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Indian vodka market shifts towards premium products
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Wednesday, 07 October, 2026, 08 : 00 AM [IST]
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Anurag More, Mumbai
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Indian vodka market is witnessing a shift in consumer preferences, with drinkers increasingly seeking premium products that offer quality, character and a distinctive brand story, according to Badal Moradia, CEO, TIGERFIRE Vodka.
Moradia said the Indian vodka consumer has become more discerning, moving beyond products selected primarily for price or alcohol content. Consumers are increasingly looking for smoother spirits with distinctive taste profiles and a stronger connection with the brand.
“People don’t want vodka that burns going down and back up. They don’t want a completely characterless drink. They want something with a story, something with real character,” said Moradia.
He noted that flavoured vodka is also gaining momentum as consumers explore spirits that offer greater taste variety and drinking experiences. At the same time, premiumisation is driving interest in cleaner and smoother vodka.
According to Moradia, TIGERFIRE focuses on high-quality raw materials, filtration and micro-oxygenation to develop a smooth vodka while retaining its natural character. The brand does not use additives, with its flavour profile derived from the distillation process.
Indian alcohol market, however, remains structurally complex due to variations in excise regulations, taxation, pricing, distribution and retail frameworks across states. Moradia said TIGERFIRE has therefore adopted a calibrated market-entry strategy, initially focusing on markets including Maharashtra, Goa, Hyderabad and NCR, with Gurugram strengthening its presence in the National Capital Region.
He added that the brand is prioritising market depth and distribution strength rather than pursuing rapid expansion. Premium retail and on-trade channels remain central to its strategy, particularly as India’s cocktail and mixology culture develops.
Moradia said competition in the premium spirits market is increasingly extending beyond individual categories. Consumers are choosing between vodka, gin, tequila, rum and whisky based on occasions and moods rather than remaining loyal to a single spirit category.
“The world opens up, and it means that brands have to work harder to provide a real reason to be poured,” he said. Packaging is another key element of TIGERFIRE’s positioning. Moradia said the brand’s bottle took two years to develop, featuring a tiger-eye motif inspired by Sanjay Dutt’s eyes and hand-applied filigree influenced by Indian craftsmanship. The packaging is designed to strengthen shelf presence and back-bar visibility while communicating the brand’s premium positioning.
The company is also leveraging India’s growing cocktail culture through its on-trade strategy. Moradia said bartenders and mixologists are important influencers for the brand, helping consumers experience the vodka through different serves, including Blanche Noir, Peak Euphoria and Something Spicy.
Looking ahead, TIGERFIRE plans to expand its footprint selectively across India. The company is working towards entering Telangana, Delhi and Punjab, followed by additional national markets and select international territories, including duty-free channels.
Moradia said the company’s immediate focus is on strengthening distribution, premium retail and on-trade presence in existing markets while building sustainable market depth. Rather than targeting a single sales milestone, TIGERFIRE is prioritising availability, visibility, trade relationships and consumer trial.
The brand’s longer-term ambition is to establish TIGERFIRE as a globally recognised vodka originating from India. Moradia said the company spent four years working with master distillers in France to refine the liquid and aims to build recognition around its quality, character and brand story beyond its celebrity associations.
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