Created by Anubhav Khanna and Jashan Pahwa and developed in small tasting rooms rather than boardrooms, Jigger’s Litchi Rose, Coffee Toffee and Meetha Paan shots are redefining what alcohol means to a new generation
For generations, alcohol branding has revolved around heritage, burn, and endurance. It was about ageing, smoky aftertastes, complicated cocktails, and rituals that often demanded decoding. Jigger enters this space not to follow that path, but to rewrite it entirely. India now has a brand that reimagines alcohol not as a challenge to survive, but as an experience to enjoy.
Jigger is positioning itself as the anti-alcohol, alcohol brand. Not because it opposes alcohol, but because it removes the typical barriers that often come with it. There is no harsh burn. No overpowering aftertaste. No outdated machismo. Instead, it introduces a flavour-first, experience-led approach to drinking that is joyful, inclusive, and rooted in Indian memories.
Jigger Shots, the brand’s debut line, marks the arrival of India’s first ready-to-serve (RTS) shot format. The trio of initial flavours are storytelling in a bottle: Litchi Rose (First Crush), Coffee Toffee (Sneaky Treat), and Meetha Paan (Late Night). These aren’t just taste profiles; they are curated cultural references. Litchi Rose captures the thrill of first love. Coffee Toffee evokes birthday candies and caramel secrets. Meetha Paan recreates a nostalgic pause on long drives through India’s highways. Each one is triple-distilled, gluten-free, and made using pure Himalayan water.
There is no need for chasers, no mixers required. These 60 ml double-serve shots and 750 ml celebration bottles are designed to be served straight, poured over ice, or passed around at a party. The goal is simplicity without sacrificing character. Jigger doesn’t just rethink what’s inside the bottle, it transforms how the bottle looks and feels.
The packaging draws inspiration from Indian fashion and jewellery. Rich colours, gold accents, and intricate patterns make each bottle festive and photogenic. Where most alcohol brands aim for understatement, Jigger aims to celebrate. The design intention is clear: these bottles belong on dance floors, in reels, and in the hands of people who want to mark a moment.
Jigger’s launch rollout is equally thoughtful. It begins in Himachal Pradesh and Uttarakhand, followed by Delhi, Haryana, and Goa. By mid to late 2025, availability will expand state by state. The pricing is deliberate. The 750 ml bottle ranges from INR 1,670 to INR 1,900 depending on state taxes, while the 60 ml double serve is priced around INR 200. This places Jigger in a sweet spot: premium yet accessible, festive but not fussy.
The ambition behind the brand is larger than just one product. Jigger is envisioned as the foundation of an Indian ready-to-drink (RTD) and ready-to-serve (RTS) movement. A category that’s currently underdeveloped in India, but brimming with potential. Future plans include seasonal variants, new flavour collections, and collaborations with Indian artists, fashion designers, and musicians to deepen the brand’s cultural connect.
At its heart, Jigger is built on emotion and experimentation. Founders Anubhav Khanna and Jashan Pahwa didn’t come from legacy distilleries. They started with a single idea: that Indian taste and storytelling deserve their own place at the global bar. Their journey began in modest tasting rooms where they mixed, tested, discarded and refined until they landed on the perfect balance of taste, design, and identity.
“Jigger is India in a bottle,” says Anubhav Khanna, Co-Founder and CEO. It’s not just a drink. It’s our memories, our celebrations, our flavours. We built something that fits how we actually party and connect with friends. It should feel like a part of the moment, not a distraction from it.
Unlike many imported brands that market western rituals to Indian consumers, Jigger creates something that feels familiar and fun from the first sip. Its storytelling-forward identity also makes it stand out in a category where much of the communication is still masculine, exclusive or overly serious. Jigger’s tone is deliberately vibrant, nostalgic and playful. It invites consumers to pick flavour over formality.
The RTS format is especially significant in a country where mixers and elaborate glassware are not always accessible or desired. With Jigger, the drink is the moment. And the accessibility of that moment in taste, design and pricing is what makes the product special.
The brand’s launch comes at a time when the Indian consumer is redefining their relationship with alcohol. Younger generations are more driven by discovery, aesthetic experience and connection. Jigger taps directly into that psyche. It doesn’t preach moderation or rebellion. It simply makes the experience easier, smoother and more Indian.
Looking ahead, Jigger is not just releasing new flavours. It is setting the stage for a broader lifestyle ecosystem. Events, pop-ups, co-branded products and creative campaigns are all in the works. Everything is anchored in a core belief: alcohol can be rooted in tradition, rich in flavour, easy to enjoy and entirely Indian.
As India steps into a new era of celebration, Jigger offers a bottle that pours memories, connects people and invites the country to drink not more, but better.
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