Gin inspired by India’s soil and soul

The concept of incorporating kinnows into OreGin was born out of a desire to craft a spirit that is deeply connected to India’s soil and traditions. Kinnow, a resilient citrus fruit native to Punjab, inspired the founders of Punjab Agri Export Corporation Limited to create a premium gin product due to its vibrant aroma, zest and the less-tapped potential it held for the spirits industry. As CEO Ranbir Singh explains, OreGin has now come to be known for its unique and distinctive flavour and botanical characteristics 

It’s the vision that decides the path of the journey. In the case of Punjab Agri Export Corporation Limited, the journey began with the vision of creating a product that not only celebrates India’s rich agricultural heritage but also sets a benchmark in quality.

Manpreet Singh, a passionate distiller from team OreGin, embarked on an exploration to craft a unique flavour that would redefine the standards of gin. Simultaneously, Punjab Agro, a government undertaking, was exploring innovative solutions to enhance the kinnow value chain, focusing on utilising smaller kinnows that were unsuitable for the table. This synergy, combined with the expertise of master distiller Regan Henriques from Rhea Distilleries, ensures that OreGin stands as a testament to excellence and artisanal craftsmanship. 

The company’s manufacturing facility, located in Goa, is equipped with handcrafted copper stills, ensuring a meticulous production process that respects traditional techniques while embracing modern quality standards. The facility has the capacity to produce approximately 70,000 litres of OreGin annually, and its current sales span across the domestic markets of Goa and Haryana.

Alongside kinnow, OreGin which is priced at Rs 1,650 in Goa, incorporates botanicals such as fresh coriander and juniper, each selected to enhance the citrusy essence while adding depth and complexity.

One of the biggest challenges was achieving consistency in flavour and quality, given the natural variations in kinnow due to seasonal and climatic changes.

Balancing the bold citrus notes with the earthy tones of juniper and other botanicals required extensive experimentation, but the result is a gin that is as harmonious as it is distinctive.

Putting Kinnows to good use

The perishable nature of kinnow presented a challenge that was addressed through an innovative supply chain solution in collaboration with Punjab Agro. During the peak harvest season in December, surplus and undersized kinnows are processed into high-quality concentrate at Punjab Agro’s facility. Equipped with state-of-the-art Italian machinery, the facility ensures superior processing efficiency and exceptional quality standards.

This concentrate preserves the essence of the fruit and serves as the foundation for OreGin’s production throughout the year.

By sourcing and processing kinnow directly from Punjab’s farming communities, the company not only ensures a consistent supply but also contributes to reducing food waste. This model creates a sustainable value chain, providing farmers with fair compensation for produce that would otherwise go unused while enabling OreGin to maintain its premium quality year-round.

The USPs

Kinnow brings an unparalleled freshness and vibrancy to OreGin, with its zesty citrus aroma and slightly sweet undertones. The fruit’s essential oils from the peel impart a clean and crisp character, while its juice adds a subtle complexity that balances perfectly with the botanicals. This unique flavour profile allows OreGin to stand out, making it versatile for both sipping neat and crafting cocktails.

Bartenders and mixologists have embraced OreGin for its ability to elevate their creations. Its bold yet refined notes allow it to shine in classic gin cocktails such as martinis, and gin and tonics, while also serving as a creative base for modern, experimental drinks. Many have noted its ability to pair seamlessly with a wide range of ingredients, making it a favourite in upscale cocktail menus.

Spreading the Spirit

The immediate focus is on solidifying OreGin’s position as a leader in India’s premium gin market, while also expanding its footprint internationally. The company has introduced OreGin in Goa and Haryana and now aims to introduce it in Punjab and Delhi markets over the next few years, targeting regions where the demand for craft and premium spirits is on the rise. “In terms of portfolio expansion, we are exploring the possibility of crafting other artisanal spirits,” CEO Ranbir Singh says.

This will include flavoured gins and perhaps even a limitededition line inspired by India’s diverse botanicals. Each product will adhere to the brand’s core principles of authenticity, sustainability and craftsmanship, ensuring they resonate with the same discerning audience that appreciates OreGin. The driving factor is that India is witnessing a remarkable shift in its spirits landscape, with consumers showing a growing appreciation for craft spirits and premium products.

“This trend is fuelled by a younger, urban demographic that values authenticity, innovation and quality. Gin, with its versatility and rich history, is perfectly positioned to lead this transformation. We foresee a future where gin becomes the centrepiece of India’s burgeoning craft spirits industry, with brands like OreGin setting the standard for quality and creativity,” Ranbir elaborates.

The Right Marketing Strategy

As the mixology culture continues to grow and consumers seek unique experiences, there will be an increasing demand for gins that offer both purity and character. OreGin is not just part of this evolution—it is shaping it. The brand’s marketing strategy focuses on storytelling and transparency, ensuring that consumers not only enjoy OreGin but also connect with its origins. Each bottle features a QR code that allows customers to trace the journey of kinnow from farm to glass. This emphasises the company’s commitment to sustainability and authenticity.

Punjab Agri Exports Corporation has partnered with renowned mixologists and high-end bars to showcase OreGin’s versatility and elegance through curated tasting events and cocktail workshops.

“Additionally, our collaborations with luxury lifestyle publications and influencers have helped position OreGin as a must-have for discerning connoisseurs. By focusing on exclusive, experiential marketing, we aim to distinguish OreGin in a crowded market, ensuring it remains synonymous with luxury, purity and purpose,” Ranbir states.