For nearly a century, alcohol has asked us to endure, to chase burn, to revel in complexity, to hunt for rare botanicals. But what if celebration didn’t require endurance? What if it simply invited delight? Enter Jigger, India’s first ready-to-serve shot line built to make celebration easier, smoother, and more personal. A new direction in spirits. At its core, Jigger is an experiment in inversion. Instead of starting with botanicals and prestige, the brand begins with Indian nostalgia, rose golas on hot summer days, coffee toffees we all filled our pockets with from communal bowls, and late night drives to paan shops. These aren’t gimmicks: they’re the core of three debut offerings, Litchi Rose (First Crush), Coffee Toffee (Sneaky Treat), and Meetha Paan (Late Night). Each is triple-distilled, gluten-free, made with no artificial flavours, and blended with Himalayan water — crafted to capture the taste of nostalgia rather than mask harshness.
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Jigger Shots
What makes them “shots” is not just packaging format, but intent: no mixers, no chasers, no elaborate rituals. A shot is a measure meant to stand on its own — all you need, and nothing else. The 60 ml Double Serve lets two people pour and toast instantly. The 750 ml Celebration Bottle is designed to anchor the party. It’s a new idiom in spirits, one that speaks of ease and togetherness rather than ritual.
Storytellers at the helm
Jigger was founded by Anubhav Khanna and Jashan Pahwa — two friends with very different paths but one shared conviction. Khanna, raised between Srinagar and Amritsar, brings a blend of global business strategy experience from the US, Canada, and a Silicon Valley Unicorn to the brand’s creative and on-ground vision. Pahwa, a CPA from Patiala based in Vancouver, anchors that vision with his financial and legal expertise, ensuring bold ideas are built on solid ground.
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Together, they saw a gap in how Indian drinkers experience spirits: behind the ritual and the burn, many were longing for something joyful, relatable, and unpretentious. Jigger is their attempt to reframe the conversation, to place Indian tastes and shared nostalgia at the center of drinking culture.
Pouring flavour, not fire
The three launch variants read like diary entries:
- Litchi Rose | First Crush: light, floral, evocative of fleeting young love.
- Coffee Toffee | Sneaky Treat: caramel, milk chocolate, childhood indulgences in adult form.
- Meetha Paan | Late Night: aromatic, cooling, with gulkand and betel leaf undertones.
Unlike traditional spirits, Jigger isn’t trying to hide flavour behind complexity. It leans in. Each bottle is dressed to celebrate — inspired by Indian fashion and jewellery, with gold-touched patterns that celebrate rather than conform. Designed to stand out, not blend in — to turn every pour into a moment.
From Hills to Heartlands
The path for Jigger is incremental but intentional. The brand begins in Uttarakhand and Himachal Pradesh before expanding to Delhi, Haryana, and Goa, each passage chosen to balance regulatory complexity and cultural uptake. The 750 ml bottle sits between ₹1,670 and ₹1,900, while the 60 ml serves cost around ₹200 (state-dependent).
But more than price and placement, the brand’s rollout reveals a playbook: go state by state, test the storytelling, see what tastes connect, adjust distribution strategies, all before scaling nationally.
A Celebration of Indian Stories
At first glance, Jigger looks like a brand launch in a growing RTD space. But it’s more of a signaling moment. It channels two shifts in the Indian spirits world:
- Convenience redefined: Jigger’s ready-to-serve format brings full-strength spirits (37.5% ABV) into an easy-to-pour world — no mixers, no chasers, and no extra spend on mix-ins or bar setups.
- Taste reimagined: Each flavour is born from India’s shared memories — Meetha Paan, Coffee Toffee, Litchi Rose — crafted not to mimic the West, but to taste like home. It’s familiar, emotional, and proudly Indian in every sip.
Jigger calls itself an “Anti-Alcohol, Alcohol Brand.” It isn’t an abstinence play; it’s a rebellion against what many drinkers don’t enjoy in alcohol, the smell, the burn, the subtle crowds of pretension. Jigger wants to dramatize joy instead.
In closing
“Jigger is India in a bottle, a muddle of our tastes, colours, and stories,” says Anubhav Khanna. That line rests at the heart of what the brand aspires to: a spirits play that isn’t global by imitation, but local by design. It’s built to scale, to surprise, and perhaps one day to make India proud on the global stage.
This is just the beginning. If Jigger’s early strategy and flavour forward narrative hold, we may soon be talking about a new Indian RTD revolution, one shot at a time.
