Crafting Success: The Whiskey Startup by Shivam Ginglani that’s Disrupting India’s Spirits Market

In a surprising yet strategic twist, founders from diverse backgrounds, including farm-fresh milk, yogurt, tea, and the beverage industry, have come together to invest in a whiskey startup, signaling a unique entrepreneurial collaboration. Ginglani Distillers, creators of the Black Bow whiskey brand, attracted close to a million dollars in a pre-Series A funding round, led by a remarkable lineup of angel investors.

Investors like Rohan Mirchandani (founder of Epigamia yogurt brand), Nitin Kaushal and Chakradhar Gade (founders of Country Delight), Bala Sarda (founder of Vahdam Teas), Atul Singh (former Apac chairman of Coca-Cola), and Ameesha and Ayesha Mansukhani (members of the Onida Family) are all enthusiastic backers of Shivam Ginglani’s whiskey venture, Black Bow. The brand made its debut in the Delhi market in February 2020, just before the global lockdown went into effect.

Disrupting the Whiskey Landscape:

India holds the prestigious title of being the world’s largest consumer of whiskey, consuming approximately three times more whiskey than the United States. The enormous potential in the Indian whiskey market is evident, making it a lucrative playing field for entrepreneurs and established brands alike. However, Shivam Ginglani believes there is room for disruption. He notes that the market has long been dominated by legacy brands, many of which emerged in the ’90s and early 2000s, such as Royal Stag and Blenders Pride. Over time, consumers have experienced what Ginglani calls “massive brand fatigue,” resulting in a dwindling interest in whiskey among younger drinkers.

A YouGov survey conducted in March provides valuable insights. Only 16 percent of urban Indians regard whiskey as their favorite alcoholic beverage. In terms of popularity, beer and wine have overshadowed whiskey, with 56 percent and 55 percent of respondents having tried them, respectively. Whiskey, on the other hand, retains its appeal among male consumers, especially those belonging to Generation X. Nevertheless, 56 percent of whiskey enthusiasts are open to trying other options.

Enter Black Bow, India’s first Himalayan Whiskey, which is specifically targeting the 56 percent of whiskey drinkers open to exploration. Black Bow boasts the use of Himalayan water and five-year-old malts, a blend that’s been well-received. The brand reported sales of 9,834 cases in one month, and it has rapidly gained momentum since. Sales have picked up significantly, with Black Bow experiencing a tenfold increase in sales within eight months, from October to June. The brand, which started with revenues of Rs 20 lakh in October, closed June with Rs 2 crore. It is on a mission to expand into Chandigarh and Punjab by the end of the year and subsequently enter markets in Mumbai, Bengaluru, and Hyderabad in 2023.

Black Bow aims to offer a high-quality, Indian homegrown alternative in a whiskey market primarily dominated by super-premium, premium, and semi-premium brands. While beer and gin have undergone significant transformations in recent years, whiskey has remained relatively unchanged. Black Bow seeks to address this by capturing the imagination of young consumers open to new brands and flavors.

Marketing and branding experts believe there is indeed room for new players in the whiskey industry. As craft beer and gin have seen a revolution in the last few years, the same opportunity exists for whiskey. Young consumers are increasingly open to exploring new brands and tasting new flavors. However, entering the whiskey market presents unique challenges. Developing a taste and loyalty for whiskey takes time, and whiskey is a competitive market where established players wield substantial financial and trade advantages. Facing such competition requires tenacity and deep pockets. Shivam Ginglani remains undeterred, playing a long game in this market. The name “Black Bow” is inspired by Hollywood actor Tom Hanks, known for his humility despite his stardom. The brand doesn’t seek to mimic established names but aims to set its own mark. Starting as an underdog, Black Bow aspires to take on the industry’s top dogs and make a significant impact.

In Conclusion, Shivam Ginglani’s Black Bow is not just another whiskey brand but a promising disruptor in India’s spirits market. With a unique approach, high-quality product, and a focus on a demographic open to change, it is poised to carve a niche for itself and challenge the traditional players. The whiskey revolution may be on the horizon, and Black Bow is ready to lead the way.