Crafting the Spirit: An Interview with Varun Jain, Founder of Smoke Lab Vodka

An Exclusive Interview with Varun Jain, Founder, Smoke Lab Vodka, India’s first premium homegrown vodka brand

Join us for an interview with Varun Jain, Founder of Smoke Lab Vodka, India’s first premium homegrown vodka brand. We delve into his entrepreneurial journey and the vision behind this pioneering spirit.

What inspired you to create Smoke Lab Vodka, and what was the vision behind launching India’s first premium homegrown vodka brand?

Varun Jain: We brought Smoke Lab Vodka to the Indian market five years ago fuelled by a deep passion to craft authentic Make-in-India spirits celebrating our local ingredients and to redefine how the world sees Indian alcohol.

Smoke Lab Vodka was born with a vision to put India on the global map as a serious contender in the premium spirits space. For too long, India has been an importer of premium liquor rather than a producer.

I wanted to challenge and change that narrative by creating a vodka in our own backyard that not only meets the highest global standards but also stays deeply rooted in our country’s heritage.

Can you describe the process of developing Smoke Lab Vodka and what sets it apart from other vodka brands in the market?

Varun Jain:  Creating Smoke Lab Vodka was a long, meticulous process that took years of experimentation, refinement, and a relentless focus on quality.

We use superior-quality Indian Basmati rice as the base grain — a unique and intentional choice that gives our vodka a smoother, cleaner finish and a distinctively soft mouthfeel.

Importantly, Smoke Lab Vodka is distilled five times, which ensures exceptional smoothness, purity, and balance. This level of refinement helps eliminate any harshness while preserving the character of the ingredients.

What sets us apart is this potent combination of ingredients, 5x distillation, cutting-edge technology, and a design-forward approach to branding.

Every detail — from the bottle design to the flavour profiles — is driven by a philosophy of precision and sophistication.

What challenges did you face in establishing a premium vodka brand in India, and how did you overcome them?

Varun Jain:  One of the biggest challenges was changing consumer perception. Vodka in India has traditionally been seen as either mass-market or imported luxury — there wasn’t much room for a premium homegrown brand in the consumer’s mind.

Educating the market about what makes a vodka ‘premium’ and why ours deserves a place in that category — required a lot of storytelling, sampling, and strategic visibility.  

How do you ensure the quality and authenticity of your vodka, and what ingredients do you prioritise in the production process?

Varun Jain:  Quality starts with the ingredients — and we’re obsessive about sourcing. We use only the finest long-grain Basmati rice that we source from Punjab and Haryana and we distill it five times for exceptional smoothness.

The other ingredients we use — saffron is sourced from Kashmir. We ensure consistency, safety, and global compliance through strict protocols, certified audits, and advanced chemical analysis  

How do you approach marketing and branding for Smoke Lab Vodka, especially in a competitive landscape?

Varun Jain:  We don’t just sell vodka — we create an idyllic setting for a new generation of consumers to experience pure, authentic flavours that reflect India’s distinct culture, whether in the taste of our spirits or our design sensibilities. 

Marketing-wise, we look at a multi-pronged approach: from experiential events and collaborations to digital storytelling and global award submissions. We also take pride in letting our products speak for themselves.

Our packaging, our flavors, our mixability — they create word-of-mouth momentum organically.

Of course, winning international awards like 2025 SIP Awards and 2024 Spiritz Achievers Awards have greatly elevated our brand recall and validated our position in global markets.

How do you see the Indian vodka market evolving, and what trends do you think will shape its future?

Varun Jain:  The Indian vodka market is at a tipping point. There’s a clear shift in consumer preference towards quality, provenance, and experience.

We’re seeing more discerning drinkers who are curious, experimental, and willing to trade up. Trends like flavoured vodkas, sustainability in production, and low-calorie spirits are all picking up pace.

We also anticipate a growing demand for brands that tell a story — not just about taste, but about culture, creativity, and authenticity.

India is a young country with a fast-evolving palate — and I believe homegrown premium brands are poised to lead this new era.

What are your long-term goals for Smoke Lab Vodka, and how do you envision expanding the brand both domestically and internationally?

Varun Jain:  Our long-term goal is to make Smoke Lab Vodka a global symbol of Indian craftsmanship — much like how Japanese whisky or French cognac represent their countries.

We are already present in key international markets like the US, UK, and UAE and we’re expanding rapidly.

Domestically, we’re working to build a stronger connection with consumers through more retail visibility, curated experiences, and limited-edition releases.

Internationally, the focus is on partnerships, distribution, and cultural integration. We want Smoke Lab to be on the backbar of every top-tier bar and in the hands of curious, sophisticated drinkers around the world.

What advice would you give to aspiring entrepreneurs looking to enter the beverage industry?

Varun Jain:  The beverage industry is equal parts art, science, and hustle. My biggest advice would be: know your ‘why.’

 This industry can be extremely competitive and capital-intensive, so you need a clear vision and an unshakeable belief in your product. Also, be prepared to play the long game.

Success doesn’t come overnight — especially if you’re trying to build a premium brand. Invest in quality, surround yourself with people who understand the nuances of the business, and always, always listen to your consumers. They’re your best compass.

Varun Jain’s story embodies innovation and dedication. His commitment has not only built a successful brand but also significantly elevated India’s standing in the global premium spirits market.

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