An ex-journalist, Aggarwal has consulted with numerous alcohol manufacturers
during the final decade, including with Terai, where she’s the Vice President, showcasing how
storytelling can propel spirits to new heights.
576 miles faraway from Behror in Rajasthan — where Terai’s suppose-of-the-art work distillery sits — a woman all
the capacity in Varanasi fashions the gin maker’s botanical fracture into candles and other wax products.
Like her, other females on the helm of minute-scale agencies motivate them with custom corks,
Channapatna stoppers, cases and other ingredients that require embroidery or art work. That is an
extension of Terai’s eagerness to blueprint it proper into a worth “with heart.” And Karina Aggarwal — who
leads communication, branding and storytelling for them as their Vice President — has played a
appreciable characteristic in shaping it.
“The root became as soon as consistently to showcase Terai as a worth that eminent the spirit of craft, and this became as soon as
one thing Shekhar [Swarup, founder] became as soon as very taken with, too. Craft, in our case, extends to more
than appropriate being a craft beverage. So, using Indian handicrafts, art work and culture, is what we account for as
craft. And that conveys through more than one strategies, equivalent to in our stoppers or the art work on the walls of
our distillery. For me, it became as soon as significant to showcase that we had been a thinking fee versus a soar-by-
night one,” says Aggarwal, who joined the personnel about a months skittish of their originate in November 2020.
The identical year our lives had been rocked by a world successfully being catastrophe.
To delivery with, Aggarwal — who has been consulting with alcohol companies for design, marketing,
communication and fee pattern for more than a decade through her absorb firm, Gigglewater
Beverage Ideas Pvt Ltd — came aboard the Terai ship ultimate to uncover the personnel. With time,
though, she found herself getting more invested and fascinated by setting up the cost image,
planning their design and structuring the pillars and tenets that handbook them on the present time. “On the time,
there became as soon as a tentative recipe in suppose, nonetheless there’s consistently a incompatibility if you happen to progress to a huge batch,”
she remembers, adding that this gin became as soon as, interestingly, in the making for 2 years earlier than they
launched to the public.
This supposed that by 2020, there became as soon as more competition, facilitated by the originate of more than one
homegrown gins, and as a consequence, that the recipe wanted a fillip. Aggarwal naturally got her
fingers in that pie. “I felt that it didn’t fetch sense for us to proceed as a conventional London-model dry gin,
because there had been subsidies that had made import manufacturers more cost-effective and other Indian entities that
had occupied sure spaces. So, we revisited the recipe at that point.” Whether it required swearing
off of cardamom or amping up the sweet, herbaceous, and citrusy notes of Terai (to flip it proper into a dry
gin, nonetheless with oomph) Aggarwal, Swarup and personnel doubled down in a discuss in self assurance to revamp its flavour
profile with a conception to present patrons a product authentic ample for them to come motivate to over and over.
The firm, which is owned by Globus Spirits, has grown strength to strength since, solidifying its
keep in the homegrown spirits’ market as a top class product that has made its capacity into home
and restaurant bars, in equal measure. And while the very finest recipe, branding, bottling, offline
activations and artful, plus meaningful communications spherical Terai comprise helped propel it in direction of
this progress, the burgeoning upward thrust of gin itself, has per chance played a greater characteristic. Elucidating on why the
spirit remains to be the flavour of the season, Aggarwal tells us, “It is one of basically the most customisable
spirits accessible, both in the case of flavours and the capacity you enjoy it. There’s nothing spherical gin to
negate, ‘You would’t drink it cherish this.’ It lets you to play and protect invested, by permitting you to bag and
bag the garnishes, flavour of tonic and even, the image you clutch for Instagram.” There’s additionally, the
reclamation of the observe “homegrown,” which has over the years gathered a design of pleasure.
Two a few years in the past, the right time we eminent ‘Made In India’ became as soon as after we heard 90s pop icon
Alisha Chinoi crooning the unique tune. The comfort of made-in-India became as soon as taken to in some draw indicate
products that had been sub-par. This day, there’s a design of possession and pleasure, in biting proper into a bar of
chocolate crafted on home turf, carrying a T-shirt made by Indian designers and naturally, cracking
delivery a bottle of graceful gin, we can name our absorb. And other people cherish Aggarwal comprise played a seminal characteristic
in transferring this paradigm. So, cheers to them.
Photographs: TERAI GIN