INSIDE INDIA’S GIN RENAISSANCE – SAMSARA GIN & IT’S JOURNEY. BY ADITYA AGGARWAL
SAMSARA CONTEMPORARY INDIAN GIN New World Experiments THE CITY OF PINK GIN’S JOURNEY IN INDIA: TURBULENT RISE, STEADY FOOTING Malay Kumar Rout Founder, Spaceman Spirits Lab When I look back to the early days of SAMSĀRA, our ambition was simple, create a gin that speaks of place, that reflects the soil, the stories, the botanicals around us. But the path hasn’t always been smooth. The story of gin in India is a fascinating tale of aspiration, disruption, retreat and resilience. As we unveil the 50th issue of 0 KM at ProWine Mumbai, I want to share my reflections, its ups and downs and how I believe gin is finding a steady foothold in India. The Early Sparks: Imported Prestige, Limited ReachGin has long occupied a niche role in India. In earlier decades, it was largely an imported spirit – British brands, Dutch brands, a touch of colonial legacy that appealed to a small set of connoisseurs and expatriates. It was exotic, aspirational, but distant. Lack of drinking education, underdeveloped cocktail culture, limited distribution and low consumer familiarity all kept gin a fringe category.Even when cocktails began gaining popularity in Indian metros, gin tended to be overshadowed by vodka and rum. The classic gin & tonic, so emblematic in other markets, was often restricted to premium hotels or foreign tourists. Many Indian consumers either didn’t know what gin was or assumed it to be a niche European oddity. The First Surge: Premiumisation & Cocktail CultureThe turning point arrived in the late 2010s, when urban Indian consumers – millennials, globally exposed, socially adventurous, started exploring beyond safe spirits. Cocktail bars sprouted in Mumbai, Delhi, Bangalore and cities began to host mixology festivals, gin dinners, masterclasses. Suddenly gin was the canvas on which bartenders could paint flavours, botanicals, local ingredients, fusions.This wave of curiosity helped premium-and-above gin volumes in India grew by 8% in the 2010s, with expectations of sustained growth over the coming decades. Fast forward to 2025, the broader Indian gin market is now projected to reach USD 1.8 billion by 2030. Even more conservative projections see the market expanding steadily through the 2030s.Craft gin distilleries have played a defining role in this growth. They differentiated by tying their spirits to Indian identity, infusing local botanicals, telling stories of terrain, seasons and indigenous herbs. Brands like Greater Than, Hapusa, Stranger & Sons and Jaisalmer began to break through, earning awards in international spirits contests. The allure of “local but premium” resonated deeply with consumers seeking more than a formulaic drink.The Headwinds: Costs, Regulation, Consumer EducationThe overall journey hasn’t been smooth. Whenever growth accelerates, structural barriers push back.– High input and regulatory costs Gin, more than many spirits, depends on botanical diversity, quality control and thoughtful distilling. But input costs, imported juniper, exotic botanical extracts and premium glass bottles, face steep import duties and shipping overheads. Overheads such as labelling, packaging, logistics, excise and state-level taxes eat into already slim margins. Some states levy astronomical markups or restrict distribution channels, limiting scale.– Regulatory and distribution challenges India’s regulatory environment is fragmented. Liquor is a state subject; every state enacts its own rules on licensing, advertising, transport, retailing and taxation. For a gin producer, expanding across states means navigating a maze of permits, approvals and local politics. Advertising restrictions further constrain consumer outreach; the spirit industry can’t promote itself in conventional ways. In many states, direct-to-consumer shipping is disallowed, limiting reach.– Consumer education & inertia Gin still remains unfamiliar to large swathes of India’s drinking population. Many consumers default to whisky or rum. Even when they try gin, they are unsure how to drink it -neat, tonic, cocktail? This means brands must invest heavily in education, sampling, bartender training, events and collaborations. The cost of awareness is high and many brands burn cash before traction.– Global softness & changing trends Interestingly, while India’s gin story has momentum, globally the gin category has seen some contraction. In markets like the UK and Spain, premium gin sales have cooled and some consumers are gravitating toward other categories or flavoured spirits. This global headwind can dictate import strategies, pricing pressures and investor sentiment. The Resilience: Why Gin Endures in IndiaDespite turbulence, gin has shown a remarkable ability to adapt and evolve in India. Here’s why I believe it continues to survive and even thrive.1. The “canvas” quality of ginGin is a versatile spirit. It’s not fixed to one flavour, one terroir, one style. It allows experimentation. In India, distillers have leveraged this flexibility to incorporate native botanicals – Himalayan juniper, Nagpur orange peel, ashwagandha, local citrus and spices to create identity. These innovations make gin feel Indian, not imported.2. The cocktail wave is still young Indian cocktail culture is nascent compared to mature markets. Many cities still lack enough quality cocktail bars; many drinkers are yet to explore beyond the basic. This leaves significant headroom for gin to grow as a chosen spirit for mixology. Bars and consumers discovering gin now tend to stay, building loyalty.3. Premiumization & “drink better, not more” Indian consumers, especially in the urban class, are shifting consumption patterns. Instead of chasing quantity, many prefer quality. They are willing to pay more for authenticity, craftsmanship and story. Gin fits beautifully into that framing – an artisanal, botanical-rich spirit. That helps it avoid direct competition with bulk spirits and commoditized categories 4. Strategic partnerships & consolidation Larger spirits houses are recognising gin’s potential. In 2025, Diageo’s Indian arm acquired NAO Spirits, the maker of Greater Than and Hapusa, to expand its premium portfolio. Further, Tilaknagar Industries acquired a 20% stake in Spaceman Spirits Lab, the makers of SAMSĀRA Gin. Such moves bring capital, distribution muscle and legitimacy to craft gin brands. They also signal to investors and the ecosystem that gin is not a fad.5. Normalization Through Familiarity Every restaurant that offers a gin cocktail, every bar that introduces gin flights, every consumer who tastes it adds momentum. Over time, “gin for special occasions” is shifting toward “gin for everyday exploration.” That
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