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India has a unique story to tell through its rums and if we nurture this craft, the world will take notice. This could transform the rum category globally, putting India at the forefront of the premium spirits conversation. With a firm belief in this transition, Abhijeet Roy and Simran Singh, co-founders of Madhushala Beverages have launched Eekh, a rum made out of pure sugarcane juice.
The time for premium and luxury rums in India has begun, though it’s not yet a full-fledged movement. Traditional rums have long dominated the market but it was never considered a luxury drink in India; it was overshadowed by whisky and wine—the choices for affluent consumers. However, with the rise of craft rum producers and recognition of international rum brands, the narrative is starting to shift.
New-age rums are carving out a niche, offering innovative flavour profiles and premium positioning. These modern rums cater to evolving palates across a range of price points, making them accessible to various demographics while still maintaining an aura of exclusivity.
The key markets for high- end rums in India are metro cities and now even Tier II cities, where consumers are more open to experimenting with craft and luxury spirits. The target demographic includes young professionals with high disposable incomes who value unique experiences and premium quality. It also includes those who seek to expand their beverage repertoire and are willing to explore luxury beyond whisky and wine. And promoting the new trend are high-end bars and lounges, as well as curated events that offer experiential tastings. It is this movement that inspired Madhushala Beverages to produce Eekh, a rum made out of pure sugarcane juice instead of artificial flavours or additives.
Authenticity Counts
To ensure the authenticity of sugarcane juice in Eekh rum, the company partnered with licensed producers committed to pure, unadulterated cane spirit. Stringent quality checks were maintained from farming to processing, emphasising sustainability and freshness. The process minimised time between extraction and fermentation, preserving the natural essence of the juice. “Finding a producer licensed for the production of pure cane spirit and who could meet our specific quality and process requirements, was a significant hurdle. This meticulous approach came with increased costs as we refused to compromise on quality at any stage,” informs Abhijeet.
The brand excluded artificial additives, allowing the natural essence of sugarcane to shine through. “The absence of artificial flavours enables Eekh rum to embody the richness of India’s agricultural heritage. Each sip carries earthy undertones, a bold structure and warm, welcoming flavours that resonate with the spirit of our land. Eekh is more than a rum. It is a celebration of what an Indian homegrown product should taste like—unadulterated, honest, and deeply rooted in the essence of our soil,” adds Simran.
Tailored fermentation and distillation highlighted its earthy sweetness and robust character, creating a spirit that’s pure, vibrant, and deeply rooted in India’s terroir. As such, Eekh rum stands apart in a market dominated by conventional brands by focusing on authenticity, craftsmanship and storytelling.
Reaching Out
Unlike mass-produced rums, Eekh celebrates India’s agricultural heritage with a pure sugarcane juice base. It is crafted for individuals who seek unique, high- quality and locally-made products. Through strategies like digital presence, on-ground activations, collaborations, retail visibility and cultural connections, Eekh aims to redefine the rum category. This presents a new opportunity. “New-age rums have the flexibility to appeal to a broader audience with diverse tastes and price sensitivities. As a producer, I see immense potential in these rums to disrupt traditional perceptions. Consumers who once adhered to conventional choices are now eager to step away from the monotony and explore something unique,” Abhijeet says.
According to the founders, Eekh rum is well-positioned to align with the growing trend of premiumisation and innovation in India’s spirits market. As the emerging middle-class becomes more lifestyle-oriented, their preferences are shifting toward products that offer quality, authenticity and value for money. “To cater to this evolving audience, we aim to expand Eekh rum’s portfolio with diverse variants that resonate with their preferences. These offerings will span a range of flavour profiles and price points, making premium rum accessible without compromising on quality or craftsmanship,” Simran adds.
Rummy days ahead
For those who have ventured into the premium rum segment, the journey has just been flagged off. As Abhijeet Roy and Simran Singh point out, this is just the beginning. The potential for rum to become a centrepiece of India’s evolving spirits landscape is massive, and with the right steps, there can come around a massive change in the way the world perceives rum. The traditional spirit could soon don the mantle of a modern one.
Cranking up the Buzz
While rum brands are not entirely held back, the pace of creating a buzz through online and offline channels and adopting storytelling strategies has been slower than other spirit categories. This cautious approach stems from a few key factors. Premium rum is still a relatively new concept in India, where traditional perceptions of rum as a basic or seasonal drink persist. Shifting this mindset requires consistent efforts in education and engagement, which take time to bear fruit.
Further, much like the slow rise of single malts in India, premium rum is in its nascent stages. Single malts took decades to gain widespread acceptance and become a sought-after category. A similar trajectory is likely for premium rum, with a gradual yet promising evolution. Moreover, premium rum occupies a niche segment and producers are often navigating uncharted waters. This makes them cautious about large-scale marketing investments without clear consumer traction. There is the factor of cultural preferences too. Indian consumers have historically leaned toward whisky and beer, with rum often viewed through a limited lens.
Overcoming these cultural preferences requires strategic storytelling that resonates deeply with the audience. “However, despite these challenges, the potential is immense. Brands need to embrace innovative storytelling that highlights the craft, heritage and versatility of rum. Leveraging digital platforms, immersive experiences and collaborations can help rum brands establish a strong presence and encourage consumers to explore this evolving category,” Abhijeet states. With the right strategies, premium rum can carve its own path and become a celebrated category in the Indian spirits market.
Overcoming Challenges
One of the biggest challenges for domestic rum producers, and for any Indian spirit or alcoholic beverage brand owner, is the state-wise division of laws. Each state has its own set of regulations for production, distribution, pricing and taxation, making the landscape incredibly fragmented. This creates logistical and financial challenges, especially for scaling operations nationwide. Another significant hurdle is the restrictions on marketing. In India, advertising for alcohol is highly regulated, which limits the ability to directly engage with consumers and educate them regarding premium products. For a category like rum, which is still carving out its premium identity, this can be a major roadblock.
High excise duties and taxes are another challenge as they inflate retail prices and impact the affordability of premium rums for consumers. Additionally, bureaucratic delays in obtaining licenses and navigating complex processes further create a slowdown in the journey from production to market. “To address these issues, the government could consider several measures. Standardising policies across states would be a game-changer. A uniform framework for taxation, licensing and distribution would simplify operations and encourage more producers to innovate and expand,” Simran points out.
Tax incentives, such as reduced excise duties for premium spirits, could make these products more competitive and accessible. Additionally, providing support for exports and investing in industry infrastructure like bottling facilities and supply chain enhancements would go a long way in boosting the domestic rum or alcohol beverage industry in general. Despite that, the future of rum is not just about capitalising on the growing awareness, but also about becoming a true symbol of Indian craftsmanship on the global stage.
Overview and Outlook
The opportunity to redefine rum as a drink of choice for connoisseurs is vast even if the rum market is at crossroads. “I see tremendous potential for rum, especially if the category is nurtured with innovation, authenticity and effective storytelling. Brands that focus on premiumisation and connect with consumers on an experiential level will lead the charge—ones that celebrate craftsmanship and highlight India’s agricultural heritage. A diverse rum gives it the flexibility to appeal to a wide range of palates and occasions,” Abhijeet says.
With the rise of discerning urban consumers and their growing interest in lifestyle- oriented, craft products, rum has the ability to offer something unique that resonates with modern sensibilities. “If we, as producers, embrace storytelling that connects with consumers’ desires for experiences, quality and heritage, rum has the power to not only capture market share domestically, but claim a spot in the international markets as well. By positioning India on the world map for rum, we can showcase our rich tradition of agriculture, distillation and craftsmanship,” Simran adds.