Your foundation drives and shapes your future. When you build accountability into that foundation, you always emerge victorious with your accountable and dependable leadership. Bikramjeet Singh Chadha is a living example of it.
A visionary strategist and exemplary brand builder, Bikramjeet specializes in the brewing and spirits industries. According to him, very crucial and integral to creating legendary brands is developing equally powerful stories. “Creating stories behind typical products and services will be paramount to competing in the ever-growing, dynamic industries,” he believes. As uniquely as his story revolves around the beer and spirits for now, Bikramjeet is committed ‘to adding numerous chapters pertaining to the growth of the Indian economy.’
A Journey Rooted in Diverse Experience
However, before looking ahead to the future, it is necessary to go back to the beginning of Bikramjeet’s fascinating journey that began at Charterhouse in 2016, when he applied for the International Bacchalaurete diploma and completed it in 2018. During that time, he worked in the Finance department and Sales & Marketing team at Radisson for a month as an Intern, “Where I also attended the Satte conference.” Not only that, but Bikramjeet also Co-founded The Vástrà Initiative, which, according to him, was intended to provide clothing to impoverished residents of shanties and slums throughout Chennai. “Garments were transported from Charterhouse School, England, which was the boarding school I attended, to Chennai, India.”
Then, in 2018, he pursued a Bachelor’s Degree in Management at the University of Bath and got it in 2021. Again, in August 2018, Bikramjeet established A2B Football Private Limited as the Founder and Director, the positions which he carried on till March 2024.
In August 2019, Bikramjeet joined his family business, The Adie Broswon Group, as the Executive Director, which he is continuing at present. Furthermore, in 2021, he founded The Beverages Private Limited for the conceptualization, branding, designing, development, launch and management of Kibba Superior Beer.
Taking the Legacy Forward
Thus, since 2019, Bikramjeet’s ultimate goal is to propel The Adie Broswon Group’s legacy, which traces its origins back to 2005, when his father, the late Sardar Hardeep Singh Chadha, conceptualized and established AB Grain Spirits Private Limited—at the time, one of the largest distilleries in North India. His vision was to create a vast agro-industrial complex in Batala, comprising three distilleries, a sugar mill, and a brewery. He was deeply rooted in family values and built the group with the intention of making it an intergenerational family business, says Bikramjeet.
His mother has since led the group’s expansion into a diversified conglomerate spanning multiple sectors, including distilleries, sugar, breweries, renewable energy, and public transportation. “The unwavering dedication of both my parents to building The Adie Broswon Group serves as my greatest motivation to carry their legacy forward,” says Bikramjeet with immense pride.
The Guiding Philosophy
Further sharing their guiding philosophy, he says that at The Adie Broswon Group, everything they do is guided by the powerful vision of their founder: “Victory in Every Field.” This isn’t just a motto—it’s the spirit that shapes how they think, work, and grow.
“This ethos is reflected in our expansion across diverse sectors, including distilleries, sugar, breweries, and public transportation. Within these industries, we’ve continued to evolve—developing consumer-centric brands, expanding manufacturing, and building robust distribution networks.”
Their true strength lies in blending traditional values with modern practices. This balance has enabled them not just to scale but also to lead and redefine the industries in which they operate.
Bikramjeet states, “We’re proud to have a team of over 6,000 dedicated members as part of the Adie Broswon family. It’s their discipline, drive, and passion that fuel our growth—through operational excellence, cutting-edge technology, and a culture rooted in compliance and customer satisfaction.”
“Ultimately, our success isn’t measured by numbers alone. It’s about how we lead with conviction, stay agile in a changing world, and continue creating meaningful value—for the economy, the environment, and the communities we serve,” he adds.
Creating A Dynamic Business Entity
Bikramjeet furthers that the business environment today is more dynamic than ever—shaped not only by internal industry shifts, such as changing customer preferences, but also by external forces like global supply chain disruptions, liquidity challenges, and evolving government policies.
To survive—and ultimately thrive—organizations must be built on strong foundations that enable agility and adaptability in the face of constant change.
At The Adie Broswon Group, they place a strong emphasis on strengthening their core departments, ensuring they excel in their respective domains while also fostering seamless cross-functional coordination to drive efficiency and resilience across the organization.
Coining the Responses According to the Situations
Also, Bikramjeet ardently believes that the essence of future transformation lies in innovation, disruptions, and enhancing the end-user experience. So, rather than balancing between operational efficiency and customer satisfaction, he says he believes that in most situations, efficiency and customer satisfaction are two sides of the same coin—one drives scale and consistency. At the same time, the other builds relevance and loyalty.
Grounded in Systems Thinking
At The Adie Broswon Group, their approach is rooted in systems thinking. They don’t simply optimize operations to cut costs or boost output—they do so to create a smoother, more responsive value chain that ultimately benefits the end user.
For instance, CSIPL’s double-refined, sulphur-free sugar with a 20 ICUMSA rating and ABG’s exceptionally pure ENA production are industry benchmarks that demonstrate how operational efficiency and product excellence go hand in hand. Additionally, their operations run entirely on renewable energy and follow zero-waste processes—enhancing internal efficiency while meeting the expectations of today’s environmentally conscious consumer.
“That said, there are circumstances in which we must choose between operational efficiency and customer satisfaction.” In such cases, even at an operational cost, they consistently prioritize customer satisfaction. While this may sometimes be reflected as a financial loss in their statements, they never take risks that could compromise the customer experience.
Their plants are designed for scalability, the teams are trained to think from both technical and customer-centric perspectives, and they remain actively engaged with stakeholders—whether government bodies, global spirit houses, or local distributors—to stay agile and ahead of the curve.
The results speak for themselves. Legacy brands like Rockberg, Master Moments, and 100 Strokes have earned enduring consumer trust. “We’re carrying that same commitment into our current and upcoming brands—KIBBA, MOOOZ, Mark V, and soon-to-launch Bastion, Battalion, and Kingpin.” Each of these is crafted not just to perform but to connect, endure, and lead.
Making the Business Tech-Smart
Regarding advanced technologies and digitalization, Bikramjeet feels that technology isn’t just an upgrade—it’s a fundamental shift in how they operate, make decisions, and future-proof their business.
One of his key priorities is to embed technology into their operational systems to enhance data collection and analysis, empowering his teams with actionable insights to make smarter, faster decisions.
From advanced automation across their distilleries and breweries to smart energy systems powered by real-time data, their facilities are built to be agile, responsive, and sustainable.
Ultimately, it’s not just about adopting technology—it’s about fostering a digital-first culture rooted in agility and continuous improvement. “That’s what keeps us competitive in today’s market and prepared for tomorrow’s opportunities,” he claims.
Success Testament
A testament to his company’s incredible success, Bikramjeet shares a transformative project that he undertook. Upon his induction into The Adie Broswon Group, his primary responsibility was to transform a loss-making brewery unit into a profitable, cash-flow-positive operation. The cornerstone of this transformation was building a culture of accountability. To instil this within the team, he says, “We appointed a Manager of Manufacturing Excellence, tasked with leading data-driven, cross-functional daily meetings focused on accountability and performance against defined targets.” Since its inception, this role has proven indispensable and has never remained vacant.
Also, the workforce is the cornerstone of any successful organization. Thus, when asked how his company fosters a culture of growth, skill development, and empowerment among its employees, Bikramjeet says, “As previously stated, accountability serves as the cornerstone of our organizational culture. It forms the foundation upon which we foster a growth mindset and empower our teams to perform at their best. As we continue to achieve functional excellence, team members will be encouraged to engage in cross-functional training to ensure ongoing development—both at the individual and collective level.”
Becoming Pandemic-Proof
No successful journey is without challenges. Bikramjeet shares one of the most challenging periods for their organization. It emerged during the COVID-19 pandemic. Operations, logistics, and even basic communication were severely disrupted. “However, the response from our team was nothing short of exemplary,” he recalls.
They adapted swiftly—implementing revised shift structures to prioritize safety, establishing robust protocols, and ensuring the continuity of essential production. Notably, their distillery teams took the initiative to produce sanitizers in support of local healthcare efforts. While this was not part of their original mandate, it became a meaningful extension of their purpose during that time.
This phase underscored the strength of collective belief and commitment. It demonstrated that resilience is not merely about perseverance—it is about unity, agility, and the ability to lead with both integrity and compassion.
The COVID-19 pandemic not only reshaped industries globally but also served as a wake-up call across industries, including theirs, highlighting the critical need for agility and strategic foresight, says Bikramjeet. “In its aftermath, we have focused on establishing a comprehensive risk management framework designed to enhance our ability to anticipate and respond to disruptions effectively.”
For instance, they have diversified their supply chains and strengthened partnerships with multiple suppliers to minimize dependency on any single source. Simultaneously, they have invested in digital transformation initiatives to enhance operational flexibility and enable remote functionality—ensuring business continuity in the face of unforeseen challenges.
Beyond operational resilience, they proactively engage with geopolitical analysts to monitor global risks that could potentially impact their business, particularly given their facility’s proximity to the India–Pakistan border.
In all these, says Bikramjeet, “Our objective is clear: to remain prepared. It is not merely about reacting to crises, but about taking proactive steps to ensure uninterrupted delivery of quality, upholding our commitments to stakeholders, and continuing to support our employees and the communities we serve.”
Advising Aspirants
Businesses are a way for the Indian industry to pace up its economic potential and capacity. In his advice to other budding entrepreneurs who aspire to venture into the startup space, Bikramjeet speaks from his tremendous experience, “Do not pursue it unless you are prepared to make sacrifices and significantly transform your current way of life. If you are, then the only limits that exist are the ones you set for yourself.”
The Vision Ahead – Victory in Every Field
Finally, looking ahead, Bikramjeet divulges his plans: “We do not intend to remain confined to the niche we have established. Our ambition is to expand within our current sectors while strategically entering key industries that will shape India’s growth trajectory. Regardless of the sector or domain, our vision remains anchored in a single guiding principle: *Victory in Every Field.*”
