[7] Initially launched in the super-premium segment of the Indian whisky market, Signature was lowered to the premium category in 2001.
[8] Signature began being sold in Canteen Stores Depot (CSD) for defence services in January 2002.
[3] Signature sponsored Boniface Prabhu's participation at the 2003 French Open Wheelchair Tennis Championship.
It also unveiled an "Icon Series" advertising campaign, which featured entrepreneurs Alok Kejriwal of Contest2Win and Jay Galla of Amaron Batteries "as people who came from nowhere to script new corporate success stories".
[12] In November 2012, Akshay Kumar was signed as the brand ambassador of Signature for their 13-week "Success is living in the spotlight" campaign.