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Malai kulfi to jaggery: Indian liquor firms infuse heritage into spirits
Mint Mumbai
|November 11, 2024
India's alcohol business is getting a flavourful makeover as local distillers infuse their spirits with a rich mix of regional ingredients.
Imagine sipping on basmati rice or malai kulfi vodka, jaggery-spiced rum, or whisky blended with ayurvedic botanicals like rasna root and the herbaceous and endangered plant species jatamansi.
New-age brands are celebrating Indian heritage in every pour. Brands like Goa's Fullarton Distilleries and Bengaluru-based Salud Beverages are breaking new ground with unconventional products and packaging.
"For long, Indian spirit brands have been producing IMFL (Indian-made foreign liquor) but only now is the 'I' in IMFL—the truly 'Indian' aspect of the term—coming alive," said Vikram Achanta, co-founder and chief executive of Tulleeho, a beverage consulting firm.
"Representing the Indian-ness in spirits by infusing bits of culture and nuance from the country into the liquids is strong. Brands are adding new dimensions to the term 'Indian-made', bringing out a sense of innovation within this 'I'."
This story is from the November 11, 2024 edition of Mint Mumbai.
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