The takeover of Polygram comes after a highly successful period in Polygram India's recent history, when it grabbed top awards for its runaway Indi-pop hit Janam Samjha Karo, and a serious debut in film production with Khamoshi. It currently has two films under production.

The company also recently bought out a music label Velvet Voice by Pankaj Udhas. Seagram has so far had a major role in sponsorship of entertainmentprogrammes at various urban centres to sell its upmarket whiskey brands.

In India, Seagram has launched eight products in the market. These include, three scotch whiskies -- Something Special Aged 12 years, Passport and 100 Pipers, a range of superior blended whiskies --Blenders Pride, Oaken Glow, Royal Stag and Imperial Blue and Seagram's Extra Dry Gin. Seagram is among the few companies here to use only grain spirits and not molasses in the production of blended whiskies. It also has plans to launch its fruit drink -- Tropicana -- in the country.