Jigger wants to call the shots

Mr. Anubhav Khanna, founder of Jigger in an interview talks about– India’s first ready-to-serve shots brand. Given your platform's focus on consumer trends and emerging categories, we believe Jigger’s story of breaking norms and creating a new space in India’s alcobev market.

With the liberalization of the economy, Indian consumers have been exposed to global brands, leading to increased aspiration levels and spending power. The premium segment of both white and dark spirits is witnessing the entry of new Indian brands targeting an upwardly mobile, aspirational demographic. These consumers are experimental, possess a nuanced palate, and seek new flavors. More importantly, they are connoisseurs who appreciate quality.

By 2034, the alcohol market in India is expected to touch $112.34 billion, reflecting a compound annual growth rate (CAGR) of 7.2% over the next decade. Spirits still continue to lead the way with gin being the recent entrant into the mix, followed by beer and wine.

With competition on the rise and greater money to be made overall, brands are having to come up with differing solutions to reach out to their end consumer. Events have been a common touch point for several brands of late to meet their consumers but also use it as a platform to showcase products.

In the late '80s and early '90s, shots became a nightlife staple, driven by brands like Patron Tequila and Jägermeister. Patron elevated tequila to a premium status, while Jägermeister turned shot-taking into an event with its distinctive flavor and popular cocktails.

The 2000s introduced flavored innovations with brands like Fireball and Skrewball, expanding shots' appeal beyond traditional drinkers. Fireball’s spicy kick and Skrewball’s playful peanut butter twist attracted a new audience seeking unique experiences.

Today, the trend leans towards premium and craft offerings, with consumers favoring high-quality, artisanal products. Additionally, there's a growing demand for health-conscious and sustainable options, reflecting broader shifts towards quality and environmental awareness.

Could you please share the background of the company and a brief profile of the founder, particularly in the alcobev industry?

Jigger was created under Madira Ventures, an alcobev brand lab built with the spirit and agility of a Silicon Valley startup. Its mission is simple — to support alcobev innovation for and from India by building products and brands that will make the country proud on the global stage.

Anubhav Khanna and Jashan Pahwa, Co-Founders of Jigger, don’t come from a legacy distillery — just a shared idea that Indian craft deserves a seat at the global bar. Anubhav grew up across Punjab and Himachal, as the 1990s weren’t always safe for Hindu families in his hometown, Srinagar. His professional journey began in strategy consulting with Deloitte across Chicago, Toronto, and Vancouver, followed by building new ventures at Elemy, a Silicon Valley kids metal health unicorn.

His passion for spirits began with a chance whiskey tasting in Brooklyn, where he first realized how a drink could carry memory and meaning. But it was an article titled “Why India Isn’t Known for Its Alcohol” — which argued that India’s absence on the global stage stemmed not from a lack of craft but from colonial-era policies — that truly lit a fire.

Jashan, originally from Patiala, is a Chartered Professional Accountant (CPA) and seasoned entrepreneur who runs a successful Fractional CFO and Accounting practice in Vancouver. He was the first believer when all Anubhav had was an idea. Together, they are building Madira Ventures — part brand studio, part innovation engine.

What inspired you to choose the product category ‘Shots’?

We wanted to make celebrations effortless. Most alcohol asks you to mix, chase, or power through the burn — we just took all that away. Jigger was built for the way India actually celebrates: spontaneous, loud, and full of heart. Ready-to-serve shots felt like the perfect format — pour, share, and you’re part of the moment. We stripped out the alcohol smell, minimized the burn, and aftertaste, and rebuilt the entire experience with smooth, nostalgic tastes people already love. We built Jigger for moments that start with laughter, not instructions.

Could you explain the story or meaning behind the name “Jigger”?

A jigger is the bartender’s classic tool for measuring a pour — simple, precise, and effortless. That’s exactly what Jigger stands for. You don’t need mixers, rituals, or overthinking — just measure how much you want, pour, and you’re ready to celebrate.

But the name means much more than that. My family is from Srinagar, though I grew up mostly across Punjab and Himachal. In Punjabi, Jigger means guts; in Urdu, it means heart. It’s what my Kashmiri khalas (aunts) used to call us when we were young — “kya khao ge, Jigger?”

So when it came to naming the brand, it felt right. Jigger carries both precision and passion, courage and warmth — the guts to start something new in the Indian alcobev industry, and the heart to pour it with love. It’s not just a name; it’s who we are.

Could you describe the nature of the shots product?

Jigger Shots are India’s first ready-to-serve (RTS) shots — a spirit built for simplicity and celebration. Every pour is smooth, bold, and meant to be enjoyed straight up or over ice — no mixers, no chasers, no rules.

We like to call Jigger the first Anti-Alcohol, Alcohol Brand. Not because we’re against alcohol, but because we’re against everything people dislike about it — the smell, the burn, the aftertaste, the over-complication. We removed all of that and replaced it with layered, nostalgic tastes that you will want to remember.

Each variant — Meetha Paan, Coffee Toffee, and Litchi Rose — is triple-distilled, gluten-free, made with pure Himalayan water and no artificial flavors, and crafted to capture the joy and spirit of India in one ready-to-pour bottle.

Are you considering entering the fruit wine category?

We’re exploring a few exciting collaborations that extend Jigger’s ready-to-serve philosophy into lighter fruit-based formats. It’s early, but the idea is simple — keep reimagining how India celebrates, one bottle at a time.

Pack size and usage

Jigger Shots are available in two formats: a 750 ml Celebration Bottle priced between ₹1,670 – ₹1,900 (depending on the state) and a 60 ml Double Serve priced around ₹200. The 60 ml format offers two ready-to-serve pours — compact, convenient, and made for sharing — not single-use disposables.

Which category of liquor will the shots fall under?

Jigger Shots will be registered as "Indian Made Foreign Liquor (IMFL)" or "Liqueur", depending on individual state excise laws.

In which states do you plan to make the brand available?

Jigger is launching first across Himachal Pradesh and Uttarakhand, with active rollout plans for Haryana, Delhi, and Goa in the coming months.