Executive Leadership

Bikram Basu
Chief Operating Officer- Marketing, Strategy, Sales


With over 25 years of experience in the alcohol beverage industry, Bikram Basu is synonymous with the success of many spirit brands in the country.


He began his career with McDowell and Co. Ltd. - United Spirits (now Diageo) as a Management Trainee. Initially serving as Group Product Manager for the flagship brands of No.1 McDowell’s Whisky, Brandy and Rum, he quickly rose to become Regional Sales Manager - North. Bikram joined Seagram India in 2000, later known as Pernod Ricard India, to build brands like Royal Stag, Blenders Pride and Imperial Blue.


While serving Pernod Ricard as Vice President - Marketing from 2007 to 2014, he was a member of the Executive Committee in India and was also on the Global Creativity and Luxury team. Bikram brought the marketing and strategy focus on a strong line up of international portfolio brands such as Chivas Regal, The Glenlivet, Absolut, 100 Pipers, Jameson, Ballantine’s and Jacobs Creek in the country. To this day, he remains the only leader to have won with his team the Pernod Ricard Global Marketing Best Practice Award and the externally judged Scalpel Award for Creativity at their annual meet at Les Embiez in France.


Bikram joined ABD in 2015 and presently serves as Chief Operating Officer- Marketing, Strategy, Sales. In ABD, his team is credited with launching and setting the pace for Sterling Reserve Premium Whiskies, one of the most successful launches in recent times.


He did his early education at St. James’ School and St. Xavier’s College, Kolkata and subsequently completed his management studies from XLRI Jamshedpur. Bikram enjoys explorations in contemporary design and art, food and travel.