Blending tradition and innovation: Those Good Distillerss redefining India’s place in the world of fine spirits

Karishma Manga Bedi, Founder and CEO, Those Good Distillerss talks about Idaaya, the multi-award-winning Himalayan sipping rum from India’s artisanal spirits house. Born from ancient Indian wisdom and inspired by the mystique of the Himalayas, Idaaya is a mindful expression of India’s natural and spiritual heritage – blending craftsmanship, sustainability, and mindfulness in every sip. Idaaya derives its unique character from 12-year-old rum aged in Bourbon casks and pure Indian rum, blended in a Solera system in Sal wood casks, whilst using ancient methodologies that adds to the depth of flavour, with rich aromas to nose.

Since its debut, the rum has earned a trail of prestigious accolades, including Double Gold at the International SIP Awards 2024, Gold at International Spirits Challenge 2024 and The Rum & Cachaça Masters 2025 Silver at The Asian Spirit Masters 2024 and Bronze at International Wine & Spirits Competition 2024, standing tall among the world’s finest. “Our vision at Those Good Distillerss is to create speciality spirits those that represent India,” Karishma told the Bizz Buzz

How has the brand fared in the marketplace?

Idaaya is a small batch production rum that is made unhurriedly and uncompromisingly. We use ancient Indian methodologies in our processes that is accompanied with the best-in-class Solera method to bottle our rum.

The end result is a product that is highly nuanced and upon tasting is a true discovery. The creation and launch of Idaaya was an audacious move, one that created curiosity for it and aided by a steady growth in Travel Retail especially when benchmarked against international brands.

Repeat consumption has allowed us a small but growing base for loyal patrons for whom the exceptional quality of our spirit has strongly resonated.

What has been the journey of Those Good Distillerss since its inception?

Our vision at Those Good Distillerss is to create speciality spirits those that represent India or those that bring the best to India. Spirits that are crafted without compromise and are compelling in their story and taste.

We create for joy and passion and are committed to deliver an elevated experience with Idaaya and our new spirits that will be revealed in the near future.

How do describe the rise of mindful drinking and India’s evolving spirits landscape?

We believe that taste is the true testament of the product and the promise of quality is what will drive consumer sentiments in the future. There has been a consumer shift that is taking place at a global level, towards more mindful consumption at large, the same is also being seen in the alcob-bev industry.

For us that translates to drinking less but better. Better in quality of ingredients, complexity and sophistication in taste and packaging which is making way for spirits that are more nuanced and have a novel approach while being authentic.

What is the craft philosophy behind Idaaya and its connection to Indian heritage?

At Idaaya, we have taken the best of the age-old and new world techniques to create a rum that has exceptional character. During our research we found that the oldest reference to a drink made by fermenting and distilling a drink from sugarcane juice was done in India.

Our ancient books, the Arthashastras make reference to this as a kind of Amlasidhu. Inspired by this, we are using two techniques to treat our casks, which is proprietary to Idaaya, Lepam and Dhoopam. Historically, these were done to treat, disinfect and close gaps in the casks.

Such treatments also allow the casks to take on distinct characteristics based on the ingredients used, which in this case are all indigenous to India. Additionally, we choose to work with Sal wood casks for our Solera bottling which is indigenous to India and also grows at the base of the Himalayas.

What is the consumer response to the Indian culture narrative?

From the onset, our vision has always been to build brands that elevate the spirits experience. Idaaya has aimed to do just that by ensuring the use of ancient Indian philosophy and technique in how our liquid is treated, the beauty of our decanter like bottle with the Himalayas flutter across it, and the narrative for our brand which is proudly from India.

We want this modern representation of India to be taken the world stage where it sits right next to some of best brands from across the world.

Today, there is an appreciation for a sensibility that is modern in context yet rooted in culture and I think the appeal for this is evident with the Indian and International Awards that the brand has been awarded in the year since its inception.

How is the brand redefining Indian premium rum on the global stage?

Idaaya as distinctive edge and a point of differentiation from other rums not just in India but globally too. Given the brand philosophy combined with a qualitative and compelling spirit, Idaaya has been the first of its kind to showcase a prestige rum for India.

Idaaya has also won many International prestigious awards, those that have been judged by Industry leaders and consumers alike including a Double Gold at the SIP Awards USA, Gold at International Spirits Challenge, The Rum and Cachaca Masters, Silver at The Asian Spirits Masters, London Spirits Competition and Bronze at The International Wines and Spirits Competition, World Rum Awards and San Francisco World Spirits Competition.

In which states is this brand currently available?

The brand is currently available across Travel Retail at Duty Free in New Delhi, Mumbai and Benglauru.

In addition to this Haryana is the first state in India where Idaaya is currently available. It will be available across key metros in 2026.

What is the impact on the brand as it marks a significant milestone with its retail debut in Gurgaon?

For the last year, we have been asked to expand our distribution beyond Travel Retail by consumers who have experienced the brand whilst travelling via Duty Free.

Our launch in Haryana brings us one step closer to allowing discerning consumers to experience the brand along with our commitment and promise to uncompromised quality and character of spirits that are exceptional and truly champion “less, but better."