Crafting Success: An Interview with Mirat Rajguru of Gradient Beverages

An interview with Mirat Rajguru, Founder & Managing Director of Gradient Beverages

In this exclusive interview, we sit down with Mirat Rajguru, the visionary Founder and Managing Director of Gradient Beverages.

With a passion for innovation and sustainability, Mirat has transformed the beverage landscape, creating unique flavors that resonate with consumers. She shares his journey, insights into the industry, and the driving forces behind Gradient Beverages’ success.

Can you share the story behind the founding of Lucid and what inspired you to start this venture?

Mirat Rajguru: Lucid was born from both curiosity and constraint. I grew up in Rajkot, Gujarat—a dry state with no legal access to alcohol. While most people saw this as a limitation, it became an opportunity for me to approach the world of spirits differently.

My interest in understanding the craft behind alcohol led me down a path of tasting, learning, and eventually creating. After years of exploration, I wanted to introduce a vodka that broke stereotypes—something smooth, spiritual, and balanced.

That vision became Lucid Vodka—a cosmic escape in a bottle that helps you find your Moment of Clarity.

What unique challenges did you face in the early stages of building Lucid, and how did you overcome them?

Mirat Rajguru: Navigating the alcohol industry as a first-time founder is like learning to swim in a stormy ocean—regulations, logistics, licenses, and social perceptions all come at you at once.

But the biggest challenge was changing the narrative around vodka. It’s often seen as a party fuel, associated with chaos and foggy memories. Convincing people that vodka could be smooth, elevated, and even spiritual required relentless storytelling, sampling, and a whole lot of patience.

How does Lucid differentiate itself from other companies in the industry, and what is your unique value proposition?

Mirat Rajguru: Lucid isn’t just another vodka—it’s a feeling, an identity. We’re speaking to a generation that doesn’t want to drink for the sake of getting drunk. They want to experience something—clarity, connection, creativity.

Our vodka is filtered multiple times through activated charcoal, silver, and platinum to give it unparalleled smoothness.

But beyond the liquid, our brand lives in cosmic visuals, immersive events, and a voice that feels like your late-night thoughts written on stardust. We’re here to elevate how India experiences vodka.

Can you share the process of developing Lucid’s signature flavor profile and what makes it stand out?

Mirat Rajguru: We spent over a year fine-tuning Lucid’s taste. Our goal was simple: make the smoothest vodka possible without the heavy price tag.

The base is crafted with high-grade grain spirit and then filtered through activated charcoal, silver, and platinum in a multi-step process.

Every step was about removing harshness without losing depth. The result? A silky, clean vodka that goes down easy and leaves no bitter trail—perfect for both sipping and mixing.

How do you envision the future of Lucid, and what are your long-term goals for the company?

Mirat Rajguru: Lucid is still in its early orbit. In the short term, we’re expanding across Maharashtra and eyeing Karnataka. But long-term? We want to be more than a vodka—we want to be a lifestyle brand.

Think cosmic experiential spaces, clarity-meets-party nights. Our goal is to shape how modern India drinks—not chaotically, but consciously. We want Lucid to be the name people think of when they want a night to remember, not regret.

What advice would you give to aspiring entrepreneurs looking to enter the beverage industry, particularly in the spirits sector?

Mirat Rajguru: Get ready for the long game. This industry is layered with rules, responsibilities, and resistance. You’ll need patience, passion, and an ability to pivot quickly. But most importantly—know your ‘why’.

People don’t buy alcohol, they buy emotion. They drink to celebrate, to unwind, to connect. If your product doesn’t resonate with that feeling, it won’t stick. Build something meaningful, and the market will feel it.

Mirat Rajguru’s commitment to quality and creativity continues to shape the future of Gradient Beverages. Her insights inspire aspiring entrepreneurs and highlight the importance of adaptability in a dynamic market.

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