India has had a long, colourful, and mixed history with Liquor over the centuries, with ancient fermented drinks and traditional liquors like feni and toddy. India today, holds the third-largest market for alcoholic beverages globally, which is remarkable given the challenging business environment of red tape-ism, varying excise duties across states and much more. In episode #18 of “WTF is” Podcast, we have Founders of different sectors in the Liquor Industry of India. Abhishek Khaitan, MD of Radico Khaitan, One of the oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) in India; Minakshi Singh, Co-founder of SideCar, India’s only entry in the top 100 of the World’s Best Bars; Shuchir Suri, Co founder of Gin Explorer’s Club, India’s biggest gin festival with a footfall of over 100,000 people per edition; and Suraj Shenai, Founder of Goa Brewing Co, crafting ‘non-conformist, modern’ beers that challenge the traditional dominance of German and Belgian flavours. If Euphemism for patriotism is outrightly sold to people, across the world in different pockets, can the same brand-building tactics work for Indian Products too? For additional insight into this industry, here’s a link to explore some of the resources provided by the guests of this episode https://nksqr.notion.site/Additional-Resources-0e194bb2bb4d407bb5dfd63051a84416?pvs=4 #NikhilKamath Co-founder of Zerodha, True Beacon and Gruhas Host #wtfiswithnikhilkamath #wtfispodcast Twitter: https://www.twitter.com/nikhilkamathcio LinkedIn: https://www.linkedin.com/in/nikhilkamathcio Instagram:https://www.instagram.com/nikhilkamathcio Facebook: https://www.facebook.com/nikhilkamathcio #AbhishekKhaitan MD of Radico Khaitan Twitter - https://x.com/radicokhaitan LinkedIN - https://www.linkedin.com/in/abhishek-khaitan-95098bb4/ Instagram - https://www.instagram.com/abhishek40/ Facebook - https://www.facebook.com/abhishek.khaitan.12 #MinakshiSingh Founder of SideCar, Cocktails & Dreams Instagram - https://www.instagram.com/min.drinks #ShuchirSuri Founder of Jade Forest, Anthem, Gin Explorers Club LinkedIN - https://www.linkedin.com/in/shuchir-suri-058251b/ Instagram - https://www.instagram.com/shuchirsuri Facebook - https://www.facebook.com/shuchir #SurajShenai Founder of Goa Brewing Company Twitter - https://x.com/goabrewingco LinkedIN - https://www.linkedin.com/in/surajshenai Instagram - https://www.instagram.com/surajshenai/ Disclaimer: Alcohol consumption is injurious to health. No participants in this video promote alcohol consumption and strongly discourage underage, binge, and careless drinking. All panelists in this show express their own personal views, which do not necessarily reflect the views of the producers or promoters. Please drink responsibly.