Picture this: the city’s trendiest crowd buzzing in a dynamic, neon-lit venue, sipping cocktails that feel as fresh and alive as their unconventional vibe. That’s exactly the spirit ZigZag Vodka is bringing to India’s liquor scene. Launched with a high-energy bash in Delhi, this homegrown vodka brand is rewriting the rules of what a spirit can mean for young, experimental drinkers. Held at The Upper HSE by Tivoli, the event saw a melting pot of influencers, mixologists, and free spirits embracing individuality and spontaneity in every glass.

Simba Beer was founded in 2016 by cousins Prabhtej Singh Bhatia and Ishwaraj Singh Bhatia. Their family has been involved in the liquor business since 1948, which provided them with valuable industry experience. Prabhtej, while studying in the UK, identified a gap in the Indian market for homegrown craft beer, leading to the establishment of Simba.

ZigZag’s story begins with co-founder Ishwaraj's vision to craft a spirit that mirrors a generation constantly zigging between their 9-to-5s and zagging into their passion projects after hours. It’s a vodka not just for sipping but for embodying creativity, boldness, and living life unscripted. We caught up with Ishwaraj to dig deeper into ZigZag’s branding, plans for expansion, and why vodka is the spirit of choice for India’s youth. Excerpts:

Why the name ZigZag?

I think we’ve tried to build a portfolio that speaks to a newer generation. People today don’t want to stick to just one thing in life—they’ve got their structured day jobs, but there’s always something “zag” about them after hours. A lot of my friends are accountants by day and DJs by night, for example! ZigZag, as a brand, aims to capture that duality. We want our brand to feel quirky, trendy, and cool—something not many Indian brands speak to. That’s where the name comes from.

What inspired you to enter the vodka market after beer?

We’ve been in this business for over five decades and knew we wanted to expand beyond beer. Vodka made sense because, while everyone is chasing gin and tequila right now, the reality is that those are niche in India—barely two percent of the market. Most of the demand here is for something approachable yet exciting. We felt vodka gave us the perfect balance to play with new flavours and cool, affordable products. Plus, we already had the production and distribution expertise, so it was a natural next step.

What challenges did you face in launching ZigZag Vodka?

It’s always a challenge to break into a space with established players. One of the bigger challenges is people misunderstanding premiumisation in India. A lot of premiumisation is happening in the middle-income segment, not just the luxury space. So, we needed to craft a product that feels premium but remains accessible—cool, affordable, and trendy. We’re also not in this for quick gains; we’ve focused on making the vodka business sustainable and not just chasing investments.

Tell us about ZigZag’s flavours.

Right now, we have four variants: Original, Lime, Orange, and Green Apple. We’re planning to launch two more soon, but they’ve been delayed due to excise issues. One of them is chilli-inspired—something we think will really stand out in the market. These new launches should happen in the next two or three months.

How does ZigZag stand out in a competitive market?

Simply launching a vodka like ZigZag is a statement in itself. Most young Indian vodka brands are absent from the market, so we’re filling that gap with a product that speaks to the younger generation. Our experiences, events, and branding all focus on building a lifestyle around the vodka. We’re not just competing with vodka brands but aiming to grow the vodka category as a whole.

What’s next for ZigZag?

We’re expanding beyond Delhi and Goa into Assam soon, and we’re also working on launching our whiskey. But whether it’s vodka, whiskey, or beyond, our mission stays the same: to create bold, innovative products that resonate with today’s generation.