It was while sipping on what she calls “a really nice rum” sometime during the lockdown, that Delhi-based Karishma Manga Bedi and her husband Samrath Bedi arrived at the unfortunate conclusion that there is no rum from India in the prestige segment which has managed to create a mark for itself. Karishma, with a background in branding and luxury goods, turned that observation into a business plan. The premium dark sipping rum Idaaya from Those Good Distillerss was launched in the beginning of June this year.
It has already managed to shake things up by winning a couple of prestigious awards including a Double Gold at the International SIP Awards 2024, a Silver award for Rums made in Asia at The Asian Spirit Master 2024 chaired by The Spirits Business and a Bronze at the International Wine and Spirits Competition 2024 in the aged category. “The wonderful feedback which the liquor has received has been reaffirming for us and for our beliefs in what we are doing,” says the 40-year-old founder and “chief everything” officer. Idaaya sipping rum| Photo Credit:Special Arrangement The Indian rum market is thriving, projected to reach $3.
5 billion by 2031, according to a Straits Research report. “Rum is undergoing a global renaissance,” says Karishma. “Following gin and tequila, rum is poised for significant growth.
This will distinguish those focussed on building a brand legacy from those simply chasing numbers. Our focus is on both brand and legacy.” Creating the .
