Meet the women behind six new-age, homegrown alcoholic-beverage startups who are stepping into and transforming an otherwise male-dominated space.
Kasturi Banerjee of Stilldistilling Spirits
Founded: 2020
Products: Maka Zai White Rum, Maka Zai Gold Rum, Mesma
Kasturi Banerjee might have worked as a banker for over 16 years, across various departments, in India and Singapore, but she was always interested in wines and spirits. In 2019, she pursued a bartending course to better understand the art of mixology. “Through this experience, I began to understand the future of India’s alco-bev industry. I then began experimenting with blends and conducted research to understand emerging trends and evolving consumer preferences in the sector.
This led me to identify a market opportunity in the premium rum category,” says the founder and director of Stilldistilling Spirits, a Goa-based independent distillery that produces Maka Zai, a homegrown premium, artisanal rum, among other products.
“While travelling, studying and learning extensively, I also participated in several certifications and training courses to have a wide understanding of the liquid,” says Banerjee. With a niche segment carved out for herself over two years, she finally embarked on her entrepreneurial journey and set up Stilldistilling Spirits in 2020.
In less than four years, Stilldistilling Spirits has launched three distinct creations. While the Maka Zai White Rum is suitable for cocktails, with flavours ranging from sweet and floral to spicy and herbaceous, its aged Maka Zai Gold Rum is an elegant sipping rum, a first of its kind in India. To mark its two-year journey, the company also launched a limited-release barrel-aged rare rum, ‘Mesma’, with only 600 bottles available in Goa, in May last year. It sold out in less than two weeks.
In the past four to five years, there’s been a significant transformation in the spirits industry, feels Banerjee. When she launched Stilldistilling Spirits, she was one of the first few women in this industry. “Today, it’s great to see a steady increase in the number of female entrepreneurs entering the beverage sector, across several roles. From restaurant ownership and beverage programme leadership to bartending and spirit founders, there’s a noticeable trend toward greater equality unfolding. Over the past 12 months, both globally and here in India, we’ve witnessed remarkable progress. Opportunities are becoming more accessible to all, and recognition is being rightfully extended regardless of gender,” she adds.
Banerjee and her team at Maka Zai have been consistently challenging and transforming the conventional stereotypes and assumptions surrounding rum. Historically, rum in India has been viewed as a non-premium dark spirit, which is made for novice drinkers and always requires a mixer. “We have been changing this narrative through innovative packaging and design. Our clear bottles enable the spirit itself to shine, and our pastel brand colours and intricate lines and details give our rum a more fun, sassy and contemporary look,” says Banerjee.
Also, Indian consumers have traditionally preferred mojitos or the classic combination of rum and cola. The Maka Zai team is continuing to push for greater awareness and education on that front too. “We encourage consumers to explore different ways of enjoying rum through engaging tasting sessions and masterclasses. For instance, our aged (Maka Zai) Gold Rum introduces consumers to an elegant rum sipping experience that they may not have tried before. Our team is also constantly pushing boundaries and experimenting with new flavours and techniques to craft delicious rum cocktails. In fact, one of our most popular signature cocktails is the Cacti Daiquiri, which celebrates indigenous ingredients and is the perfect monsoon cocktail with floral, fresh and herby flavours,” she explains.
Banerjee feels many women are finding predecessors in their own fields, who are setting benchmarks and inspiring the next generation. As for her message to budding entrepreneurs who want to enter this sector, she only has this to say: “Walk the talk, be patient and kind, value time, and be consistent.”
Yoginee Budhkar & Ashwini Deore of Cerana Meads
Founded: 2019
Products: Jamun, Pomegranate Vanilla, Chenin Blanc, Blue Pea Lavender Mead, Pinot Noir Pyment, Yule Spice
For Yoginee Budhkar and Ashwini Deore, both 41 years old, the idea to create a mead brand came when they were pursuing their doctorates at the Food Engineering & Technology Department at The Institute of Chemical Technology, Mumbai. “We had access to many interesting food enthusiasts and researchers visiting our department for collaborations. One such visitor from the UK introduced us to the concept of mead,” says Budhkar.
Mead checked a lot of boxes for both Budhkar and Deore. “It is the oldest alcoholic beverage with a rich historical context and great future potential. It aligns with our idea of a sustainable alcoholic beverage because it is made with honey, and there is significant potential to incorporate various local flavours. This approach allows consumers to be global in perspective but local in practice,” she explains.
The duo also believed the market was ripe for this type of beverage, given the increasing discussions around climate change and making sustainable choices. “Mead fits into the changing psyche of consumers and appeals to those who prefer beverages that are neither bitter nor too dry. Considering all these factors, it made a lot of sense for us to introduce mead as a category in the Indian alco-bev market,” adds Deore. Thus was born Nashik-based Cerana Meads in 2019.
Cerana Meads was able to increase its turnover by more than 150% in 2023-24 compared to 2022-23. “In this FY, we are focusing on both vertical and horizontal expansion. This includes planning to enter at least three new cities in Maharashtra and two new states in India. Additionally, we aim to cross international borders and start exporting to at least two new countries this year,” says Budhkar.
The company also has an ambitious plan to launch two new meads this year, the R&D for which is nearly complete, and it will soon begin strategising the packaging and marketing. It is trying to introduce the new flavours by the end of this calendar year.
Moreover, Cerana Meads recently launched its taproom in Nashik, which has received a great response. “It provides a proper avenue to educate people about mead and offer a relevant experience along with the product. This addition is expected to substantially boost our turnover,” says Budhkar.
In India, the alco-bev industry has been largely male-dominated because the primary consumers are men. “As the target audience has shifted to include both men and women equally, at least in tier-I and tier-II cities (though not yet in rural India), this change in consumers has naturally led to a change in manufacturers,” she adds.
Like with any startup, Budhkar admits that they faced many challenges, but she doesn’t think those were specifically gender-related. “The alcohol industry is very complex. It’s cutthroat, with many big fish. For a new small company that’s trying to establish itself not only as a brand but also as a category, therefore, poses a lot of challenges,” she offers.
However, the outlook of the consumer in India is changing, says Budhkar. “They want something exclusive, something local, something consciously made. This shifting demand helps us break barriers and enter the market despite the competition. While this challenge persists, each passing day makes the struggle a little bit easier,” she adds. Another significant challenge, feels Budhkar, is dealing with compliances. Excise regulations differ for every state, and even within the state there is a lot of paperwork and time needed for simple appro-vals. For a small brand to engage substantial time and resources in fulfilling these is a big setback. “In addition, the regulations change very often for us to form and follow a system to build efficiency. Wading through this is a big challenge for us,” she adds.
Karishma Chandy of Happenstance Beverages
Founded: 2022
Products: Pitbull Rum
Karishma Chandy has always been passionate about learning new things, especially history and culture, through food, drink and architecture. Her love for different aromas and flavours led her to study wines and spirits and become a certified sommelier. “Years of brand experience and an evolved and discerning palate created a desire to start a brand of my own, which led me to team up with Kalpesh Parekh (co-founder),” says the Mumbai native. The duo’s complimenting skill sets led to the formation of Happenstance Beverages and the launch of Pitbull Rum in late December 2022.
Since then, the company has produced 3,500 cases (9BL) in just over a year. Currently, it is available in Mumbai and Pune, with plans to expand soon. In terms of projections and forecasts, Happenstance is looking at a 200% growth in this financial year with the addition of new variants and entry into new markets in the coming months.
Named after the popular breed of dog, Pitbull dark rum is made in Aurangabad, Maharashtra, with sugar cane molasses and blended with aged spirits. It has distinctive and bold flavours of the Caribbean Islands with rich notes of sugarcane, tropical fruits like banana, fig and candied orange, hints of spice from cinnamon, vanilla and anise, natural sweetness from the molasses and toasty oak influences from the aged spirit.
The alco-bev industry is traditionally considered a male bastion, but all that seems to be changing now. Having spent over 15 years in the alco-bev space, Chandy has been able to witness this gradual shift first-hand. “As international brands enter the Indian market and the IMFL segment becomes more premium, the alcohol industry is adopting more systematic practices, mirroring other B2C businesses. This trend is accompanied by a welcome increase in gender diversity within the workforce,” she explains.
Early in her career, and occasionally even now, navigating a traditionally male-dominated industry, however, presented both advantages and challenges. “There is a novelty and encouragement from the industry for the bold choice I made over 15 years ago. While some traditional mindsets might still exist, I’ve also found a growing sense of inclusion within the industry,” she says, adding: “I’ve had the opportunity to develop solid professional connections with coworkers, managers, and business partners—their backing has been extremely helpful. I prefer to focus on the positives and inspire and create a more welcoming space for the future generation of women in this industry.”
Chandy has always focused on putting her good work that would speak for itself. “I would like to believe that it was recognised and opened doors to new opportunities,” she adds.
As a message to budding women entrepreneurs who want to enter the burgeoning alco-bev space in India, Chandy wishes to put forth a message: “Keep your head down, put in the work, don’t be afraid to dream big and take the leap of faith. In the new landscape of Indian alco-bev start-ups, I would like to believe we are building a supportive ecosystem where there is room for everyone to succeed and grow together.”
Nidhi Kedia of Nisaki Gin
Founded: 2024
Products: Nisaki Colour Changing Indian Dry Gin
Nidhi Kedia, 30, comes from a family where entrepreneurship has always been in the blood. After earning her Master’s degree in marketing from the University of Bath, UK, and completing the Global Family Managed Business (GFMB) course at SP Jain School of Global Management, Mumbai, she spent years working with various sectors including FMCG, alcohol, entertainment and real estate.
“Along the way, I realised my passion for building standout brands. The idea for Nisaki Gin emerged from a shared love of premium spirits between me and my co-founders. We saw a gap in the Indian market for homegrown, innovative gin that could stand toe-to-toe with global competitors. Combining our diverse skill sets, we launched Nisaki Gin, with a focus on offering a sensory experience that goes beyond just taste—embodied by our unique colour-changing gin,” says Kedia.
In the first six months since its launch in February this year, Nisaki has 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. Our unique colour-changing element has boosted curiosity and sales. Our initial batch sold out in record time, and we’ve expanded our distribution to over 500 premium stores and bars across Goa and Maharashtra,” says Kedia.
While specific revenue figures are confidential, as per Kedia, the company’s expansion into key markets across India and international interest in Nisaki highlight the growing demand.
According to Kedia, the rise of craft and experiential spirits, particularly in the gin segment, appeals to a broader, more diverse audience, including women. “This inclusive environment is paving the way for more women entrepreneurs in the industry. As a female leader at Nisaki, I’m proud to contribute to this growing movement and help redefine the space for future women leaders,” she adds.
However, being in the alco-bev space and working to establish a premium, homegrown gin brand was not without its challenges. The male-dominated nature of the industry can be intimidating, but Kedia turned that into an opportunity. “By combining strategic thinking and creative marketing, I focused on building a strong brand story for Nisaki Gin that resonates with both men and women. We leaned heavily on the innovative aspects of our gin and the premium aesthetic to break through the noise,” she explains.
Kedia’s advice to budding entrepreneurs in the sector is to believe in the uniqueness of their vision and be relentless about it. “The alco-bev sector is competitive, but if you can identify an untapped niche and are willing to bring innovation to the table, you can stand out. Be prepared for challenges, but also embrace them—they are what push you to become more resilient and creative,” she offers, adding: “Lastly, never underestimate the power of storytelling and building a brand that connects with people on a deeper level.”
Karishma Manga Bedi of Idaaya
Founded: 2024
Products: Idaaya Himalayan Sipping Rum
Being someone who enjoys dark spirits, Karishma Manga Bedi noticed a gap in the domestic and international market for a high-quality rum from India. The 40-year-old Delhi resident then started to work on creating something that would “not just be a good product but a great product, something that would represent India at its best, rooted yet modern, but, above all, incomparable”.
“It wasn’t until my research into rums that I found the oldest reference back to 300 AD in an ancient Sanskrit book called Arthashastra. I discovered that the drink is made by fermenting sugarcane juice. That was the moment I decided to commit, to bring Idaaya to life and introduce it to the world,” she says. That she already had experience and learnings of Ayurveda and ancient Indian wisdom through her family-run business, Forest Essentials, Bedi was able to apply this knowledge to the processing of the liquid, the old-fashioned way.
Idaaya is a dark rum that derives its unique character from a blend of pure Indian rum and 12-year-old rum that has been aged in bourbon casks. “Blending these in a ‘Solera’ system (a practice native to the Himalayan region of India) using sal wood casks, where ancient traditions have been included to treat the cask, adds a depth of flavour, with rich aromas to the nose. A taste that is as old as time, distinct, unpretentious and elevated,” she says. A bottle of Idaaya can cost about Rs 7,500-Rs 11,700, depending upon the state’s excise rules and regulations.
Even though Idaaya was launched only in the beginning of June, the premium dark rum has already created quite a buzz by winning some prestigious awards including a Double Gold at the International SIP Awards 2024, a Silver award for rums made in Asia at The Asian Spirit Master 2024 chaired by The Spirits Business and a Bronze at the International Wine and Spirits Competition 2024 in the aged category.
Commenting on the increasing presence of women in the alco-bev industry, Bedi says women have been a part of the space for long, just not at the forefront. “So I see women taking up leadership positions, as a sort of enrichment to the trade, not really as a trend. Women have an incredible ability for the highly nuanced; our sense of smell is more elevated than a man’s. We are agile, multi-taskers with risk-taking abilities, tenacious and detail-oriented, intuitive and emotive. What a heady combination,” adds Bedi, who worked with major international brands including Dior, TAG Heuer, Sephora, and as a franchise partner for Jo Malone London, along with her experience at Forest Essentials, before launching Idaaya.
Talking about challenges, Bedi says there isn’t a lot of transparency over nomenclature, route to market, duties and so many other aspects of this business with differences between one state and the other. “In addition to this, making a product in India that conforms to EU standards (which are most rigorous), while trying to market the same in India, duty free and Europe has had a whole host of challenges. I have, however, found support from others within the industry for guidance but eventually, I think one needs to have the courage of conviction for one’s own endeavours with a problem-solving mindset and a result-oriented perspective,” she says.
“My goal is to ensure that the product is always at the centre of every endeavour and that every experience is nuanced and refined,” adds the voracious reader, avid traveller and trekker, who also enjoys cooking with her two sons.
Komal Agarwal of Talli Tales
Founded: 2023
Products: Cosmopolitan, Long Island Iced Tea
Komal Agarwal, 26, hails from Jaipur, Rajasthan. She completed her BBA from Rajasthan University in 2020 and worked at an MNC for a year before joining her mother’s business. “While working, I noticed a gap in the northern Indian market—there were no ready-to-drink options available for consumers, only beer or Breezer. In contrast, cities like Bengaluru and Mumbai had options, but none were truly tasty,” she says.
This realisation led to the creation of Talli Tales, a ready-to-drink cocktail brand. After many trials, tribulations, and countless tastings, she and co-founder Jatin Wasson struck liquid gold. “Our secret recipe, crafted by seasoned experts with over 40 years of experience in the industry, became the stuff of cocktail dreams,” she says.
Since Talli Tales’ first product hit the shelves in the Goan market on October 7 last year, “we’ve sold over 100,000 bottles in Goa and Rajasthan. Our product’s 4.8% ABV and convenient 275ml bottles have been well-received, and we are on track to expand our reach and build on this early success,” adds Agarwal.
At the moment, Talli Tales offers two variants—Cosmopolitan and Long Island Iced Tea, available in 275 ml bottles for Rs 90-105, depending on where you are buying.
The alco-bev industry is traditionally considered a male bastion. But all that seems to be changing now, feels Agarwal. “Women are catching up in all markets, including alco-bev, as they should be. Whiskey, once deemed a ‘man’s drink’, now sees significant female consumption. In Delhi, for instance, 40% of men and 20% of women (almost 1.5 million women) consume alcohol, according to an AIIMS report. Women are not only drinking but also making drinks. The industry’s evolution is driven by shifting cultural norms and the demand for diverse offerings. Brands like Talli Tales, offering premium, ready-to-drink cocktails, appeal to a broader audience and break traditional gender stereotypes,” she adds.
According to Agarwal, the way to the top is still far, but in the past year, she has learned that the alco-bev industry is very monopolistic. “Brands that sell do so in large volumes, while those that don’t struggle. Networking is crucial because Google can’t tell you how to build an alco-bev brand; industry people can. You’ll meet many who claim to know everything, but the reality is that the end user decides your fate. Choose good people to be on your side, as they can help you do things better. Ultimately, word of mouth is the best help,” she explains.
As a message to budding entrepreneurs who want to enter this sector, Agarwal feels ‘getting their product right’ should be the mantra. “This includes taste, packaging, design, and pricing. If you nail these elements, most of the work is done. Focus on quality, understand your market, and be open to learning from both successes and setbacks. Most importantly, stay passionate about what you do. Your enthusiasm will drive your business forward and inspire those around you. Cheers to your journey!” she adds.
