 The simultaneous move into food products started with the acquisition of Kissan Products in 1950.When Herbertsons was pocketed two decades later, Mallya also bagged its Dipy's division, giving him a virtual stranglehold on a series of processed food products.In 1977, when an official prohibition drive sent the breweries and distilleries into a tailspin, Mallya showed his foresight by buying up or gaining control through management contracts of yet more breweries (Premier, Jupiter, Punjab and Indo-Lowenbrau) and distilleries in Udaipur, Alwar, Mirganj, Serampore and also set up a plant in Pondicherry, as others sold out in the face of a market slump.