By Abhya Adlakha
06-Mar-2025
By Abhya Adlakha
In the dynamic landscape of India's spirits industry, Mirat Rajguru emerges as a disruptive force challenging traditional norms.
She isn't your typical spirits entrepreneur. Growing up between cultures—from Gujarat's conservative backdrop to international experiences in Dubai, Switzerland, and Australia—she developed a complex lens on drinking culture that defies simple narratives. Her venture, Lucid, emerges not from traditional industry apprenticeship, but from a keen observation of market gaps and a generation's evolving relationship with alcohol: seeking quality, transparency, and an experience beyond mere intoxication.
Rajguru's pragmatic idealism distinguishes her. While many founders romanticize their origin stories, she approaches Lucid with a clear-eyed understanding of the spirits industry's challenges—navigating regulatory mazes, competing against entrenched international brands, and crafting a premium product without pretension. Her background in hospitality and global education is the fundamental architecture of a brand that speaks to a generation seeking authenticity in an increasingly manufactured world.
In this interview with PEAKLIFE, Rajguru delves into the philosophy behind Lucid, the challenges of disrupting India's spirits landscape, and her vision for transforming drinking culture from a transactional experience to a moment of genuine connection.
What inspired the creation of Lucid? And the thought process behind the name?
Mirat Rajguru: Lucid was born from a desire to create something simple and free from chaos—a quality spirit at an accessible price. Since our goal was to craft something straightforward and transparent, the name had to reflect that clarity. And so, "Lucid" was chosen—a name as simple and clear as the spirit itself.
While the inspiration behind the name is rooted in simplicity, it’s often mistaken for something tied to psychedelic or "acid art" themes. However, Lucid stands firmly for clarity, quality, and simplicity—true to its essence.
The spirits industry is highly competitive. What are some of the key challenges in scaling a homegrown vodka brand in a market dominated by international players?
Mirat Rajguru: One key challenge we face as homegrown brands is the lack of a rich history in the spirits industry. Many international players have been established for decades, which has allowed them to build trust, establish a strong legacy, and create wealth and organizational excellence. They hold a significant advantage over us, offering higher margins and commanding greater influence. However, there’s a lot we can learn from their journey and success.
Mirat, you grew up in a dry state, Gujarat. How did that shape your journey into the alcohol industry?
Mirat Rajguru: Although my roots are from a dry state, I wouldn’t necessarily say I grew up in one. I’ve travelled extensively and lived in multiple countries, which has shaped my perspective.
Part of my childhood was spent in Dubai, where my father ran a bar. Later, I went to boarding school—which, as you might imagine, was an experience in itself. A significant portion of my adult life was spent abroad as well. I attended college in Switzerland, at Les Roches, where I was first introduced to wines and spirits from an academic standpoint. This experience became a gateway to the venture I’m pursuing today.
After Switzerland, I moved to Australia. Although my time there was cut short due to COVID-19, I began working behind the bar and fell in love with the craft. During these years, especially in Europe, I travelled extensively, immersing myself in various cultures and observing their unique approaches to alcohol consumption. I believe it’s this blend of education and cultural exposure that ultimately paved the way for my journey into this industry.
Lucid represents boldness and creativity. How do you ensure the brand continues to resonate with the younger, experimental audience?
Mirat Rajguru: One of the best things about our company is that we’re a young team doing what we do. While youth comes with its challenges, it also gives us a unique advantage—a fresher perspective. We understand what the current market likes and wants. While this won’t always be the case as trends evolve, I’m committed to ensuring we stay connected with the younger, more experimental audience even 10 years from now. I believe the key to achieving this is fostering a culture of adaptability and innovation, enabling us to embrace change with ease.
How do you see the demand for premium artisanal spirits evolving in India over the next five years?
Mirat Rajguru: That demand is evolving at an unprecedented pace. Today’s consumers are far more informed and discerning than they were just five years ago. They want to know what goes into their drink—the ingredients, the process—and how it will make them feel the next day. No one wants to wake up and spend the day nursing a hangover. This shift toward mindful drinking reflects a growing appreciation for quality and transparency in the spirits industry.
In a crowded marketplace, how does Lucid balance being premium yet approachable in its branding and pricing?
Mirat Rajguru: We put significant thought into determining the right pricing strategy. We didn’t want to be underpriced or overpriced. Our goal isn’t to be merely affordable; it’s to be accessible while delivering the cleanest, highest-quality experience. Our branding is intentionally designed to resonate with a younger audience. At ?1200 in Goa, our pricing strikes the perfect balance—affordable enough to be approachable, yet premium enough to inspire trust in the quality and purity of the drinking experience we offer.
What’s one piece of advice you would give to young people trying to break into the alcohol and beverages industry?
Mirat Rajguru: To be honest, no one should venture into starting their own brand in any industry unless they are truly passionate about it. In this industry specifically, the key to success lies in mastering the legal landscape—knowing the dos and don’ts inside out. While there’s a significant amount of red tape, it’s ultimately worth the effort. One more piece of advice: invest in an excellent accountant—they can make all the difference.
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