By Neha Mehrotra
08-Mar-2025
By Neha Mehrotra
On a warm, sunny afternoon in Delhi, I found myself about to do something quite unconventional—uncork a bottle of whisky in the middle of the day, not for a celebration but for the sheer experience of it. As someone who typically reserves whisky for special occasions, I was prepared for the usual strong hit of alcohol. But with the first sip of Soorahi, I was taken aback—no harsh burn, no overpowering vapours, just an incredibly smooth and balanced taste.
“That’s exactly what we are set out to achieve with Soorahi,” said Ankur Sachdeva, Co-founder and CEO of Uppal Brewers & Distillers (UBD), reacting to my surprise. And as I sat down with him and Kanhav Uppal, the duo behind UBD for an exclusive conversation, it became clear that they haven’t just launched another whisky; they’re redefining the premium spirits' experience with Soorahi - Finest Blended Indian Whisky.
Here are the excerpts from the conversation:
1. What’s the meaning behind the name Soorahi?
Kanhav Uppal: Soorahi is derived from two Hindi words—‘Soo', meaning good, and 'Rahi,' meaning traveler. It symbolizes a journey, embodying the spirit of exploration while serving as a trusted companion along the way.
2. What inspired you to foray into the whisky market, and what makes you stand out from the competition?
Kanhav Uppal: It was always my father’s dream to get into the Alco-Bev business. When I moved back to Delhi about two years ago and started working with him in real estate, we decided to start this venture. We chose whisky as our first product because the demand for Indian-made whiskies is booming. The 25-to-35 age group is growing, and with rising disposable incomes, people not only have the willingness but also the means to spend on premium experiences. Unlike before, consumers today are open to experimenting and trying new brands. That’s where Soorahi comes in. We’re a product-first brand, focused on delivering a high-quality, authentic whisky experience. Accordingly you’ll find that our malt content is higher than what you will find even in the most deluxe and also above the Scotch whiskies.
3. How would you describe the flavour profile of Soorahi?
Ankur Sachdeva: The beauty of Soorahi lies in its design and craftsmanship. It's smooth, approachable, and perfect for anyone trying whisky for the first time or any seasoned premium whisky drinker. With every sip you take, the flavours gradually change. It's got a sweeter and more balanced profile. There's no burn and alcohol vapour hitting you. Our master blender, Mr. Prabhat Barik, who's been in this business for a very long time, wanted to create something that is very approachable and easy to drink but that doesn't mean it's an entry-level regular whisky; in-fact it's a very layered drink with depth to be discovered by a discerning premium whisky consumer. Because it's not overpowering, it's easy to have it before or during a meal. It goes great with all kinds of cuisine, but our personal favourite is Indian cuisine. It's a great desert whisky as well because of the sweetness that comes out.
4. Can you walk us through the packaging of the bottle and how it reflects the brand’s philosophy?
Ankur Sachdeva: At the very top of our bottle, you’ll find the North Star—a symbol of guidance and dependability for every traveller. We’ve also incorporated a compass, reinforcing the idea of direction and discovery. These symbols represent the journey, whether it’s an external adventure or an internal transformation. That’s the essence of Soorahi: a brand that resonates with personal evolution and meaningful experiences. The wave at the bottom of the bottle represents the highs and lows of life, but with Soorahi as your companion, those moments become smoother, richer, and more memorable.
Beyond its story, our bottle stands out in its category. We have spared no expense in delivering the best and have used the heaviest glass for any premium Indian whisky or bottled-in-India whisky so far. Also, we have sourced our closures from Ukraine, crafted by Guala, an esteemed Italian company.
5. With whisky’s growing popularity, many consumers are drawn to it without fully understanding the craft behind it. How do you plan to address this and raise consumer awareness?
Kanhav Uppal: Today, people seek whisky that offers an authentic experience—something with a story. In the past, choices were often based on brand names or price points, but that’s changing. In educating people about whisky, it’s essential for consumers to understand the variations in taste, the elements that set one apart from another, and what ultimately makes one better than the other.
To address this, we’re developing a brand advocacy program. First, we want to ensure a strong distribution so that our whisky is widely available at key points of sale. Once that foundation is in place, we’ll focus on educating both trade partners and consumers. We also host tasting events for both consumers and trade, offering firsthand whisky experiences.
6. You started out with Delhi. What drove this decision, and what’s the roadmap for expansion across India?
Kanhav Uppal: We started in Delhi because we've been in this market for the past 45 years. We know the whole pulse of the market and what the consumers want. But now we are planning to expand to neighbouring states like Haryana and Uttar Pradesh and get into duty-free markets. Eventually we would love to do something with south, or east and northeast India, and a medium- to long-term goal will be getting into exports, especially the countries with a large Indian population. We're also exploring new variants and considering a whisky in a different price segment. The other projects are in the pipeline, and over the next 12 to 18 months, we aim to bring these plans to life.
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