In a bold move to reshape the beverage industry, Ishan Arora and Aamir Khan, founders of Catwalk Botanics, are on a mission to create a new category with their non-alcoholic versions of classic gin and vodka. Just six months into their journey, Catwalk Botanics is already making headlines and challenging the status quo.

Building a new category

“We are not just building a brand. We are building a category here,” says Arora. Catwalk Botanics aims to offer an alternative for those who want the experience of drinking without the effects of alcohol. “You can use Catwalk to actually feel better about your choices. Every sip mimics the real deal but doesn’t get you drunk,” he adds.

After two years of R&D, Catwalk has crafted four gin and vodka alternatives designed using plant-based ingredients.

Non-alcoholic beverage maker draws inspiration from global trends where non-alcoholic beverages are already popular. “The US and UK markets are very mature, with great brands and billions in revenue from non-alcoholic products,” Arora notes. He believes India is on the cusp of a similar trend, driven by increasing health consciousness and the influence of fitness influencers.

Positioning and Target Audience

Unlike traditional mixers, Catwalk Botanics positions itself as a base drink, similar to alcohol.

“Tonic waters are complementary to us. We are not a mixer; we are a base,” Arora explains.

Their target audience is broad, encompassing health-conscious individuals, those in social settings, and anyone looking for a sophisticated non-alcoholic option.

“Our ideal customer isn’t someone content with just drinking tonic water. Our target audience is whoever seeks to feel part of the social ritual without the stigma. They appreciate seeing the bartender craft a high-quality, zero-proof cocktail, which we call a “cattail,” using fresh ingredients. We want people who choose not to drink to feel just as special as those who do,” says Arora.

At the same time, Arora emphasizes the need for education and awareness in India, a market with complex consumer behaviors. “Gen Z doesn’t want to drink as much alcohol as millennials did,” he points out, highlighting the growing awareness about the negative effects of alcohol. The company aims to cater to this informed and health-conscious demographic.

Continue Exploring: One-third of the world’s fastest-growing spirits brands are Indian: Report

Market Penetration and Distribution

The journey of Catwalk Botanics began in May 2022, with sales starting in January 2024. Right now, they are selling non-alcoholic offerings on e-commerce, while they are rigorously exploring to be on quick commerce platforms like Zepto or Instamart.

“Right now, we are available on Amazon, through our website, and in major cities like Delhi, Mumbai, Bangalore, and more,” says Khan.

Despite facing initial resistance from retailers, the brand is slowly gaining traction. “We make far more money on alcohol,” is a common refrain from retailers, but the tide is turning as more establishments begin to see the potential.

Consumer Response and Future Plans

While the sales numbers are still modest, the response has been encouraging, according to the founders. “We are seeing an average of 4 to 6 bottles sold per order per restaurant, but we expect this to multiply soon,” says Khan.

The brand’s focus for the next six months is on increasing visibility through events and tastings. “Next 6 months are all about getting people to try Catwalk,” says Arora.

With a vision to make non-alcoholic beverages a staple in social settings, Arora and Khan are pioneering a new wave in the beverage industry. “The next 5 years are key for us,” says Arora, reflecting the brand’s commitment to revolutionizing how we think about drinking.

Continue Exploring: India’s alcoholic beverage market surges to record highs, premiumization and home consumption drive growth