Crafted in Mexico, Rooted in India

For consumers of tequila, it’s as much about the story as the spirit. Which is why Las Maracas, founded by Shivankar Bahl, goes beyond the bottle; rooted in design, co-creation, and curated experiences, the brand offers a rich cross-cultural narrative that blends the soul of Mexico with the spirit of India, writes Shalini Kumar.

Raised in a family deeply rooted in hospitality, Shivankar Bahl, founder of Las Maracas Tequila and Diva Creations Pvt. Ltd., grew up immersed in restaurant kitchens, observing service rituals and nurturing a genuine curiosity about how experiences are crafted — from ingredients and atmosphere to the stories behind each spirit.

That curiosity eventually evolved into a passion to create something of his own. Thus, Las Maracas was born at the intersection of storytelling, culture, and craftsmanship. Although built as a solo venture, the brand is supported by a lean and talented team, reflecting both entrepreneurial grit and creative vision.

Shivankar’s years living in San Diego, just 20 minutes from the Mexican border, played a pivotal role in shaping his journey. Regular trips to Mexico introduced him to the vibrancy of its culture and the depth of its tequila tradition. What began as an interest turned into immersion, with time spent visiting distilleries and learning the nuances of agave-based spirits. Crafted with hand-selected Blue Weber agave and spring water, Las Maracas Tequila is completely additive-free, staying true to a commitment to quality and authenticity.

Perfected in Mexico, crafted for India, the tequila embraces the country’s rich and complex flavour traditions and vibrant drinking culture, making it a fitting companion for India’s evolving appreciation of agave spirits. The brand takes its name from the maracas, an unassuming instrument that brings energy and celebration wherever it goes. This simple yet powerful metaphor shapes the identity of Las Maracas: joyful, soulful, and meant to be shared. Crucially, Las Maracas draws from the deep cultural synergy between India and Mexico, where food, community, and celebration are inherently intertwined.

“I was inspired by the warmth I experienced in Mexico, the way people gathered, shared meals, and marked life’s moments felt strikingly familiar. This shared spirit of hospitality and togetherness forms the emotional foundation of Las Maracas; a tequila created not just for drinking, but for celebrating life in ways that resonate with both cultures,” says Shivankar.

Before venturing into the world of spirits, he worked extensively with early-stage start-ups, often as part of the founding team. He thrives in dynamic environments where the learning curve is steep and ideas are built from the ground up. 

Bringing Las Maracas to India

Las Maracas is crafted in Jalisco, Mexico, using only two pure ingredients, agave and spring water. It is produced in small batches and tailored for the Indian palate. When asked why he chose India, Shivankar explains that a few years ago, he noticed tequila starting to gain traction in the country— small ripples that hinted at a larger trend. “I saw an opportunity and decided to visit distilleries in Jalisco to dig deeper. That trip changed everything. Witnessing the craftsmanship and cultural pride behind tequila made me fall in love with it,” he says.

Upon returning to India, Shivankar realised there was a clear gap, not just in product offerings, but in storytelling. The few tequila brands available felt generic, like global labels dropped into the market without context or cultural connection. “As an entrepreneur, I wanted India to drink better, to experience tequila the way it’s meant to be. That inspired me to build something rooted in tradition, yet suited to the Indian way of celebrating. I truly believe we are on the cusp of a tequila movement here, and I am excited to be part of shaping it,” he says.

The brand is currently live in Delhi, with Haryana and Goa set to launch next. It is placed in over 55 premium bars and restaurants, including major hotels, and is available at more than 15 retail outlets. Across these platforms, Las Maracas is rolling out customised and collaborative menus. “This trajectory has been very encouraging. It tells us there’s both curiosity and confidence in the product,” Shivankar adds. The brand is also seeing significant interest from individual consumers who are curious, informed, and seeking

Las Maracas’ Expressions

• Blanco: Crisp and unaged, with a bright agave character and notes of pepper and clove, ideal for cocktails or sipping. Delhi MRP ₹5,300
• Reposado: Aged eight months in oak barrels, delivering smooth hints of vanilla and caramel. Delhi MRP ₹6,400
• Añejo: The most layered expression, aged 16 months, with warm spice, cacao, and a velvety finish. Delhi MRP - ₹9,500

Rooted in Co-Creation

Las Maracas is steadily finding its niche in India. Shivankar sees luxury in a very different light. “It’s now defined less by price and more by how a person connects with your brand. For me, premiumisation is about attention to detail at every step, carefully understanding your consumer and curating an experience they would genuinely enjoy,” he says.

The brand’s take on luxury is not loud; it is quiet, layered, and honest—from collaborating with Indian artisans to designing cocktails rooted in local flavours. The objective is to seek depth, not status.

The brand has collaborated with renowned designer Varun Bahl, with the spirit of co-creation being central to Las Maracas. Varun, a longstanding visionary in artistic innovation, has an instinctive ability to blend tradition with modern expression. “When it came to how we show up in hospitality spaces, the bar uniform felt like a meaningful place to express our identity, and Varun was a natural collaborative fit. We wanted something that felt both Mexican and Indian, without it being forced,” Shivankar explains.

Varun drew inspiration from the traditional Mexican bolero, reimagining it through an Indian lens using textures and patterns that echo motifs found in both cultures. Las Maracas has also collaborated with artisans from Khurja to craft traditional Mexican-style clay copitas.

As Shivankar describes it, this is an attempt to unite two cultures not just through design or aesthetics, but through shared values, craftsmanship, and intention. The clay copita, the traditional Mexican vessel for sipping tequila, symbolises authenticity and ritual. Khurja’s potters, with a legacy spanning generations, are renowned for their ceramic craftsmanship.

As for the company’s plans, Las Maracas is taking a focused yet layered approach to expansion. While the long-term vision is national presence, the immediate priority is depth over breadth. “We are expanding in markets that are culturally vibrant, urban, and retailheavy,” he says.