Homegrown brands shaking up craft gin market

As per IWSR, a leading global drinks data and insight provider, volumes for the premium bands have more than doubled since 2019, and are expected to almost treble by 2026

Homegrown Indian craft gin brands are shaking up the market with unique flavours and premium offerings, driving growth in the evolving spirits industry.

Once only a basic offering, gin is transforming into a thriving segment, thanks particularly to the emergence of homegrown brands that are driving growth with flavour and innovation. In a country where locally produced Indian made foreign liquor (IMFL) gins dominated the market for many years, the emergence of a local craft scene has transformed the category, say industry observers.

As per IWSR, a leading global drinks data and insight provider, volumes for the premium bands have more than doubled since 2019, and are expected to almost treble by 2026.

Several factors are driving this trend, said Heemanshu Ashar, brand head and global brand ambassador of John Distilleries, the makers of the popular Paul John single malt whisky that launched Malhar, a premium Indian craft gin, in 2022.

“The younger Indian consumers, particularly in metropolitan cities, are becoming more experimental with their drink choices. The versatility of gin—thanks to its botanical diversity—makes it an exciting base for a wide range of cocktails, appealing to this curious demographic,” said Ashar.

Available in two flavour profiles, classic dry gin and citrus gin, Malhar (priced approximately at Rs 2,500-4,500 onwards for 750 ml) has won several global awards for quality and taste. “We are now in 14 countries, eight Indian states and two duty-free establishments,” added Ashar.

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