Being Bold & Staying True to Values

For Aprajita Vij, taking bold steps isn’t about grand gestures—it’s about the everyday choices that shape her journey. As the Brand Custodian of Patrón Tequila for Bacardi India, she has been on an exciting ride, navigating challenges, pushing boundaries, and embracing moments of inspiration. Her career is built on a simple yet powerful philosophy: Dare to break into new frontiers—a mindset that has fuelled her success.

Bold decisions are not always grand, singular moments—they happen every day in the choices we make, the risks we take, and the challenges we embrace. This is the philosophy that guides Aprajita Vij’s professional and personal life, and it is something that has stood her in good stead. Serving as the brand custodian for Patron Tequila in India, she plays a key role in expanding the brand’s presence across the country. With five years at Bacardi India, she has worked across multiple verticals, from marketing to public relations, shaping brand narratives and consumer engagement strategies.

Spirited Growth

Aprajita’s journey in the alcoholic beverages industry began with Breezer and readyto-drink (RTD) products, where her marketing initiatives helped cement Breezer’s appeal among Gen Z consumers. After nearly three years, she transitioned to leading public relations for Bacardi India, managing highimpact corporate campaigns and internal communications with the leadership team.

Before joining Bacardi, she honed her skills in event management at Jalsa, working closely with luxury designers across India. With a psychology degree from Gargi College, Delhi University, she brings a deep understanding of consumer behaviour to her work. Looking ahead, she remains committed to strengthening Patron’s position among the top five super premium brands in India while driving premiumisation within the category.

Being Bold

For Aprajita, being bold isn’t just about taking risks; it’s about staying true to her values while navigating the complexities of corporate and societal expectations that define her growth.

“Whether it’s standing by a creative idea, advocating for a new approach, or stepping into uncertainty, each decision shapes my journey,” she says. It’s this mindset that has empowered her to thrive in an industry that is evolving rapidly.

The alcoholic beverages industry has traditionally been male-dominated, but that is changing significantly. More women are stepping into leadership roles across marketing, finance, legal, innovation, production and advocacy—bringing fresh perspectives and making the industry more inclusive. Whether it’s crafting engaging brand experiences, driving sustainability efforts, or shaping new consumer trends, women are at the forefront of this transformation.

“At Bacardi, we are committed to fostering a culture where everyone, regardless of gender, has the space to contribute and grow. I am proud to be part of this shift and even prouder to be surrounded by incredible, powerful and driven women who continue to inspire and push boundaries every day.” In fact, Bacardi and its strategies for the women force brings out the best in her and Aprajita takes pride in the fact that her contributions are given due credit each time.

The Art of Balance

Working in the alcoholic beverages industry means working often beyond the traditional nineto-five, be it for brand activations, events, or collaborations. Aprajita has learned that work-life balance isn’t about strict hours; it’s about prioritising what matters most.

“At Bacardi, we embrace a flexible, people-first approach that enables employees to thrive both professionally and personally. Work-life balance isn’t about strict hours; it’s about making work meaningful and efficient while ensuring space for personal growth and downtime,” Aprajita states.

A balanced approach not only fuels creativity and stronger teams but also leads to a more fulfilling and rewarding career.

Moments of Victory

The most gratifying moment in Aprajita’s career was being chosen to lead the brand Patrón in India. “To begin with, I learned about the opportunity later than most and hadn’t considered applying— until my manager at that time, colleagues, friends, and family encouraged me and instilled the confidence, I hadn’t realised I possessed,” she says.

Patrón is undoubtedly one of the most dynamic and prestigious brand to be working on, and for Aprajita, the opportunity to shape its success in India are both an honour and a challenge she wholeheartedly embraces.

The impact of work in the case of Aprajita extends beyond business growth—it’s about creating opportunities, inspiring new perspectives, and shaping an industry where more voices are heard. “At Bacardi, we believe in fostering an environment where people can bring their authentic selves to work, take ownership of their ideas, and grow in their careers,” she says.

As a woman in the alcoholic beverages industry, she sees her role not just as a brand builder but also someone who can open the doors for others. Whether it’s mentoring young professionals, supporting women-led initiatives, or driving more inclusive storytelling in the campaigns, she believes in using her platform to inspire and empower.

Quick Shots

🌸 One word to describe your drive
Tenacious

🌸 An accomplishment you are most proud of
I recently had the incredible opportunity to travel to Mexico and visit the home of Patrón, witnessing first-hand the artistry behind its creation. It was a once-in-a-lifetime experience

🌸 A person who inspires you the most
My maternal grandmother

🌸 Your go-to mantra for tough days
Focusing on what I can control, letting go of what I can’t

🌸 If not in your current role, what would you be doing?
A career in fashion or jewellery industry

🌸 Legacy you want to leave behind
3 T’s that will always help you grow (pun intended) – Tales, Tacos and Tequila!

🌸 One drink that describes you
Definitely, Picante

🌸 Early bird or night owl
Sometimes an early bird, sometimes a night owl

🌸 Go-to power song
‘Girl on Fire’ by Alicia Keys

Next Horizon

Looking ahead, Aprajita is excited about driving more inclusive consumer experiences that challenge the traditional approach to brand engagement in the industry. Furthermore, she is even more thrilled to introduce new variants within the Patrón portfolio, further elevating the premiumisation wave that is reshaping consumer preferences in India.

Her journey is far from over, and if there’s one thing she’s certain of, it’s that taking bold steps will always lead to extraordinary places.