WHETHER it is to stock his classic car garage, his stud farm, his aircraft hangar or his liquor cabinet, Vijay Mallya has a penchant for the finer things.

The 50-year-old chairman of United Breweries, the world’s third biggest spirits group, has chosen to fritter away his $1 billion (£535 million) fortune on Ferraris, stallions, fine cigars and yachts.

It is not typical for Indian industrialists to live it up so publicly but Mr Mallya is true to the marketing slogan of his best-selling Kingfisher beer: “Enjoy the Good Times”.

His partying ways, love of tacky sales gimmicks and decision to put the air stewardesses working for his airline in impracticably short skirts have all earned him a comparison with Sir Richard Branson.

He may offend traditional sensibilities but Mr Mallya does add a much-needed pizzazz to India’s often grey and sober corporate circles within which he has earned grudging respect for a quick recognition of the value of smart branding.

His move to name his airline after his beer to circumvent the ban on alcohol advertising was hailed by marketers as a stroke of genius. With such brand awareness, it is no surprise that Mr Mallya picked out the largest-selling scotch in Scotland as his next prize to add to a growing empire.

The only son of Vittal Mallya, he was destined to run his father’s empire, which embraced, spirits and food and included an investment portfolio with stakes in blue-chip companies such as Cadbury India.

When Vittal died unexpectedly in 1983, the 28-year-old Vijay was thrust into a position of great responsibility and vast wealth. Despite being the antithesis of his father, he built the business into a multinational conglomerate of more than 60 companies spanning spirits, life sciences, IT, agriculture, engineering and chemicals.

Mr Mallya has plans for a London listing for Kingfisher Airlines, which launched last year, and recently announced a fighting fund of £1.3 billion for overseas acquisitions. His son Sidhartha, 18, is his anointed successor.

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