Mayahuel to the Deccan Crafting India’s Agave Future

The name and identity of Pistola Agavepura are inspired by the Aztec myth of Mayahuel, the Goddess of Agave. According to the brand mythology, Mayahuel was scattered over rich soils. In their reimagined story, it is transposed here to India’s Deccan Plateau, giving birth to the spirit of Maya Pistola. And as the brand evolves, this mythic rebirth mirrors a very real ambition: to place Indian agave on the global stage with the same confidence and cultural rootedness that define its origins. For RAKSHAY Dhariwal, Founder and Managing Director, Maya Pistola Agavepura and Pass Code Hospitality, the story is not just about honouring tradition—it’s about shaping a future where India becomes a recognised terroir for world-class agave spirits, writes BISHAN Kumar.

The brand is now making sure-footed inroads into the minds and desires of Indian consumers, and, as Rakshay envisions, these early strides are setting the foundation for a category that could one day stand shoulder-to-shoulder with the world’s great spirits industries. 

It’s not just a shift; it’s a palate upgrade, with tequila and agave spirits increasingly drawing cocktail drinkers away from gin and vodka. As industry experts point out, drinkers are moving from neutral spirits to categories with more flavour and character, and agave sits at the centre of that movement. As cocktail culture matures, consumers are becoming more curious and informed about what they consume, and this is where high-quality, additive-free spirits become significant.

“For instance, we are already seeing people not just enjoy tequila cocktails but ask for Reposados and Añejos by name. If homegrown brands continue to prioritise authenticity, quality, transparency and craft, Indian agave won’t just benefit from this trend; it will play a major role in shaping where it goes next,” points out Rakshay. In fact, numbers tell the true story, with the agave spirits category projected to grow at around seven percent CAGR between 2021 and 2026.

Taking the Lead

While the agave category is growing fast globally, momentum in India is even stronger, and Maya Pistola Agavepura is right at the centre of it. “With Maya Pistola, the focus has always been on 100 percent agave, clean production and a uniquely Indian terroir, which has built a very loyal and fast-growing consumer base,” informs Rakshay. Last year alone, Maya Pistola grew by nearly 70 percent, roughly 10 times the global CAGR, and is poised to deliver a similar performance in the current financial year. As cocktail culture and premiumisation continue to rise, the brand is confident about outpacing category growth.

The demand is already there, and now it is about scaling responsibly and consistently. Maya Pistola stands apart because it stays true to 100 percent agave with no additives, and a flavour profile shaped by Indian terroir rather than trying to mimic Mexico. The Deccan Plateau provides a naturally bold, earthy character, and the ageing process adds complexity without overpowering the spirit. “We also follow sustainable packaging practices, from partnering with local vendors to reducing bottle weight and avoiding unnecessary materials, ensuring our footprint stays as thoughtful as our craft,” Rakshay adds.

Spreading Footprint

Añejo and Extra Añejo expressions are rapidly gaining traction with whisky drinkers who are discovering agave as a serious sipping category. And as the brand expands into markets like the UK and beyond, the direction is clear. “We are taking an unapologetically Indian agave story to the world, rooted in flavour, craft and purpose rather than trend-chasing,” Rakshay states.

The partnership with United Spirits has been a major unlock for the brand, not by changing who it is, but by helping it scale what it does well. “Their expertise, distribution and route-tomarket have allowed us to accelerate responsibly and expand into newer regions, while staying true to our craftdriven approach,” Rakshay adds.

What’s been most encouraging is that this growth isn’t just wider availability; it’s a stronger brand pull, higher repeat purchases, and a much larger audience discovering agave as a serious sipping spirit. Pistola’s Añejo was recently introduced in Haryana.

“Geographically speaking, Haryana wasn’t our first Añejo market, but it was a very intentional addition to the rollout. The state has a rapidly growing premium dark spirits segment, and consumers there are increasingly open to exploring sipping categories beyond whisky, which makes it a strong, natural fit for the Añejo,” Rakshay elaborates.

The brand is seeing steady pull from retail and the on-trade segment, and so, rather than forcing scale, it follows the demand signal. Market sequencing across India mirrors this approach. Pistola expands where consumption patterns, cocktail culture maturity and partner enthusiasm indicate the category is ready, so every launch lands with relevance rather than mere availability. The focus remains on expanding the universe of Indian agave in a thoughtful, meaningful way. “Whatever we introduce will stay rooted in our ethos, because that foundation doesn’t change even as the category evolves,” Rakshay points out.

 Maintaining Core Identity

Despite expanding the company’s portfolio to approachable, lower-priced expressions like Cabrón, Maya Pistola ensures it doesn’t blur the brand’s core identity. “Cabrón isn’t about diluting who we are; it’s about widening the circle without lowering the bar. At Pistola, ‘premium’ has never been just a price point but a commitment to craft, provenance and flavour integrity, whether the drink sits on a top shelf or lands behind the bar,” Rakshay explains.

Authenticity is central to the brand’s ethos. Pistola is matured in different oak casks comprising virgin American oak, ex-bourbon casks and ex-wine barrels, depending on the variant type. Each bottle has its own character.

Cabrón brings new drinkers into the fold, but the storytelling, quality of distillate and design thinking remain distinctly Pistola. For the company, brand extension works when the DNA stays intact, and that’s the line it never crosses.

Beyond Cabrón and the Añejo rollout, the company is also exploring new expressions, collaborations and category innovations, potentially cocktail-driven releases or limited editions that speak to evolving consumer occasions. As the category grows, the brand is looking at opportunities to deepen consumer engagement, whether through new drinking occasions, authentic partnerships or formats that reflect how people discover agave today.