Maharaja Drinks is on a mission to redefine global perceptions of Indian beverages, offering a curated selection of high-quality, ethically produced drinks from India. In an interview with the Drinks Merchants, co-founder Ipe Jacob reveals how his company is changing the way the world views India’s craft drinks. From championing sustainable practices to fostering a deep connection between consumers and the artisans behind the drinks, Maharaja Drinks is not just a merchant; it's a movement. In this article, you'll discover how the Oxford-based establishment is tackling challenges, navigating trends, and creating a lasting impact in the UK drinks industry and beyond.

Here are the edited excerpts from the interview.

What inspired you to start Maharaja Drinks?

A group of us, originally from India and with global experience, found ourselves frustrated by the lack of recognition for India's world-class drinks in the West. Despite the country's remarkable advancements in beverage production, many still overlook the diversity and quality of Indian drinks. We decided to change that perception and introduce these exceptional beverages to the UK market. Our mission is to showcase the rich, varied flavours of India, starting here in the UK and beyond.

How does Maharaja Drinks aim to change global perceptions of Indian beverages?

Our mission at Maharaja Drinks is to revolutionise the global perception of Indian beverages. Our goal is to highlight the incredible diversity and quality of India’s craft drinks by sourcing the finest gems from across the country and delivering them directly to our customers. We aim to showcase the dynamic, experiential, and flavourful nature of the Indian drink scene—proving that Indian beverages are not only unique but also worthy of global recognition. We believe our carefully curated categories exemplify just how vibrant and exciting this industry is.

Could you elaborate on your mission to prioritise ethical and sustainable production?

Our commitment to ethical and sustainable production is at the core of what we do. We prioritise organic certification and collaborate with suppliers committed to reducing their environmental impact. These partners continuously evolve their production methods to ensure sustainability is at the forefront of their operations. Additionally, we take great care to minimise our own carbon footprint, ranging from optimising transport to choosing eco-friendly packaging solutions. This holistic approach ensures that every step of our process contributes to a more sustainable future.

Image: A selection of spirits sold at Maharaja Drinks

What criteria do you use to select the drinks in your portfolio?

In 2023, Adam Jacob (Co Founder and Director of Maharaja Drinks) and I embarked on a journey across India to find the finest craft drinks, and our goal was clear: to partner with suppliers who share our values and philosophy. We carefully selected those who take pride in producing exceptional beverages while considering their environmental impact, the welfare of their workers, and the sustainability of the planet. Our ongoing search for new suppliers is driven by a commitment to offering drinks that not only taste excellent but also align with our ethical standards.

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Can you explain the inspiration behind the "Rule of One" and how it impacts your business practices?

Maharaja Drinks uses the "Rule of One" as a guiding principle to support and champion the people who are central to our business. We donate 1% of all sales to charities that benefit the workers involved with our producers and suppliers in India. Additionally, we share 1% of our sales value equally among our staff, acknowledging their contributions to our success. As a way to give back to our customers, we also offer 1 free unit for every 100 units purchased, enhancing the value for those who support us. This approach allows us to make a tangible, positive impact, both within our business and the communities that help bring our products to life.

How have customers and suppliers responded to this initiative?

The response to our Rule of One has been incredibly positive. Many of our customers have highlighted it as one of the key aspects they appreciate about our brand, as reflected in their feedback on our website. Our suppliers, who share our values and ethos, have also shown strong support for the initiative. It’s gratifying to see that this simple yet meaningful practice resonates so well with both our customers and partners.

Image: Maharaja Drinks

What trends have you noticed in the international market regarding Indian-crafted drinks?

The international market for Indian-crafted drinks is experiencing significant growth. Several factors are driving this, including the ongoing trend of premiumization, steadily rising quality standards, improvements in regulatory frameworks, and reduced tax burdens on alcohol businesses in India. These developments have spurred a wave of entrepreneurship and innovation within the Indian domestic market, paving the way for a new generation of dynamic Indian disruptors. This wave is now reaching the UK, where the demand for authentic, high-quality Indian drinks is steadily increasing.

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How do you ensure that Indian drinks resonate with consumers worldwide while maintaining authenticity?

We acknowledge that our core audience includes UK-born Indians, but our goal extends beyond this group. By offering high-quality, premium drinks—ranging from healthy options to lower-alcohol choices—we’re aiming to capture the attention of Gen Z and Millennial consumers. These generations have demonstrated a strong sense of exploration and adventure, making them more open to trying new, authentic products. Trust is a crucial factor for today’s consumers, and we understand the importance of transparency. To build that trust, we focus on sharing the compelling stories behind our suppliers on the Maharaja Drinks website, helping customers connect with the authenticity of our offerings.

What were the biggest challenges in establishing Maharaja Drinks in London, and what advice would you give to aspiring entrepreneurs in the drinks industry?

The drinks industry is constantly evolving, with challenges such as shifting consumer behaviour and rising costs. As a brand, we’ve had to remain flexible and adapt to these changes. Despite being relatively new to the market, our unique offering has helped us stand out and make our mark against competitors. For aspiring entrepreneurs in the drinks industry, my advice would be simple: find a niche, and then focus on winning market share in that niche. Identifying a specific target and honing in on it can help you build a solid foundation and differentiate yourself in a crowded market.

Are there any future plans for expanding your portfolio or geographic reach?

Our portfolio is always evolving as we uncover new brands and products that align with our vision and as new suppliers come across our path. In the short term, our focus is on solidifying our business model in the UK. Once we’ve established that foundation, we plan to expand into other territories we’ve identified as key opportunities.

Image: Beverages from Indian brands

How do you connect consumers with the stories of the Indian artisans behind the drinks?

We actively highlight the stories of our suppliers through our marketing platform, brand messaging, and social media channels. By showcasing the artisans behind the drinks, we ensure that consumers can connect with the rich history and craftsmanship of the products they’re enjoying.

What role does the Drinks Darbar membership play in building a community around your brand? 

The Drinks Darbar is crucial in fostering a sense of community around our brand. The membership program is designed not only for passionate drinks enthusiasts but also for those eager to explore and deepen their understanding of the Indian drinks scene. Through the Drinks Darbar, members can expand their palates with intimate events, exclusive tasting sessions, and meet-and-greets with our suppliers. Additionally, members enjoy perks like free shipping on all orders, enhancing their experience with Maharaja Drinks.

Header image by Maharja Drinks

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