In a market that often prioritizes fleeting trends, Living Root Beverages is taking a deliberate, long-term approach, growing steadily like the resilient roots found in Meghalaya. Founded in 2019 by Bharat Bhagnani, the brand is committed to consistency, strategic planning, and a consumer-first philosophy.
Today, Living Root Beverages boasts a diverse portfolio of craft brands, including Sector Gin and Sound Vodka, among others. In a candid conversation with Bharat Bhagnani, unsobered explored the keys to sustained growth, the early challenges the brand encountered, and how he and his team adeptly navigate a dynamic market while maintaining authenticity.
unsobered: The Name ‘Living Root’ Itself References The Bridges Of Meghalaya – Structures That Take Years To Grow And Flourish. How Much Of That Long-Term Thinking Shapes The Way You Build Your Brand And Products?
Bharat Bhagnani: The Living root bridges have significantly inspired us in terms of our philosophy and business approach. In today’s fast-paced world, where many are chasing the latest trends, we have made a conscious decision to build something that sustains with long-term appeal.
You can catch on to a fad today and customers will like you for some time, but what happens after that? Such trends don’t stand the test of time. Instead, we have invested heavily in our backend processes and distillery to create something that is truly unique and timeless. We want our offerings to feel relevant five, seven, or even ten years from now.
Consistency is essential for us. If you enjoy a bottle today, the next one you try - years later - should provide the exact same experience. This commitment to consistency is at the heart of our philosophy.
unsobered: What Was The Moment That Made You Feel India Needed What You Were Building?
Bharat Bhagnani: Many gin brands existed before and after us, all trying to do something unique. What differentiates us is our understanding of Indian consumer palates.
For example, our Sector Gin variants, such as the Hibiscus & Peach, Raw Mango & Chilli, and Orange & Cacao, are not copied from global trends. They’re developed through our own R&D, based on combinations that work for our consumer palate.
India’s tastes are evolving rapidly. Consumers want variety and innovation, and that pushes us to continuously improve. When people appreciate what we create, it motivates us to keep experimenting and innovating further.
unsobered: The Alcohol Industry In India Is Complex. What Were Some Early Challenges You Faced And What Are Some Key Lessons That Have Stayed With You?
Bharat Bhagnani: Everything was a challenge, if I’m being honest. Without any experience or a background in the alcohol industry, navigating excise regulations, label registrations, distribution, and even manufacturing was entirely new to me.
But if you stay determined enough, you eventually figure it out. Mistakes happen, but they’re part of the journey and each mistake ends up teaching you something valuable. And if there’s one lesson that has stuck with me is knowing that things will happen at their own pace. You can push at a certain rate, but pushing beyond what is possible doesn't work in this industry, at least. You have to be patient through it all.
unsobered: As Craft Brands Grow, Maintaining Consistency And Authenticity Becomes A Challenge. How Do You Scale Without Losing That Spirit?
Bharat Bhagnani: We don’t take shortcuts; that’s simply not in our DNA. We dedicate significant time to perfecting our products through multiple trials, and once a recipe is finalized, we stick to it. Even if demand increases, we will not compromise on quality to meet volume.
Ultimately, revenue numbers shouldn’t come at the cost of consumer experience. Our focus is on the consumer. Anyone who picks up our product should never feel disappointed. We believe in putting the consumer first, rather than prioritizing revenue.
unsobered: When Developing New Flavors, Do You Start With A Nostalgic Memory, A Cultural Reference, Or Something Else? What Does The Process Look Like?
Bharat Bhagnani: We start with taste profiles. Broadly, there are four: sweet, sour, spicy, and umami.
For example, Hibiscus & Peach leans sweet, while Raw Mango & Chilli lingers in the tangy-spicy space. From there, we layer in cultural and nostalgic elements – flavors people already connect with.
Inspiration can come from anywhere, food, packaged products, even global influences. But behind every successful flavor you see on the shelves there are dozens of failed experiments!
unsobered: Were You Aiming For An Indian Identity Or A Global Style With Your Gin?
Bharat Bhagnani: Our goal was to build a global London Dry style gin that would feel at home anywhere in the world. It took multiple trials to perfect a balanced, juniper-forward yet versatile profile that works well across different serves.
unsobered: What’s The Most Unusual But Surprisingly Good Way You’ve Seen Your Gin Being Consumed?
Bharat Bhagnani: I actually discovered one myself. I’m a big fan of fresh lime soda, so I tried our Sector Gin with masala shikanji. And let me tell you that it works beautifully! It’s not a conventional bar serve, but it’s refreshing and surprisingly delicious.
unsobered: What Inspired The Idea Behind Sound Vodka?
Bharat Bhagnani: In India, vodka is typically positioned at two extremes – either cheap or extremely premium with celebrity backing. Very few focus on taste.
We didn’t want to go down either route. Our focus was always on flavor.
We noticed that flavored vodka is loved by many, but most brands stick to citrus or berry profiles. We wanted to do something different and that’s how we came across comparatively less explored flavors like caramel or coffee-based expressions. The goal was to use real ingredients, such as the use of 100% Arabica coffee from Chikmagalur in our coffee expressions, and experiment with flavors.
unsobered: What Was The Initial Reaction To Sound Vodka?
Bharat Bhagnani: Very encouraging! The caramel vodka, in particular, received a lot of appreciation. Across tastings in cities like Goa and Mumbai, we’ve received consistently positive consumer feedback. The reaction to Sound Vodka has only been overwhelming!
unsobered: Are You Open To Experimentation In How Your Products Are Consumed?
Bharat Bhagnani: Absolutely. People should drink it however they like and I truly appreciate that!
We can suggest serves, but ultimately, it’s you who decides what’s in your glass. Some mix it with soda or tonic, others create cocktails, and some even use our products in food, like vodka in pasta sauces or coffee liqueur in desserts. So ultimately, it depends on the consumer. That’s the beauty of it.
unsobered: India, At Least In The Last Few Years, Has Seen A Significant Rise In Craft Spirits. What Are Brands Getting Right And Wrong About Indian Consumers Today?
Bharat Bhagnani: What they’re getting right is offering more variety. People want choice, and that’s now a given. Brands don’t assume that consumers like only a certain flavor profile and are willing to experiment.
What some brands get wrong is underestimating the consumer. There’s a tendency to rely on gimmicks or dilute quality once demand increases. Indian consumers, at least a significant portion of them, are well-traveled and have global exposure. They are smart and conscious about their choices. So brands need to meet their expectations – and exceed them!
unsobered: What Would You Recommend To Someone Trying Living Root Beverages Products For The First Time?
Bharat Bhagnani: I’d recommend the Orange & Cacao Sector Gin with soda and just a couple of ice cubes – it’s incredibly refreshing.
For a classic option, the Sector London Dry Gin with tonic and a grapefruit garnish works beautifully. And personally, I love the Sound Vodka Coffee Liqueur over crushed ice. It’s just heavenly!
unsobered: What Kind Of Spirit Do You Enjoy Personally? Are You Someone Who Enjoys Vodka Or Whiskey Or Any Other Spirit?
Bharat Bhagnani: Whiskey? I’m not a big whiskey person, I’m more of a vodka person. I keep it simple – with a bit of water and soda.
And the Sound Vodka Coffee Liqueur is something I genuinely made for myself! I really enjoy it and I’m glad there are so many of you who love it too!
unsobered: What’s Next For Living Root Beverages?
Bharat Bhagnani: We’ve spent the last few years strengthening our foundation – our team, production, and operations. We’re building on our portfolio of both Sector Gin and Sound Vodka variants. We’re also relaunching White Owl Beer – a brewery for the same is in the works.
Now, it’s time to scale. We’ve expanded into Haryana, Kerala, and Diu and Daman along with Goa and Maharashtra. While we had opportunities to expand, we didn’t want to compromise quality. Global demand for our products is increasing – in fact, I’ve met people who’ve traveled back from Goa and Mumbai and carried our products abroad and are now asking for them abroad!
In the end, the goal is simple yet significant: grow sustainably, maintain quality, and reach more consumers, without losing what defines us in the first place.
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