Varun Jain, Founder & CEO, Smoke Lab & Sanya V. Jain, Co-Founder of Smoke Lab, Creative Director of Smokelab Wear discuss the brand’s global rise, design-driven philosophy, & bold plans across vodka, lifestyle and sustainability
Smoke Lab began as a bold challenger brand in India’s spirits market. How would you describe the journey so far? What shaped your position in the premium vodka space?
Varun: It’s been an incredible journey. From day one, we wanted to build a homegrown Indian brand that could confidently go global—and today, we’re proud to have achieved that. Our portfolio, from the Classic to the flavoured vodkas and now Liquid Gold, reflects years of creativity and craftsmanship. Every step has required consistency, teamwork and belief. The recognition we’re receiving internationally keeps us motivated. There’s still so much we’re looking forward to.
Smoke Lab is gaining strong traction both in India and internationally. Could you share insights on your revenue scale, market presence and growth outlook for the next 2–3 years?
Varun: We launched in 2019–20—right in the pandemic—and people jokingly called us a “COVID brand”. But we grew quickly. By year two, we saw double-digit growth. As of 2025, we’ve sold over 150,000 cases in the US alone. For a young Indian brand, it’s big—but the US market still has massive potential.
We’re present in 11 US states but are prioritising five—New York, California, Florida, Texas and Nevada. These markets can drive huge volumes. Beyond the US, the Middle East is performing well. We’re opening the UK and parts of Europe strategically, and Southeast Asia is next. Australia will follow in a couple of years.
With premiumisation shaping alco-bev consumption, what consumer trends are defining the vodka category today? How is Smoke Lab staying ahead?
Sanya: Consumers care deeply about what they’re drinking. Clean, pure, responsibly made vodka resonates strongly now. Our focus on innovation and craftsmanship sets us apart.
People also connect with stories and experiences, not just the drink. Every Smoke Lab product has an emotional thread—expressed through design, purpose and luxury. We believe in conscious indulgence and creating a lifestyle around the brand rather than just a bottle.
Smoke Lab’s flavours and design sensibility stand out. What new launches or limited editions can consumers expect? And will Smoke Lab Wear expand too?
Varun: Our latest launch, Smoke Lab Liquid Gold, is India’s most luxurious vodka—two years of R&D went into it. We always aim to be two steps ahead and have another very special product lined up for March–April. We have around 12 flavours in the pipeline, but we keep things highly confidential to avoid leaks.
Our flavour philosophy is unique. While most brands go fruity, we chose Indian botanicals: aniseed, saffron, green chilli mango—flavours connected to our culture and palate. The response, especially in blind tastings, has been fantastic.
Sanya: People think they’re drinking a picante when they try green chilli mango! And the saffron flavour aligns perfectly with the global craze for “golden” drinks. The world is fascinated by Indian ingredients, especially in the US.
And Smoke Lab Wear—should we expect category extensions there?
Sanya: Absolutely. Smoke Lab Wear will evolve with capsule collections and collaborations across fashion, art and lifestyle. We’ve partnered with designers like Lovebirds, Kanijo and Prakkar, and these limited drops sell out quickly.
Everything is sustainable, gender-neutral and high-quality. Creativity with purpose guides all our decisions.
Varun: It reflects the new-age, responsible Smoke Lab culture.
Sustainability is an important pillar for the brand. Tell us about Smoke Lab Water and your environmental commitments.
Varun: We were the first in India to launch canned water. It’s spring water, sustainable and sourced directly. Educating consumers takes time, but it’s worth it. Our distilleries are carbon-neutral and zero-discharge. That’s important, especially now when people care about environmental responsibility.
Sanya: Delhi’s AQI is 1,000 today—so sustainability is no longer optional. People need better choices in fashion, water, and alcohol. We want to give them the best Indian alternatives.
Smoke Lab has strong international momentum. What does your expansion roadmap look like globally and in India?
Sanya: The US remains our biggest focus.
Varun: It’s the world’s largest vodka market, and we’ve cracked it. Next, the UK is a priority—followed by Europe and Southeast Asia. Singapore will see a relaunch.
In India, South India is key. We’ve already entered Andhra Pradesh and Telangana, and are working on Tamil Nadu, Kerala and Karnataka.
What’s your current India footprint?
Varun: We’re present in UP, Delhi, Haryana, Punjab, Rajasthan, Maharashtra, Goa and Chhattisgarh. Northeast opens early 2026, and West Bengal by April.
How important are cultural collaborations, hospitality partnerships and lifestyle verticals to your brand-building strategy?
Varun: Collaborations allow us to express the brand beyond alcohol—through art, food and design. For example, Smoke Lab Water and Smoke Lab Wear help build a larger lifestyle universe. Partnerships with chefs, designers and artists strengthen our cultural footprint.
Sanya: We’re building a long-term legacy. It’s about sustainable fashion, premium water, and world-class vodka—showcasing that India can produce the best.
You also mentioned developing a Smoke Lab Experience Centre in Punjab. Tell us more.
Sanya: It’s going to be one-of-a-kind—futuristic, immersive, and designed for global visitors. Like visiting a Scotch distillery or a luxury fashion house’s atelier.
Varun: People will learn the journey from grain to glass—touch the rice, understand the distillation, taste the product. When people witness the craftsmanship, belief in the brand skyrockets.
So what does the Smoke Lab journey look like ?
Sanya: This is just the beginning. We’ve already crossed 150,000 cases in the US, and there’s so much more to come.
Varun: And we’re proud that an Indian vodka is competing with—and often beating—international brands in quality.
