‘Indian alcohol market expected to grow steadily; excise framework instils strategic discipline:’ Himmaleh Spirits

NEW DELHI: In India, the wider spirits market remains dominated by brown spirits, whisky alone accounts for around 67 % of total spirits, but gin has become one of the fastest-growing segments as premiumisation accelerates and urban consumers embrace cocktail culture. Bullish on India’s growing alcohol market, the co-founders of Himmaleh Spirits — Samarth Prasad and Ansh Khanna — say India’s craft spirits are projected to grow at over 22% CAGR in coming years. Excerpts.Ques. You entered the alcohol business at a time when India’s craft spirits category was at a nascent stage. What drove that decision?Ans. Yes, when we began, India’s craft spirits movement was still in its formative years, yet the direction of consumer behaviour was already clear. The category, estimated at roughly $2.66 billion in 2024 and projected to grow at over 22% CAGR, indicating a shift towards premium, provenance-led choices.Our decision was driven less by market timing and more by geography. Uttarakhand offered extraordinary natural advantages, pristine Himalayan water, rich biodiversity, and a distinctive agricultural ecosystem that had rarely been expressed through Indian spirits. The market then was largely volume-led, with limited emphasis on provenance or production process. We saw an opportunity to create a brand rooted in place, where authenticity and origin would define the liquid rather than marketing narratives. Entering early allowed us to build patiently, invest in quality, and shape a philosophy that prioritised craftsmanship over category trends.Ques. You’ve built a farm-to-bottle, traceable, and terroir-driven distillery in Uttarakhand. How challenging was it to set up a greenfield project at this scale while maintaining environmental standards?Ans. Building a greenfield distillery in the Himalayas meant balancing logistical challenges with strong environmental and community commitments. Uttarakhand’s pristine water, diverse botanicals, and farming networks offered an ideal terroir, but limited infrastructure required us to design from scratch with sustainability in mind. Across each stage, from sourcing botanicals for our gin and other craft spirits to distillation and bottling, we embed traceability and responsible practices. We work closely with local farmers, prioritise traceable sourcing, and follow environmentally conscious production practices. As India’s spirits landscape evolves toward premiumisation and artisanal products, consumers increasingly value stories of origin tied to sustainable production. This ethos not only differentiates our portfolio but reinforces authenticity that resonates with both domestic and global audiences.Ques. Why did you choose to begin with gin and a coffee liqueur?Ans. Gin was an intentional starting point, as it is uniquely expressive of terroir, and the Himalayan botanicals paired with crystal-clean water deliver a distinctive flavour profile. In India, the wider spirits market remains dominated by brown spirits, whisky alone accounts for around 67 % of total spirits, but gin has become one of the fastest-growing segments as premiumisation accelerates and urban consumers embrace cocktail culture. Jin Jiji and Bandarful allowed us to highlight both region and ingredient quality.Ques: India’s excise laws are complex and restrictive. How have regulations influenced your growth, and what is your long-term vision for building a “Made in India, Made for the World” spirits brand?ANS. India excise framework can slow expansion, but it has also instilled strategic discipline. Compared with overall alcoholic beverages growth, the Indian market was valued at more than $145B in 2024 and expected to grow steadily, craft and premium segments are outpacing traditional categories as consumers trade up for quality. Navigating regulation has encouraged us to build robust compliance systems and long-term planning rather than chase rapid scale.Our vision is to help redefine how Indian spirits are perceived internationally, by championing quality, provenance, and craftsmanship. Whether through our gin, coffee liqueur or whisky, we aim to create offerings that stand shoulder to shoulder with the best in the world. While policy evolution would benefit the wider craft ecosystem, our focus remains on thoughtful growth, quality-first innovation, and elevating India’s narrative on the global spirits stage.