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.
“India’s evolving spirits landscape, particularly the rise of gin, reflects a significant shift in consumer preferences. Traditionally a whisky-dominant market, we’re now seeing a growing appreciation for white spirits, especially gin,” said Abhishek Khaitan, MD of Radico Khaitan, an IMFL brand that sells the Jaisalmer Indian craft gin.
Launched in 2018, Jaisalmer (priced at Rs 3,500 for 750 ml) today holds an impressive 50% share of the luxury craft gin market in India. “We have witnessed a 3-year CAGR of about 75% and hope for consistent growth,” Khaitan added.
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.
“Craft gin is having a major moment, not just in India but globally. People are looking for spirits that tell a story, layered with flavours and rich in authenticity. We’re seeing a shift where consumers want more than just a drink—they want an experience,” said Ansh Khanna, co-founder of Peak Spirits, a global spirits company that recently announced the launch of Jin JiJi, an exquisite dry gin, in India. Jin JiJi is currently available in two variants — Darjeeling and India Dry Gin, priced at Rs 2,700 and Rs 2,050, respectively. The gin incorporates flavours of two distinct junipers, alongside the highest grade golden flowery Orange Pekoe1 Darjeeling tea sourced from single origin tea estates in the Darjeeling variant.
Khanna is also co-founder of Himmaleh Spirits, along with Samarth Prasad, producing provincial gin Kumaon & I, inspired by its location in the Himalayan foothills. The all-natural dry gin crafted from fresh Himalayan spring water incorporates a selection of 11 regional botanicals. Over 80% of the botanicals are sourced from local women farmers in Uttarakhand, empowering the community while supporting sustainable practices. As Samarth Prasad adds: “Craft gin is witnessing a remarkable surge, both in India and abroad. In India, consumers are becoming more experimental and looking for new, authentic flavours. Globally, we are seeing a similar appreciation for artisanal spirits.”
Countries such as the UK, Spain and Singapore have seen a massive upswing in gin consumption and gin-specialised bars. “This trend has filtered through to India via travel and social media,” said Anand Virmani, co-founder, CEO and head distiller of homegrown spirits company Nao Spirits that is behind the Greater Than and Hapusa gin brands. “What has further helped is the rapid development of the bar industry in India that has embraced and propelled cocktail culture. This has helped the gin category significantly as craft cocktails have tended to focus on gin as a spirit over vodka, which was at its height in popularity in the 90s,” he added.
When Nao Spirits started its craft gin business in 2017, the premium gin category (priced over Rs 1,000) was only about 12,000 cases annually, said Virmani. “This comprised only imported gins at that point. As of 2023, this number is more than 420,000 cases annually, of which Nao Spirits is responsible for about 25%,” he added. Starting with 7,836 bottles in 2017, the company managed to sell 1 million bottles of its flagship Greater Than gin in FY2023-24.
Gin may be growing at a rapid pace but it’s still the smallest segment in the alco-bev category, said Gurpreet Singh, co-founder and director of World of Brands (WoB), which is behind the Great Indian Gin, a premium gin “with a strong Indian connect”. “This leaves the segment of gin with a lot of head-space to continue the phenomenal growth trend it has displayed over the past few years. The adjacent category of vodka itself is about 6-8 times the size of gin and, from what we are seeing, a lot of these vodka consumers are very open to converting to the more versatile and increasingly popular gin segment,” added Singh.
Made in Hoskote, Karnataka, Great Indian Gin comes in three variants – original, Nagpur orange and Shimla green apple – with a new launch planned by the end of this calendar year. “We are seeing the younger age groups across genders take to our gin. We believe the ‘new India’ is truly proud of the brands their country is able to create and the Great Indian Gin has surely benefited from this,” said Singh, whose gin brand has registered about 30% in organic growth since its inception in 2022.
Rajiv Thadani, managing director of Fullarton Distilleries, agreed. “In recent years, younger consumers have shown an increased interest in gin. There is a growing demand for premium, craft spirits that offer unique experiences, and gin, with its versatility and botanical blends, caters to that need. The rise of cocktail culture, combined with more exposure to international trends, has made gin a popular choice among the urban, millennial audience in India,” he added.
Fullarton Distilleries’ Pumori Gin has shown significant growth since its launch and currently makes up 25% of the revenue generated by the company’s portfolio of craft spirits. “Our primary markets include metro cities such as Mumbai and Bengaluru, where we’ve seen a notable demand for premium gin. Goa, in particular, has been an important market, thanks to its gin-friendly culture,” explained Thadani.
Gin as a category is surely benefiting from innovation led by young Indian entrepreneurs. Earlier this year, Goa saw the launch of Nisaki, a ‘colour-changing’ gin created by friends Sanchit Agarwal, Nidhi Kedia and Akhilesh Rajan. Mixed with tonic water, the gin transforms from deep indigo to a soft pink, the unique element boosting curiosity and sales. “In the first six months since Nisaki’s launch, we have seen significant growth across retail and bars/restaurants. We’ve experienced a steady month-on-month growth of over 30%, reflecting the increasing demand for premium gins in India. While specific revenue figures are confidential, our expansion into key markets across India and international interest in Nisaki highlight the growing demand for premium, homegrown gins,” said Sanchit Agarwal, co-founder, Nisaki Gin.
Meanwhile, homegrown gin brands are poised for exciting times ahead. According to a report by IWSR, as the gin boom cools in established markets such as the UK and Spain, growth opportunities will come from non-traditional markets such as India. “The Indian craft category is expected to go from strength to strength, with the strong likelihood of more brands and more investment, from large and small players alike,” said Jason Holway, market analyst at IWSR.