“Chadi mujhe yaari teri aisi, jaisi daru desi”. Desi daru, or desi liquor is deeply etched in the cultural landscape of India. But now, ‘Desi Daru’ is entering the South Asian and Middle Eastern markets. Don’t worry, we’re talking about a different ‘desi daru’. The United Kingdom (UK) based brand is partnering with Indian importer and distributor, Dhall Food and Beverages to expand their business in key markets like Sri Lanka, the United Arab Emirates (UAE), Nepal, Bangladesh, and obviously, India.
Desi Daru: Now In South Asia And Middle East
The brand was founded by Mohit Singh and launched in 2022. Since its launch, the brand has been making headlines for its innovative approach to vodka. This approach combines the best of both cultures – India and the UK. The original vodka is crafted with English winter wheat and is famous for its exceptional, smooth texture.
Whereas, their Alphonso Mango Vodka is crafted with the finest Alphonso mangoes from Ratnagiri. This lends a smooth, fruity taste to the vodka, capturing the essence of Indian summers brilliantly. Desi Daru has signed an agreement with Dhall Food and Beverages, under which the latter will manage distribution of Desi Daru vodka in the South Asian and Middle Eastern markets.
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Desi Daru And Dhall Foods And Beverages On Their Partnership
Mohit Singh, the founder of Desi Daru, states that the brand has been focused on the collision of British and Indian cultures since the very beginning. The brand uses high-quality ingredients to craft its world-class vodka. With India gaining more and more foothold in the global liquor industry thanks to its innovative homegrown brands, Singh feels that India and the surrounding markets hold tremendous potential for their business.
Speaking of Dhall Foods and Beverages, the importer and distributor has been in this industry for more than 50 years. It has been supplying premium international brands to India’s retail, travel, and hospitality sectors.
Arjun Dhall, Executive Director of Dhall Foods and Beverages, quotes: “Desi Daru is a true game changer in the industry. Their Mango Vodka is pushing boundaries in the flavoured spirit category and proving that you can produce a great-tasting and premium product. They have created an incredible product merging British craftsmanship and an Indian heritage. Their vodkas are a perfect fit in our portfolio, and we are proud to be bringing them to consumers across India, UAE, Sri Lanka, and beyond.”
In the UK, the brand is a huge success, with its listings with Harvey Nichols, Selfridges, Master of Malt, and Amathus Drinks. Moreover, you’ll find it in many of the leading high-end bars and restaurants in London. This includes the likes of The May Fair and Benaras. Now that the brand is launching in India, it will be worth noting which Indian high-end bars and restaurants welcome Desi Daru.
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Summing Up
With Desi Daru entering the South Asian and Middle Eastern markets, it will be interesting to see how the brand fares, particularly in India. This is because the brand itself heavily takes inspiration from Indian culture. It also uses India’s famous Alphonso mangoes to create its signature vodka. So, when will you get your hands on this unique British-Indian vodka?
