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Indian premium spirits market embraces craftsmanship
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Friday, 16 October, 2026, 08 : 00 AM [IST]
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Anurag More, Mumbai
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Indian premium spirits market is witnessing a shift towards products that offer distinctive flavour profiles, authentic storytelling and refined drinking experiences, with home-grown gin and vodka brands increasingly focusing on quality, craftsmanship and brand differentiation. Growing consumer sophistication, the expansion of cocktail culture and the emergence of experiential drinking occasions are creating opportunities for premium spirits, according to industry leaders Sanya V. Jain, Co-Founder, Mohulo Gin, and Badal Moradia, CEO, TIGERFIRE Vodka.
As consumers become more discerning, purchasing decisions are increasingly influenced by a spirit’s origin, ingredients, production techniques and brand identity, rather than price or alcohol content alone. This shift is encouraging domestic brands to develop differentiated propositions that combine quality with distinctive narratives and contemporary drinking
experiences.
Home-grown gin brands embrace Indian botanicals
According to Jain, India’s gin category has evolved from its colonial-era associations into a more expressive segment rooted in Indian ingredients, regional narratives and contemporary craftsmanship. Home-grown brands are increasingly exploring indigenous botanicals and local cultural identities instead of simply replicating international styles.
“This shift has elevated gin from a mixer-led category to one that can stand independently as a spirit of character,” Jain said, highlighting the opportunity for brands such as Mohulo to establish themselves in the Indian sipping gin segment.
Authenticity, provenance and a clear brand identity are emerging as important considerations in the premium gin market. Consumers are showing greater interest in small-batch spirits with distinctive stories of place and production. Gin’s versatility, which allows it to be enjoyed neat or in cocktails, is also contributing to its appeal.
The expansion of cocktail culture, particularly the popularity of gin and tonic serves, has helped introduce consumers to a wider range of gin styles. Bars, restaurants, fine-dining establishments and specialised drinking venues are playing an important role in building awareness of premium offerings and encouraging consumers to explore more complex flavour profiles.
For Mohulo, product differentiation is centred on Mahua flower and a blend of 12 botanicals. Traditional copper pot distillation and botanical layering form the foundation of its production approach. Indian ingredients, including Mahua, basmati rice, cardamom, bay leaf and honey, are central to the gin’s flavour profile and brand proposition.
Jain said the brand has received encouraging responses from metropolitan markets, particularly Mumbai, Delhi NCR, Bengaluru and Goa, where established on-trade cultures have supported initial consumer traction.
Vodka consumers seek smoothness and character
A similar shift is emerging in the vodka segment, where consumers are increasingly looking beyond conventional price-led choices to explore premium products offering smoother textures, distinctive taste profiles and stronger brand identities.
Moradia said Indian vodka consumers have become more discerning, with growing expectations around liquid quality and the overall drinking experience.
“People don’t want vodka that burns going down and back up. They don’t want a completely characterless drink. They want something with a story, something with real character,” he said.
Flavoured vodka is also gaining attention as consumers explore greater variety in taste and drinking occasions. At the premium end of the category, smoothness, production quality and differentiation are becoming important factors in attracting consumers.
TIGERFIRE Vodka focuses on raw material quality, filtration and micro-oxygenation to achieve its desired smoothness while retaining the spirit’s character. According to Moradia, the brand does not use additives, with its flavour profile derived from the distillation process.
Packaging is another important element of the brand’s positioning. Moradia said TIGERFIRE’s bottle took two years to develop and features a tiger-eye motif inspired by Sanjay Dutt’s eyes, alongside hand-applied filigree influenced by Indian craftsmanship. The design aims to strengthen shelf appeal and back-bar visibility while communicating the brand’s premium positioning.
The company also spent four years working with master distillers in France to refine its vodka, with the longer-term objective of establishing recognition for the product’s quality and character beyond its celebrity associations.
Distribution and-trade engagement crucial
Despite the opportunities presented by premiumisation, both categories face challenges arising from India’s fragmented alcoholic beverages market. Differences in state-level excise regulations, taxation, licensing, pricing and distribution frameworks can complicate market entry and expansion, particularly for emerging brands.
Jain noted that high duties and fragmented routes to market remain significant hurdles for craft gin producers. Building consumer awareness while maintaining product quality and pricing integrity is equally important.
For both Mohulo and TIGERFIRE, bars, restaurants, hotels, bartenders and mixologists are critical to consumer education and brand development. These channels provide opportunities for product trial, introduce consumers to different serves and help communicate the ingredients, production methods and stories behind premium spirits.
TIGERFIRE is leveraging India’s evolving cocktail and mixology culture through its on-trade strategy. Moradia said bartenders and mixologists play an important role in influencing consumer preferences by demonstrating the vodka’s versatility through different serves, including Blanche Noir, Peak Euphoria and Something Spicy.
Competition is also expanding beyond individual spirit categories. According to Moradia, consumers increasingly choose between vodka, gin, tequila, rum and whisky depending on the occasion and their preferences, requiring brands to establish a clear reason for consumers to select their products. “The world opens up, and it means that brands have to work harder to provide a real reason to be poured,” he said.
Digital platforms and social media are helping Mohulo communicate the provenance of its ingredients, the cultural significance of Mahua and the thinking behind its product. Jain added that in-person tastings remain important for creating meaningful consumer engagement and encouraging trial.
Selective expansion and premium positioning
Both brands are pursuing growth strategies that prioritise market development and brand positioning over rapid, volume-led expansion. Mohulo is focusing on controlled distribution, premium markets and experiential drinking occasions. Its plans include strengthening relationships with on-trade partners while evaluating selective portfolio extensions and limited editions that complement the brand’s existing identity.
Jain said the long-term opportunity lies in creating spirits that reflect Indian identity while maintaining quality and refinement. Rising consumer sophistication and the growth of premium drinking occasions are expected to support the development of India’s craft gin segment.
TIGERFIRE is following a calibrated market-entry strategy, with an initial focus on Maharashtra, Goa, Hyderabad and the National Capital Region, including Gurugram. The company is working towards expanding into Telangana, Delhi and Punjab, followed by additional domestic markets and selected international territories, including duty-free channels.
Moradia said the immediate priority is to strengthen distribution, premium retail availability, on-trade presence and trade relationships in existing markets. Rather than focusing on a single sales milestone, the company is prioritising market depth, visibility and consumer trial. Its longer-term ambition is to establish TIGERFIRE as a globally recognised vodka originating from India.
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