Updated June 27, 2024 13:01 IST
Karishma believes that every day is an opportunity to do something new and says her favorite moment in creating IDAAYA was holding the first finished bottle in her hands – it was a moment of gratitude for all the courage and learning that went into making this vision a reality.
Karishma Manga Bedi, Founder, IDAAYA Himalayan Shipping Rum
Karishma Manga Bedi, a Psychology, Branding and Strategy major also known for her brand Forest Essentials, is now the founder of IDAAYA Himalayan Sipping Rum. During her research, she discovered that the earliest mention of rum dates back to 300 AD in the ancient Indian Sanskrit book Arthashastra, where the drink is made by fermenting sugarcane juice. This was the moment she decided to bring IDAAYA to life and introduce it to the world. Through her experience and learning about Ayurveda and ancient Indian wisdom at her family-run business, Forest Essentials, she was able to apply that knowledge to processing liquids the time-honored way.
Produced and bottled in Jammu, IDAAYA today is more than just a spirit, its journey encapsulates the rich tradition of Indian spirits making and a vast accumulation of methodologies and ingredients.It blends the traditional with the contemporary to create a memorable drinking experience that acknowledges the chaos of everyday life.
In a brief chat with TimesFoodie, Karishma shares her journey in creating a rum that blends her Indian heritage with the world of rum to create such a multi-layered drink. “I'm happy to receive recognition so quickly,” she says.
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Award-winning Idaya Premium Shipping Rum
What was the first alcoholic drink you ever had? I think it was beer that my grandfather, Nanaji, had. He always said, “If you feel like drinking, come and drink with me. You don't have to hide and drink away from home.” So, for me, drinking beer has always been about tasting the liquid.
What inspired you to start a premium rum brand and how did you get into the spirits industry? The idea for Idaaya was born out of conversations between myself and Samrath, who have enjoyed great rums from all over the world. We noticed a gap in the market for premium rums made in India. It was only when we started looking into this further that we realised that rum has its origins in India, where it is a “fermented beverage made from sugarcane”. This is a fact that has been cited in many publications around the world but is lesser known until now. It was only with this information that we were able to visualise the final product. Our exposure to the world of Ayurveda and other ancient Indian practices led us to find references for various indigenous processes that can give spirits different flavours. During the lockdown, we found the world's best talent to collaborate with us to realise our vision.
Why do you think it has taken rum so long to gain attention? Perhaps the idea that rum is a sweet drink and has primarily been used to make cocktails has put it off as a sip-and-drink drink. However, the complexity and sophistication that goes into rum production today has allowed rum to take center stage. In recent times, there has been a shift from old legends to stories that talk about the process, technique and experience of sipping each sip, which I think forms the backdrop for the modern view of rum.
Can you tell us about the vision of your rum brand and how it is different from other premium rums in the market?The vision of Those Good Distillers is to create India's signature speciality spirits that are uncompromising, compelling in story and taste and can compete with the best in the world. We create for pleasure and passion, with attention to detail at every level. We want to really envision the journey of the product to the end user, thinking not just about how the liquid is made but also how it is perceived. Our bottles and caps are truly decanters perfect for collections; true beauties to hold and enjoy. Idaaya is a rum with unique character and deep flavour with rich aromas.
What was the biggest challenge you faced while launching a rum brand and how did you overcome it? To be honest, it wasn't easy. There isn't much transparency about nomenclature, route to market, customs duties and many other aspects of this business which vary from state to state. On top of this, making a product in India that complies with EU standards (which are the strictest) and then trying to sell the same product in India, in duty free shops and in Europe came with a whole host of challenges. New days, new problems and new solutions keep us moving forward on this journey.
This homemade dark sipping rum is produced and bottled in Jammu.
What strategies have you adopted to promote your rum brand and which one has been the most effective? I believe travel retail can play a very important role in the word-of-mouth communication of the brand given that it is where discerning consumers discover the brand and it is a route we are currently exploring with the brand.
Working as a female entrepreneur in a traditionally male-dominated industry, have you faced any special challenges or opportunities? As a woman, do I feel people react differently to me than they do to men? Yes, it does. Does it affect the way I do my job? No, it doesn't. As an entrepreneur, I've decided to keep bias and judgment out of the way I do my job, so I see opportunities as just opportunities and challenges as just challenges.
What advice would you give to aspiring entrepreneurs, especially women, who want to get into the alcohol industry or start their own brand? A lot of times, our own lack of self-confidence holds us back. So, I would encourage other women to acknowledge their fears, realize it's just a state of mind, and take the plunge into whatever your passion is. I believe in the saying, “It's better to fail than never try at all.”
Can you tell us about the process of selecting and blending the rums for your brand? How do you ensure the quality and consistency of each batch? Initially, we considered more than 60 recipes, and finally arrived at the Idaaya blend. We use the finest aged rums from Panama. This rum is also aged in bourbon barrels, blended with Indian molasses spirits in an ancient Indian method, and bottled in a solera in sal wood barrels. The philosophy behind this product to be the best on every level is not to be limited or confused by the possible, but to push all concepts to create a liquid that shines with novelty in the Indian method. The beautiful packaging and bottle, like a decanter, and the story of the brand universe, “keep exploring” full of discovery and curiosity.
What is your favorite way to enjoy Idaya?
Pour it straight over ice, and if you want to really dress it up, add some burnt orange peel.