An Interview with Varun Jain, Founding father of Smoke Lab Vodka

An Unique Interview with Varun Jain, Founder, Smoke Lab Vodka, India’s first premium homegrown vodka model

Be a part of us for an interview with Varun Jain, Founding father of Smoke Lab Vodka, India’s first premium homegrown vodka model. We delve into his entrepreneurial journey and the imaginative and prescient behind this pioneering spirit.

What impressed you to create Smoke Lab Vodka, and what was the imaginative and prescient behind launching India’s first premium homegrown vodka model?

Varun Jain: We introduced Smoke Lab Vodka to the Indian market 5 years in the past fuelled by a deep ardour to craft genuine Make-in-India spirits celebrating our native elements and to redefine how the world sees Indian alcohol.

Smoke Lab Vodka was born with a imaginative and prescient to place India on the worldwide map as a severe contender within the premium spirits house. For too lengthy, India has been an importer of premium liquor relatively than a producer.

I wished to problem and alter that narrative by making a vodka in our personal yard that not solely meets the best world requirements but in addition stays deeply rooted in our nation’s heritage.

Are you able to describe the method of creating Smoke Lab Vodka and what units it other than different vodka manufacturers out there?

Varun Jain:  Creating Smoke Lab Vodka was an extended, meticulous course of that took years of experimentation, refinement, and a relentless concentrate on high quality.

We use superior-quality Indian Basmati rice as the bottom grain — a singular and intentional selection that provides our vodka a smoother, cleaner end and a distinctively comfortable mouthfeel.

Importantly, Smoke Lab Vodka is distilled 5 instances, which ensures distinctive smoothness, purity, and steadiness. This degree of refinement helps eradicate any harshness whereas preserving the character of the elements.

What units us aside is that this potent mixture of elements, 5x distillation, cutting-edge know-how, and a design-forward method to branding.

Each element — from the bottle design to the flavour profiles — is pushed by a philosophy of precision and class.

What challenges did you face in establishing a premium vodka model in India, and the way did you overcome them?

Varun Jain:  One of many greatest challenges was altering client notion. Vodka in India has historically been seen as both mass-market or imported luxurious — there wasn’t a lot room for a premium homegrown model within the client’s thoughts.

Educating the market about what makes a vodka ‘premium’ and why ours deserves a spot in that class — required lots of storytelling, sampling, and strategic visibility.  

How do you guarantee the standard and authenticity of your vodka, and what elements do you prioritise within the manufacturing course of?

Varun Jain:  High quality begins with the elements — and we’re obsessive about sourcing. We use solely the best long-grain Basmati rice that we supply from Punjab and Haryana and we distill it 5 instances for distinctive smoothness.

The opposite elements we use — saffron is sourced from Kashmir. We guarantee consistency, security, and world compliance by strict protocols, licensed audits, and superior chemical evaluation  

How do you method advertising and marketing and branding for Smoke Lab Vodka, particularly in a aggressive panorama?

Varun Jain:  We don’t simply promote vodka — we create an idyllic setting for a brand new era of customers to expertise pure, genuine flavours that mirror India’s distinct tradition, whether or not within the style of our spirits or our design sensibilities. 

Advertising-wise, we have a look at a multi-pronged method: from experiential occasions and collaborations to digital storytelling and world award submissions. We additionally take delight in letting our merchandise converse for themselves.

Our packaging, our flavors, our mixability — they create word-of-mouth momentum organically.

In fact, successful worldwide awards like 2025 SIP Awards and 2024 Spiritz Achievers Awards have significantly elevated our model recall and validated our place in world markets.

How do you see the Indian vodka market evolving, and what developments do you suppose will form its future?

Varun Jain:  The Indian vodka market is at a tipping level. There’s a transparent shift in client desire in direction of high quality, provenance, and expertise.

We’re seeing extra discerning drinkers who’re curious, experimental, and keen to commerce up. Traits like flavoured vodkas, sustainability in manufacturing, and low-calorie spirits are all choosing up tempo.

We additionally anticipate a rising demand for manufacturers that inform a narrative — not nearly style, however about tradition, creativity, and authenticity.

India is a younger nation with a fast-evolving palate — and I consider homegrown premium manufacturers are poised to steer this new period.

What are your long-term objectives for Smoke Lab Vodka, and the way do you envision increasing the model each domestically and internationally?

Varun Jain:  Our long-term objective is to make Smoke Lab Vodka a world image of Indian craftsmanship — very similar to how Japanese whisky or French cognac characterize their international locations.

We’re already current in key worldwide markets just like the US, UK, and UAE and we’re increasing quickly.

Domestically, we’re working to construct a stronger reference to customers by extra retail visibility, curated experiences, and limited-edition releases.

Internationally, the main focus is on partnerships, distribution, and cultural integration. We wish Smoke Lab to be on the backbar of each top-tier bar and within the palms of curious, refined drinkers all over the world.

What recommendation would you give to aspiring entrepreneurs seeking to enter the beverage business?

Varun Jain:  The beverage business is equal elements artwork, science, and hustle. My greatest recommendation could be: know your ‘why.’

 This business might be extraordinarily aggressive and capital-intensive, so that you want a transparent imaginative and prescient and an unshakeable perception in your product. Additionally, be ready to play the lengthy sport.

Success doesn’t come in a single day — particularly when you’re making an attempt to construct a premium model. Spend money on high quality, encompass your self with individuals who perceive the nuances of the enterprise, and at all times, at all times take heed to your customers. They’re your finest compass.

Varun Jain’s story embodies innovation and dedication. His dedication has not solely constructed a profitable model but in addition considerably elevated India’s standing within the world premium spirits market.

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