Maharaja Drinks, a premium drinks venture founded in 2023 by a group of friends and British Indian aficionados, launched this week to offer a broad range of Indian-crafted blends of alcoholic and non-alcoholic beverages across the UK.
With a mission to find gems from the Indian drinks world by going straight to the source and then bringing them to Britain in their most authentic form, the specialist online retailer encourages organic certification, sustainable production methods and environmentally aware manufacturing, packaging and transport from its suppliers.
Ipe Jacob, British Indian co-founder of Maharaja Drinks, said: “Our mission is to shake up what UK drinks enthusiasts understand of both India and its rich array of crafted drinks.
“We know that ongoing premiumisation, rapidly rising quality standards, improvements to the regulatory frameworks and reduced tax burdens on alcohol businesses in India have all driven a rise in entrepreneurship and start-ups in the Indian domestic market, opening up doors for this new dynamic wave of disruptors in the UK beverage market.
“We know we have a ready-made audience of UK-born Indians who we will appeal to, but with new products and high-quality premium drinks including healthy drinks and lower alcohol, we think we will capture a broader Gen Z and millennial drinks consumer, who have been demonstrating their spirit of exploration and adventure for some time now.”
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India is the third-largest market for alcoholic beverages globally, with its annual domestic growth driving innovation and progressive new exports over the last five years.
Maharaja Drinks kicks off with a range of high-quality Indian wines, including unique blended tropical fruit wines and Kombucha, as well as Indian-made beers and spirits such as whisky, rum, gin and vodka. Besides, Maharaja Drinks also promises a range of some of the finest Indian teas, from earthy green teas to floral infused black tea, as well as coffees grown in Chikmagalur and roasted in Bangalore, Karnataka.
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Cyrus Todiwala, acclaimed Indian chef behind London’s Cafe Spice Namaste – which played host to the Maharaja launch this week, added: “Finally, a whole range of amazing Indian products are available in the UK. Maharaja Drinks has curated its impressive range with deep knowledge, real care and to such exacting standards that I genuinely feel they are offering the very best available.”
*Info: Maharaja Drinks