is exactly what we crafted.”
"We’re proud to partner with Piccadily Distilleries, a globally recognized brand leading the way in product integrity. With ForgeStop’s smart label technology, consumers can instantly verify authenticity and access product information with a simple tap—no app required. It’s a seamless blend of security and brand storytelling,” said Terry Katz, CEO of ForgeStop.
As per the TRACIT (Transnational Alliance to Combat Illicit Trade) September 2023 report on India, a significant share of alcohol sold in India is counterfeit—well above the global average—and the problem is escalating rapidly. Counterfeit alcohol not only harms brands but also poses serious risks to consumer health.
With this first-of-its-kind initiative, Piccadily is elevating the standards of transparency, safety, and innovation in the Indian spirits industry—paving the way for a more secure and connected future for whisky lovers.
*Source- Source (TRACIT Report on India):
https://www.tracit.org/uploads/1/0/2/2/102238034/illicit_trade_in_alcohol_in_india-challenges_and_solutions-2023.pdf
Source (OECD Illicit Trade Report):
https://www.oecd.org/content/dam/oecd/en/publications/reports/2022/06/illicit-trade-in-high-risk-sectors_35dff936/1334c634-en.pdf
Stock Ticker: (PICCADIL | 530305 | INE546C01010)
https://www.bseindia.com/stock-share-price/piccadily-agro-industries-ltd/piccadily-agro-inds/530305/
