An interview with Mirat Rajguru, Founder & Managing Director of Gradient Drinks
On this unique interview, we sit down with Mirat Rajguru, the visionary Founder and Managing Director of Gradient Drinks.
With a ardour for innovation and sustainability, Mirat has remodeled the beverage panorama, creating distinctive flavors that resonate with customers. He shares his journey, insights into the trade, and the driving forces behind Gradient Drinks’ success.
Are you able to share the story behind the founding of Lucid and what impressed you to begin this enterprise?
Mirat Rajguru: Lucid was born from each curiosity and constraint. I grew up in Rajkot, Gujarat—a dry state with no authorized entry to alcohol. Whereas most individuals noticed this as a limitation, it turned a chance for me to method the world of spirits otherwise.
My curiosity in understanding the craft behind alcohol led me down a path of tasting, studying, and ultimately creating. After years of exploration, I needed to introduce a vodka that broke stereotypes—one thing clean, non secular, and balanced.
That imaginative and prescient turned Lucid Vodka—a cosmic escape in a bottle that helps you discover your Second of Readability.
What distinctive challenges did you face within the early levels of constructing Lucid, and the way did you overcome them?
Mirat Rajguru: Navigating the alcohol trade as a first-time founder is like studying to swim in a stormy ocean—rules, logistics, licenses, and social perceptions all come at you without delay.
However the greatest problem was altering the narrative round vodka. It’s usually seen as a celebration gas, related to chaos and foggy recollections. Convincing those that vodka may very well be clean, elevated, and even non secular required relentless storytelling, sampling, and an entire lot of endurance.
How does Lucid differentiate itself from different corporations within the trade, and what’s your distinctive worth proposition?
Mirat Rajguru: Lucid isn’t simply one other vodka—it’s a sense, an identification. We’re talking to a era that doesn’t need to drink for the sake of getting drunk. They need to expertise one thing—readability, connection, creativity.
Our vodka is filtered a number of instances by way of activated charcoal, silver, and platinum to provide it unparalleled smoothness.
However past the liquid, our model lives in cosmic visuals, immersive occasions, and a voice that seems like your late-night ideas written on stardust. We’re right here to raise how India experiences vodka.
Are you able to share the method of growing Lucid’s signature taste profile and what makes it stand out?
Mirat Rajguru: We spent over a yr fine-tuning Lucid’s style. Our aim was easy: make the smoothest vodka doable with out the heavy price ticket.
The bottom is crafted with high-grade grain spirit after which filtered by way of activated charcoal, silver, and platinum in a multi-step course of.
Each step was about eradicating harshness with out shedding depth. The outcome? A silky, clear vodka that goes down straightforward and leaves no bitter path—excellent for each sipping and mixing.
How do you envision the way forward for Lucid, and what are your long-term targets for the corporate?
Mirat Rajguru: Lucid remains to be in its early orbit. Within the quick time period, we’re increasing throughout Maharashtra and eyeing Karnataka. However long-term? We need to be greater than a vodka—we need to be a life-style model.
Assume cosmic experiential areas, clarity-meets-party nights. Our aim is to form how trendy India drinks—not chaotically, however consciously. We would like Lucid to be the title folks consider when they need an evening to recollect, not remorse.
What recommendation would you give to aspiring entrepreneurs seeking to enter the beverage trade, notably within the spirits sector?
Mirat Rajguru: Prepare for the lengthy recreation. This trade is layered with guidelines, tasks, and resistance. You’ll want endurance, ardour, and a capability to pivot shortly. However most significantly—know your ‘why’.
Individuals don’t purchase alcohol, they purchase emotion. They drink to rejoice, to unwind, to attach. In case your product doesn’t resonate with that feeling, it gained’t stick. Construct one thing significant, and the market will really feel it.
Mirat Rajguru’s dedication to high quality and creativity continues to form the way forward for Gradient Drinks. His insights encourage aspiring entrepreneurs and spotlight the significance of adaptability in a dynamic market.
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