Soorahi: Song Of The Road

The name Soorahi is derived from Hindi words ‘soo’ (good) and ‘rahi’ (traveller), symbolising life’s epic journey—within and beyond. With its symbols, the compass, the ship and the North Star, it’s more than a whisky. Smita Singh, Senior General Manager, Uppal Brewers and Distillers (P) Ltd., who has made a remarkable transition from the non-alcoholic industry to the alcoholic beverages sector, tells Shalini Kumar how their new whisky brand Soorahi will cater to the aspirational needs of consumers exploring new experiences.

Making a shift from other sectors into the alcoholic beverages space would either call for an emotional burst of desire to try out something new or a very calculated decision based on analysis. In the case of Smita Singh, the transition into this industry, particularly whisky, was driven by two key factors.

First, market research revealed a significant opportunity in the premium spirits segment where consumers were increasingly seeking authentic, high-quality experiences.

Secondly, she was deeply inspired by the vision of the company’s founder Manish Uppal and co-owner Kanhav Uppal of creating a legacy brand that could redefine Indian craftsmanship in the global spirits landscape.

Having built successful ventures in high-end real estate for over 45 years, their passion and conviction of building a world-class Indian brand in the alcoholic beverages space has been a driving force.

Concept To Launch

Smita goes on to state that the journey of Uppal Brewers and Distillers has been guided by some of the most respected names in the Indian alcoholic beverages industry. One of them is the co-founder and CEO Ankur Sachdeva, an industry veteran who brings vast operational and market knowledge on the table. Further, the creation of Soorahi has been spearheaded by Rukn Luthra, a renowned industry maestro, whose strategic insights as the brand’s consultant have been instrumental in shaping the overall vision and approach.

“We have also been fortunate to work with India’s distinguished master blender Prabhat Barik whose expertise has been crucial in developing our signature blend. The development process was meticulous. We spent five months perfecting our blend through multiple trials and tastings. Our team’s combined experience of over seven decades ensures we created a whisky that balances traditional craftsmanship with contemporary Indian preferences,” says Smita.

Talking about choosing a unique whisky name, Smita explains that the name perfectly encapsulates the brand’s spirit. “We specifically chose a Hindi name to honour our Indian roots while creating a brand that speaks to the modern consumers’ aspirations. Soorahi isn’t just about the destination; it’s about celebrating every milestone along the life’s journey,” Smita adds

From concept to launch, it took approximately a year, during which the team focused not just on perfecting the liquid but also on developing premium packaging.

Finding Its Niche

Soorahi whisky will position itself as a premium yet accessible whisky, distinguishing itself from both domestic and international players. To position this effectively in the Indian market, the company’s approach is rooted in understanding the evolving preferences of the modern Indian consumers aged between 25 and 40, who are upwardly mobile, socially conscious, and value authenticity and quality in the brands they choose. “In a market flooded with both domestic and international whisky brands, Soorahi will stand out by balancing global appeal with a strong local identity. The experience around Soorahi will be as important as the product itself,” Smita says.

The company will build a community around the brand, engaging with consumers through events, whisky tastings, and digital engagement. With evolving palates, especially among younger consumers, Soorahi will explore innovative flavour profiles that cater to the diverse tastes of the Indian market, without compromising on the classic whisky experience. “In addition, a significant portion of its target group lives in the digital world and so a strong online presence is a must. Soorahi will leverage social media and digital marketing to engage directly with its audience, creating a seamless online-to-offline experience,” Smita elaborates.

Blended Still Dominate

The outlook for blended whisky market in India remains positive, even with the growing shift towards single malts. While it’s true that the premium whisky segment, particularly single malt, has gained considerable attention in recent years, Smita believes that blended whisky still holds a dominant position in the Indian market, and is likely to continue to grow in the foreseeable future. This is due to a combination of factors, including its wide availability, affordability and strong brand loyalty.

Blended whisky remains a ‘go-to’ choice for many consumers in India looking for a balanced, flavourful whisky at a more convenient price point. However, blended whisky can look to position their blends as aspirational, highlighting the quality and craftsmanship behind their products. “With the market gravitating towards premiumisation, blended whisky brands can innovate by offering high-end blends that appeal to evolving consumer tastes. There are also opportunities in targeting specific niche markets within the broader blended whisky category, that could help capture the attention of a segment that might otherwise be drawn to other alcoholic beverages,” suggests Smita.

Room For Reform

Turning to discussion about the current excise policies in India, Smita is of the opinion that while they have laid the groundwork for a robust spirits market, there are still several areas where these policies can be refined to better support the growth of domestic whisky brands and enhance their competitiveness on both domestic and global stages. The existing excise policies in India tend to be fragmented with different states having varying regulations, taxes, and liquor pricing structures. While some states have introduced policies that aim to support domestic distilleries, such as lower taxes for local brands or incentives for promoting ‘Make in India’ products, there still remains significant inconsistency across regions.

“This patchwork of policies often complicates the process for domestic whisky brands, particularly smaller or emerging players and creates barriers to scaling country-wide. Additionally, high excise duties, coupled with complex compliance requirements, can stifle innovation and prevent domestic whisky brands from becoming more globally competitive,” Smita points out. 

‘Soorahi’ Starts Pouring In Delhi

Uppal Brewers & Distillers (UBD) has officially unveiled Soorahi Finest Blended Indian Whisky in Delhi, marking its debut in India’s premium spirits category.

Initially available in select retail outlets across Delhi, Soorahi unites exceptional quality with accessibility, priced at ₹1,700. According to Kanhav Uppal, Co-owner, the company envisions bold plans to broaden its footprint across India and global markets in the coming months. “Delhi is merely the starting point of Soorahi’s journey. Already available in over 100 select retail outlets, we aim to steadily strengthen Soorahi’s presence throughout the Capital.”

Echoing his sentiments behind the creation of Soorahi, Ankur Sachdeva, Co-founder & CEO said, “Soorahi was created with immense passion and precise attention to detail, reflecting our desire to produce nothing but the finest. The blend itself is exceptional—a testament to expert blending and unwavering commitment to excellence. Personally, this entrepreneurial leap is both formidable and deeply rewarding at the same time.”

Vision Beyond Brands

Uppal Brewers and Distillers is on a bold journey of its own. “The launch of Soorahi Whisky marks just the beginning. As we expand Soorahi across states and trade channels in sync with excise cycles, we will introduce new spirit brands and flavour categories every six months, building a formidable premium and luxury portfolio,” informs Smita. The management is scouting for locations to establish a state-ofthe-art malt distillery.

Agility is the company’s key strength, and the founders intend to leverage it fully, staying attuned to evolving market dynamics while keeping quality and innovation at the core of everything they do.