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Home-grown craft gins gain ground in India
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Saturday, 03 October, 2026, 08 : 00 AM [IST]
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Anurag More, Mumbai
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India’s gin market is witnessing a shift towards home-grown craft brands, with consumers showing growing interest in provenance, Indian botanicals and premium drinking experiences, according to Sanya V. Jain, Co-Founder, Mohulo Gin.
Jain said the Indian gin category has evolved from its earlier colonial association into a more expressive and culturally rooted segment. Home-grown brands are increasingly drawing on Indian botanicals, regional narratives and contemporary craftsmanship rather than 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, adding that the trend has created space for Mohulo to position itself as an Indian sipping gin.
According to Jain, authenticity, provenance and a clear brand point of view are among the key factors shaping demand for premium and craft gin. Consumers are showing greater willingness to explore smaller-batch spirits with distinctive stories of place and production. The versatility of gin, including its ability to be consumed neat or used in cocktails, is also supporting category growth.
The growing cocktail culture in India, along with the popularity of gin and tonic serves, has further contributed to the category’s development. Jain noted that bars and restaurants are introducing consumers to more complex serves while raising expectations around quality. Fine-dining establishments and specialised drinking venues are also contributing to the growing interest in premium and sipping gins.
However, the category continues to face challenges arising from India’s fragmented regulatory environment. Jain highlighted state-wise differences in taxation, licensing and distribution, along with high duties and fragmented routes to market, as key hurdles for craft gin brands. Building consumer awareness while maintaining quality and pricing integrity also remains important.
Jain emphasised the role of bartenders, mixologists, restaurants, bars and hotels in driving trial and awareness. She said these partners act as important storytellers for premium spirits and provide consumers with opportunities to experience the product.
For Mohulo, innovation is focused on maintaining a distinctive identity rather than introducing products solely for novelty. The brand’s gin is built around Mahua flower and 12 botanicals, with traditional copper pot distillation and botanical layering forming the production foundation. Indian ingredients including Mahua, basmati rice, cardamom, bay leaf and honey are central to its flavour and brand proposition.
Jain said Mohulo has received encouraging responses from metropolitan markets, particularly Mumbai, Delhi NCR, Bengaluru and Goa, where established on-trade cultures have supported early traction.
Premiumisation and experiential drinking are central to the company’s expansion strategy. Rather than pursuing volume-led growth, Mohulo is focusing on controlled distribution, premium markets and meaningful consumer experiences. The company also plans to strengthen relationships with the on-trade while evaluating selective portfolio extensions and limited editions.
Digital platforms and social media are being used to educate consumers about botanicals, provenance and the cultural context of Mahua, while in-person tasting experiences remain an important part of the brand’s engagement strategy.
Looking ahead, Jain expects India’s premium gin market to benefit from rising consumer sophistication, premiumisation and the growth of experiential drinking occasions. She said the opportunity for craft gin brands lies in creating spirits that reflect Indian identity while maintaining quality and refinement.
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