Unfortunately, Desi sometimes is used to describe something unsophisticated. Of all the Desi products, perhaps the one that most contributed to the word's negative connotations is Desi Daaru (moonshine). Desi Daaru is a high-proof liquor, typically locally made and distributed, often legally, but also illegally. Due to contamination and adulteration, it became notorious for health risks. The illegal, unhygienic conditions under which it was made turned it into the "bad boy" of the alcohol industry. It lingered in this dark space, far from science, hygiene, and innovation for a long time.
Consider the case of Scottish whisky—beautifully articulated region-based categories like Lowland and Highland Scotch, each reflecting the terroir, distillation process, and distinct flavor profiles. Globally, iconic national liquors such as Russian Vodka, Japanese Sake, Mexican Tequila, and American Bourbon are cultural emblems, representing a harmony between local grains, traditional techniques, and global popularity.
In recent years, India has created some incredible liquor brands. Amrut, Paul John, Bira, Kamet, Indri, and Rampur are just a few examples. At duty-free shops, it’s a proud moment to see Rampur priced higher than the Walkers and Daniels.
India, being the largest producer of millets, holds an untapped opportunity to create a signature spirit based on this indigenous grain. Millets are gluten-free, low in calories, and have a distinct flavor profile, making them ideal for a uniquely Indian alcoholic beverage.
While millet-based alco-bevs have existed locally for centuries, large-scale corporate efforts in this space could revolutionize the Indian liquor market, allowing us to share India’s “spirit” with the world. The potential for global Indian liquor brands is enormous, but it requires investment in R&D, design-led brand creation, and most importantly, national pride in our heritage.
It’s time for us to imagine a future where Desi spirits become a luxury experience, gracing high-end stores on global high streets.
And the next time you raise a glass,
say Thoko instead of Cheers!
I See Desi.
I See Design.
Great- love all of your articles.