Chhota Hazri Spirits is delighted to unveil an exciting addition to its lineup: Baagh, an innovative Indian craft gin that merges remarkable flavor with a powerful mission. Now available in the bustling markets of Mumbai and Pune, Baagh revolutionizes the conventional gin experience. Departing from the norm, Baagh takes a citrus-centric approach, harmonizing the lively essence of Nagpur orange with the refreshing notes of lime, all enhanced by delicate hints of spice.
Baagh is more than just a delightful gin; it embodies a profound purpose. A significant share of Baagh’s profits contributes to agrobiodiversity and re-wilding endeavors in Assam, achieved through a meaningful collaboration with The Balipara Foundation. Furthermore, the distillery actively supports local farmers by responsibly sourcing its ingredients, fostering a symbiotic relationship that benefits both the land and its communities. All these efforts align harmoniously with their captivating tagline, ‘No Planet No Party,’ encapsulating their commitment to environmental sustainability and celebration of life.
Baagh strives to enchant a diverse range of individuals, specifically urban individuals in their thirties, who are in search of a meticulously crafted gin that offers both approachability and pleasure. It harmonizes perfectly with uncomplicated tonic water or can be utilized to fashion personalized do-it-yourself cocktails, eliminating the necessity for specialized mixers or flavored tonics. Baagh proudly stands as an adaptable spirit in its own league.
The premium Indian alcohol market is currently witnessing a remarkable surge in growth, and at the forefront of this trend is the gin segment, boasting an impressive Compound Annual Growth Rate (CAGR) of 11 percent. Within this landscape, Baagh has strategically positioned itself to tap into this burgeoning market by offering a distinctive and purpose-driven product. Recognizing the evolving preferences of consumers who prioritize local, homegrown brands that align with their values, Baagh has successfully positioned itself as a brand that resonates with these discerning individuals.
Jatin Dev Bobb, CEO and Founder of Chhota Hazri Spirits, along with his founding partners Mohamed Rizwan and Manu Chandra, established the company in a post-Covid world. The name takes inspiration from the traditional refreshment consumed by troops stationed in Northern India during the 19th century, as well as the morning rituals followed in certain army regiments and boarding schools to this day.
Jatin Dev Bobb said, “We are thrilled to introduce Baagh to the Indian market, aiming to create a contemporary Indian gin that not only delivers exceptional taste but also prioritizes purpose alongside profit. In today’s world, creating a great product alone is no longer sufficient. At Chhota Hazri, we have always aspired to make a positive impact, regardless of scale. Our collaboration with The Balipara Foundation is a prime example, but our commitment extends far beyond that. By promoting agrobiodiversity and rewilding initiatives, we hope to spark meaningful conversations and raise awareness about programs like No Planet No Party. We will initially launch Baagh in Mumbai, the ‘taste’ capital of India, with plans to expand to five additional markets in the upcoming quarter.”
Mohamed Rizwan, Founding Partner and creative maven said, “In a world where brands often take themselves too seriously, we wanted Baagh to be a gin that is chic and fun. While our audience demands authenticity and craftsmanship, they also want to be part of a stylish world. Baagh is designed to resonate with this audience, from the moment they lay eyes on the bottle to when they hit the ‘Follow’ button on Instagram.”
Manu Chandra, one of India’s most renowned Chefs and a Founding Partner, shared, “Think of Baagh as the first sip of your weekend brunch or the early drink at a cozy bar, not a round at an unfamiliar club at 3 am. This gin is incredibly smooth and enjoyable to drink even on its own. Crafted with the Indian palate in mind, its delightful notes of fresh citrus and impeccable smoothness truly shine when paired with tonic and soda, accompanied by a refreshing citrus slice.”
Baagh is currently being offered at exclusive retail outlets, restaurants, and bars in Mumbai. The recommended retail price for Baagh is INR 1995.
