With India’s First Ready-to-Serve Shots, Jigger Sets A New Trend In Modern Drinking

In late 2025, Jigger launched what it claims to be India’s first ready-to-serve (RTS) spirit shots, marking a potentially transformative moment in the country’s alcoholic-beverage space. On 6 November 2025, the brand was introduced by Madira Ventures India Private Limited — a company based in Bhatiyat, Himachal Pradesh, and co-founded by Anubhav Khanna and Jashan Pahwa. Branded as an “Anti-Alcohol, Alcohol Brand,” Jigger seeks to remove the typical burdens of drinking — the burn, the aftertaste, the need for mixers — while leaning into nostalgic Indian flavour profiles and celebratory design.

What Jigger Is & Why It Matters

Brand Philosophy

Jigger positions itself as a fun, inclusive, and culturally rooted drink brand. Rather than focusing on lineage, legacy, or heritage distillery prestige, the founders emphasize joyful simplicity: “no mixers, no chasers, no complications.” They describe themselves as “anti-alcohol” in the sense that they are against the unpleasant parts of conventional alcohol (like harsh burn), not opposed to alcohol itself. 

Founders & Origins

• The company is co-founded by Anubhav Khanna and Jashan Pahwa.
• They built Jigger under Madira Ventures, described as a “brand lab” for alcoholic beverage innovation.
• The founders do not come from a legacy distillery background; their idea emerged from experimenting with taste, memory, and Indian flavour narratives. 

The Product: Jigger Ready-to-Serve Shots

Variants / Flavours

Jigger’s initial launch includes three variants, each with a distinct flavour story:

1. Meetha Paan (Late Night) – Evokes the familiar sweet, cool, aromatic paan experience.
2. Coffee Toffee (Sneaky Treat) – A blend of caramel, milk chocolate, and coffee notes.
3. Litchi Rose (First Crush) – Bright, floral, fruity - inspired by youthful romance.

Alcohol Base & Ingredients

• Jigger shots are made from a triple-distilled spirit.
• The spirit is gluten-free.
• The formulation includes pure Himalayan water.
• The products are designed to be consumed straight or over ice, not meant as mixers.

Packaging & Design

• Two formats are available: a 750 ml “Celebration Bottle” and a 60 ml “Double Serve” bottle.
• The bottles are designed with Indian-inspired patterns and gold detailing, intended to feel festive, distinctive, and shareable.

Pricing, Launch & Distribution

• The 750 ml Celebration Bottle is priced between INR 1,670 and INR 1,900, depending on the state.
• The 60 ml Double Serve format is priced at around INR 200.
• Initial launch states: Himachal Pradesh and Uttarakhand.
• Upcoming rollouts are planned for Delhi, Haryana, and Goa.
• According to the Jigger website, more states are “coming soon.”

Regulatory Classification

• Jigger Shots are to be classified under Indian Made Foreign Liquor (IMFL) or Liqueur, depending on each state’s excise regulations.

Why This Is Significant

New Format for India

While RTD (ready-to-drink) beverages are growing globally, Jigger’s ready-to-serve shots bring a fresh, higher-ABV (spirit-level) format to Indian consumers. 

Cultural Relevance

By using flavours like Meetha Paan and Litchi Rose, Jigger taps into deeply Indian nostalgic motifs rather than relying purely on international flavour trends. 

Celebratory Design

The festive, design-forward packaging is crafted for social occasions, gifting, and photo-worthy moments.

Simplicity & Accessibility

The “no mixer, no chaser” philosophy caters to consumers who prefer convenience - pour and drink - without compromising on the alcohol experience.

Risks & Considerations 

• State-wise Availability: Even though Jigger has announced rollouts, its current presence is limited to a few states; wider availability depends on regulatory permissions.
• Consumer Education: As a new category, consumers may need time to understand and accept “shots” in a ready-to-serve spirit form, especially in a market less familiar with high-ABV RTD-style products.
• Excise Classification Variability: Since different states may classify Jigger either as IMFL or liqueur, pricing, taxation, and distribution could vary significantly.

Summing Up

Jigger’s launch of India’s first ready-to-serve shots represents a bold and culturally grounded play in the Indian alco-bev landscape. With triple-distilled spirits, gluten-free formulation, and three distinct Indian-inspired flavour variants, the brand is positioning itself as a celebration-first, design-led, and no-fuss alternative to traditional spirits. Priced competitively and launching in key states, Jigger could very well define a new category - one where “shots” aren’t just about the burn, but about shared moments rooted in memory and flavour.