Luxebook June 2022

G in might not have been the most popular drink, but over the past few years, it has secured its place as a popular favourite in Indian markets. While new distilleries and homegrown gin brands have played a significant role, an annual gin festival has also played a sincere part. Founded in 2018 by Anjali Batra, co-founder of Food Talk India, and Shuchir Suri, Founder of Jade Forest, the festival has promoted the culture of drinking gin by promoting both western and homegrown gins in India, whilst providing a platform for consumers to explore the drink the right way. In an insightful conversation with LuxeBook , Batra and Suri talked about the resurgence of gin in India, the rise of homegrown brands as well as factors that both affected and encouraged the drink in recent times. A known fact is that gin hasn’t had the best reputation, not just in India but around the world as well. In addition to being a drink with a reputation that its for the elders, it was also considered an afternoon drink, a light tipple meant to cool and refresh the drinker. And so, referencing gin as a serious spirit was a difficult task. However, conversations about the spirit in recent times have helped give gin a spot in the limelight, thanks to gin brands getting innovative with the drink. “There has been a rise in the conversation and innovation around the spirit in recent times,” says Batra. “Each Gin brand carries their own soul and personality, and this is allowing people to bring gin to their roster and play with the spirit in so many different ways.” Gin Explorers’ Club Founders Anjali Batra and Shuchir Suri spill the beans on India’s gin movement BY SCHENELLE DSOUZA Where is India’s gin moment headed? FUTURE F OCUS 30| L U X E B O O K | J U N E 2 0 2 2 J U N E 2 0 2 2 | L U X E B O O K | 31