Some entrepreneurs spend years preparing for a particular industry, while others discover opportunities where few people are looking. For Anubhav Khanna, the alcobev industry was never part of the original plan. His journey began in management consulting, but a combination of curiosity, global exposure, and a desire to create something uniquely Indian eventually led him to co-found Madira Ventures.
Today, as the CEO and Co-Founder of Madira Ventures, Anubhav Khanna is helping redefine how modern India celebrates. Through Jigger, India’s first Ready-to-Serve shots brand, he is creating products inspired by Indian culture, memories, and moments of joy.
In a recent interaction with Business ViewPoint, Anubhav Khanna shared insights into his entrepreneurial journey, the evolution of India’s alcobev industry, and his vision for building Indian brands with global appeal.
Q: Anubhav Khanna, as the Co-Founder and CEO of Madira Ventures, what inspired your journey into the beverage industry, and how has your leadership vision evolved while building the company in India’s highly competitive market?
My journey into the alcobev industry was unconventional. I came from consulting, having worked with Deloitte in the United States and Canada, followed by experience with a SoftBank-backed unicorn in Silicon Valley. Those experiences taught me to look at systems and opportunities rather than industries.
When I studied the Indian alcohol market, I saw a group of consumers that had largely been overlooked. Traditionally, the industry focused on habitual drinkers and connoisseurs. But I believed there was a third group, the celebrators. These are people who don’t drink to drink — they drink to celebrate. A toast. A shared moment of joy. That’s the celebrator, and almost nobody had built a product for them.
Living and working across the United States, Canada, Mexico, South Africa, and India also gave me a deeper appreciation of how alcohol can reflect culture. That curiosity inspired a larger mission: to create something proudly Indian that could stand confidently on the global stage.
Building a business in India also transformed my leadership philosophy. I learned that trust, relationships, and compliance matter just as much as the product itself. In this industry, repeat sales matter more than the first sale because it reflects trust that has been earned.
Q: Innovation has become a defining factor in the modern beverage sector. How is Madira Ventures differentiating itself through product innovation, consumer experience, sustainability, or market strategy?
Our approach started with a simple question: What would alcohol look like if it were designed around how India celebrates?
Instead of entering an existing category, we created one. Jigger became India’s first Ready-to-Serve shots brand.
We worked with distillers, flavour scientists, and experts across India, Canada, and the United States to create a triple-distilled, gluten-free spirit blended with Himalayan water. The goal was to remove the barriers that many consumers associate with alcohol and create something enjoyable without requiring mixers or chasers.
Our flavour strategy was equally intentional. We wanted to create emotional connections through familiar tastes.
Some of our signature flavours include:
Flavours Inspired by Indian Memories
- Meetha Paan: the cultural sign-off of every celebration in North India.
- Coffee Toffee: the nostalgic warmth of childhood toffees.
- Litchi Rose: capturing the refreshing sweetness of ice golas during summer afternoons.
- Spiced Tamarind: bright tamarind tang, natural sweetness, and a subtle savoury spice.
From a market perspective, we focus heavily on building strong relationships and distribution networks. In a highly regulated industry, those relationships are just as valuable as financial capital.
Q: The beverage industry is witnessing rapid shifts in consumer preferences and market trends. How do you ensure the company stays ahead of industry transformation?
I believe the best insights come from the ground, not from reports alone.
We learn by speaking with consumers, bartenders, distributors, and retailers. Watching people’s reactions and listening to their experiences provides information that surveys often cannot.
Being an outsider to the industry actually became an advantage because I arrived without inherited assumptions. That allowed me to ask questions that many insiders had stopped asking.
Internally, we’ve built a culture where everyone is encouraged to challenge ideas. We believe innovation depends on openness and psychological safety. Great ideas can come from anyone, regardless of title or experience.
Q: What key business values and leadership principles guide your decision-making while scaling the company?
Three principles guide almost every decision I make.
- Your Word Is Your Foundation: Trust is essential. I believe in under-promising and over-delivering because reputation compounds over time.
- There Is No Perfect Time: Waiting for certainty often means losing opportunities. Progress requires calculated boldness.
- Patience Is a Strategy: In a world that celebrates speed and visibility above everything else, I measure progress in foundations laid, not headlines generated.
Q: Could you share some major milestones and challenges that have shaped Madira Ventures’ journey?
Building an entirely new category has been exciting and humbling. Every decision began as a hypothesis, and we continue to learn from the market every day.
One of the moments I value most was when someone tasted Jigger and said it reminded them of home. That was a powerful validation because it confirmed that we had created something emotionally meaningful.
Another important milestone was securing excise approvals across multiple states for all four Jigger flavours. In India’s alcohol industry, those approvals represent much more than compliance. They are foundations for long-term growth.
The greatest challenge has been learning to trust the voice of the customer over conventional wisdom. When you’re building something new, customer feedback becomes your compass.
Q: You were recognized at the Bharat 2.0 event with the title “Outstanding Leader in Beverage Industry Innovation – 2026.” What does this recognition mean to you?
My first thought was that this recognition belongs to the team.
Building something entirely new requires people who believe in the vision long before there is proof. I have been fortunate to work alongside individuals who trusted the mission
I am grateful to the organizers and to Dr. Kiran Bedi for presenting the award. Receiving this recognition at an event focused on India’s future builders felt especially meaningful.
More than anything, it reassured me that we are moving in the right direction.
Q: Looking ahead, what is your long-term vision for Madira Ventures, and what message would you like to share with aspiring entrepreneurs?
My long-term vision is simple — make India proud on a global stage through innovation that is truly Indian. Not an Indian version of something Western. Not a novelty export. Something built from our own culture and memory that the world wants on its own merit.
Jigger Shots is only the beginning.
To aspiring entrepreneurs, I’d say this — clarity and confidence are not prerequisites. They are things you earn by doing. Everybody is scared. Most leaders don’t know how it’s going to work out either. You just have to have faith and start. And enjoy the journey itself — success is a fraction of it, .1% or less. If you’re not finding meaning in the building, no outcome will feel worth it.
