Diageo India to build world’s largest Indian craft spirits hub in Goa

Diageo India has begun construction of The Good Craft Co. (TGCC) Flavour Market in Ponda, Goa, billed as the world’s largest destination dedicated to Indian craft spirits. Spread across 11 acres at the historic site where India’s first single malt was produced, the upcoming hub will feature a craft distillery, nanobrewery, innovation lab, startup incubator, retail hub, immersive experience centre, botanical trails, and a vault for rare spirits.

The groundbreaking ceremony was recently held at the site, marking the next phase of Diageo’s TGCC platform, which aims to highlight Indian ingredients, culture, and craftsmanship. The project builds on the success of the TGCC Flavour Lab in Bengaluru, scaling it into a larger ecosystem where makers, travellers, and enthusiasts can experience the full spectrum of Indian craft spirits.

Vikram Damodaran, Chief Innovation Officer, Diageo India, said, “The Good Craft Co. began as a way to spark curiosity and conversations around Indian craft spirits. The Flavour Lab in Bangalore laid the foundation, but with Ponda, we are building something far more ambitious. It’s a dynamic space where different parts of the community can engage with Indian craft spirits in meaningful ways. Whether you are a distiller, a chef, an entrepreneur, or just someone who is curious, Ponda has something to offer.”

The TGCC Flavour Market is positioned as the next chapter in Diageo India’s craft vision, following initiatives such as the launch of Godawan, India’s award-winning single malt, and continued investments in homegrown brands and cultural experiences that nurture the future of craft.