PEAKLIFE

By Vidhi Gupta

Baagh Gin is not just rich in flavors, but also in purpose and heritage. Distilled with care, it is a true reflection of India’s botanical wealth, celebrating both craftsmanship and sustainability. With locally sourced ingredients from Indian farmers, each purchase supports agrobiodiversity and rewilding efforts in Assam through Baagh’s partnership with The Balipara Foundation, contributing to a greener future.

In an exclusive interview with PEAKLIFE, Jatin Bobb, Founder of Baagh Gin, gives insights about the gin market in India and his journey with the brand.

What inspired the creation of Baagh Gin?

India’s gin scene was booming, but something was missing. Most of the new gins in the market felt like imitations of international brands—polished, juniper-heavy, and devoid of any real connection to India’s vibrant spirit. I kept thinking, Where’s the gin that screams India’s essence, one that could stand tall in the best bars across the world? That thought sparked the beginning of Baagh.

I wanted to create something different—something fresh. Baagh Gin was born from a desire to offer a modern, balanced gin with a zesty citrus finish that today’s consumers love. No more overpowering juniper; instead, a gin that is smooth, approachable, and refreshing.

Taste was only half the story, the design had to break away from tired clichés too. No elephants or peacocks, we envisioned a label that felt proudly Indian but without resorting to the usual kitsch. We wanted Baagh to carry an aesthetic that was bold, yet elegant—something that would look just as at home in an upscale bar in London as it would in Delhi.

But it didn’t stop there. It was crucial that Baagh had a deeper purpose. We didn’t want it to be just another bottle on the shelf. That’s why we partnered with The Balipara Foundation. Every bottle of Baagh sold contributes to rewilding and agrobiodiversity efforts in Assam, ensuring that our gin not only tastes great but also leaves a positive footprint in the world.

How do you see the Indian craft gin market developing?

The Indian craft gin market is undergoing a fascinating transformation. What started as a niche category is now becoming the drink of choice for a younger, more adventurous crowd. Indian consumers are seeking something unique—gins that tell a story, reflect local flavours, and celebrate India’s diverse botanicals.

What is driving this surge is a mix of curiosity and pride. Consumers are no longer satisfied with one-size-fits-all spirits. They want something unique, something that reflects India’s rich culture and diverse botanicals. As a result, we are seeing more homegrown brands that are breaking away from the old ‘international template’ of gin and offering flavours that truly speak to Indian palates—whether it’s the bright citrus of Nagpur oranges, the fragrant spices of the subcontinent, or even bold, innovative ingredients from India’s lesser-known regions.

However, the market faces a key challenge: pricing. Many brands are overpricing themselves, trying to position their products as ultra-premium in a heavily regulated alcohol market. In a country where taxes can drive up costs significantly, affordability is crucial. Some brands are stretching too far, and the risk is pricing themselves out of reach in a market where consumers, though willing to pay for quality, are still sensitive to value.

To succeed, brands need to strike a balance—offering authentic quality products without overextending on price. It’s not just about being craft or premium anymore; it’s about being accessible, sustainable, and truly connected to the evolving Indian palate. The brands that get this right will be the ones that define the future of the craft gin movement in India.

What’s your vision for Baagh in the global craft gin market?

Baagh is here to shake things up. We want to stand tall among the historical big boys while offering something truly fresh—a gin that is proudly Indian yet universally appealing. Our goal is to be wherever the modern consumer is looking for new experiences, whether that is in a buzzing bar in New York or a chic lounge in London.

Baagh is a reflection of India’s soft power—local flavours, sustainable roots, and a story that resonates globally. We are not here to just be another gin on the shelf; we are here to make a statement, to show the world that Indian craft spirits belong on the global stage.

How does Baagh Gin stand out in a crowded market?

In a sea of new gin brands, Baagh stands out by being unapologetically Indian and refreshingly modern. It starts with our distinct flavour—zesty Nagpur orange, crisp lime, and subtle spices, offering a smooth, citrus-forward gin that today’s consumers love.

Our bottle isn’t just another squat, generic gin bottle. It’s distinctive, with a label that is a piece of art by Vikas Soni, reflecting India’s heritage without the usual clichés. We have priced Baagh in a way to give new gin drinkers a real opportunity to try something exceptional without breaking the bank.

Also, our partnership with The Balipara Foundation supporting rewilding and agrobiodiversity contributes to a sustainable environment. Baagh isn’t just about being a great gin—it’s a brand with a purpose. Authentic, beautifully crafted, and accessible therefore Baagh stands tall in a crowded market.

How has consumer perception of craft gin evolved in India?

Craft gin in India has evolved from a niche curiosity to a must-try for modern drinkers. Consumers are no longer satisfied with mass-produced options—they are looking for authenticity, unique flavours, and a story behind the brand. But there is also a realization that craft doesn’t mean it has to be expensive. It is about quality and care, not just price.

Craft needs to resonate across all aspects— from the liquid inside to the bottle design, label, and purpose. Indian consumers are more aware that a true craft gin tells a story, offers an experience, and connects to something bigger than just the drink itself. And that’s what makes craft gin so exciting in today’s market.