PEAKLIFE

By Abhya Adlakha

In the midst of India’s gin revolution, Greater Than made history in 2017 as the country’s first London Dry Gin, meticulously crafted by Nao Spirits’ visionary founders, Anand Virmani and Aparajita Ninan. The duo, frustrated by the absence of quality gin in a nation where the iconic Gin & Tonic was invented, set out to create a spirit that would challenge global standards.

What started as an ambitious experiment in a copper pot still soon became a defining moment in India’s craft gin scene. From its humble beginnings to becoming India’s leading craft gin, Greater Than’s journey mirrors the evolving tastes of the modern Indian consumer. Since its launch in 2017, the brand has grown steadily, even in a market now brimming with artisanal spirits.

At the forefront of this movement also stands Vaishnavi Mannava, the brand manager guiding Greater Than’s bold, unconventional journey. With a background that spans everything from the arts to the F&B industry, Vaishnavi’s eclectic experiences inform her approach to building a brand culture that goes beyond the bottle. Joining Greater Than in 2020, she’s brought her expertise in curating communities, blending India’s rich cultural narratives with the brand’s disruptive spirit. From managing the brand’s tone and partnerships to creating immersive experiences, Vaishnavi has become integral to Greater Than’s rise in the competitive Indian craft gin market.

In an exclusive interview with PEAKLIFE, Vaishnavi discusses Greater Than’s journey, the evolution of India’s craft gin scene, and the bold moves the brand is planning ahead.

How do you see the Indian craft spirits scene evolving in India?

Vaishnavi: India’s craft spirits scene has exploded since 2015, with over 30 craft gin brands now competing in the market—a massive leap from when we launched the country’s first. The Asia-Pacific gin market is growing at 9.5% CAGR, and India’s contributions are no longer niche. The demand for premium, locally sourced, and artisanal spirits is skyrocketing, with Indian distillers setting new benchmarks in innovation. It’s an exciting time as our industry shapes up to compete globally while introducing unique, India-inspired botanicals to the world!

In what ways has consumer perception of craft gin evolved in India, and how is Greater Than tapping into this shift?

Vaishnavi: Indian consumers have moved from exploring craft gin out of curiosity to embracing it as a go-to choice. They’re demanding authenticity, bold flavours, and local stories. Greater Than is at the heart of this shift—leading with India’s first craft gin, made with local botanicals, and winning over gin lovers nationwide!

With an influx of gin brands, how does Greater Than maintain its distinctiveness in a competitive market?

Vaishnavi: At Greater Than, we’ve always focused on fostering a community—from bartenders to retail, to the creative world of music, art, and design. It’s about empowering these spaces through activations, training, and collaborations, both online and offline. We’re the underdog supporting other underdogs, knowing that while we’ve crafted a great gin, it’s everyone who engages with it that truly makes it Greater. Growing with heart, while staying true to our roots, is what sets us apart.

Can you outline Greater Than Gin’s growth strategy for India over the next 3–5 years?

Vaishnavi: Our aim is to keep building awareness around locally made gins while scaling up to meet the rising demand. We’re focused on understanding what gin lovers want and using that to shape our next steps whether it’s through exciting collaborations or product innovation. By staying true to our craft and finding more meaningful partnerships, we’re ready to steer this ship with the winds behind us. It’s about catching the right momentum while staying connected to what made us unique from the start.