Tilaknagar Industries Ltd. (TI), one of India’s oldest and largest Indian Made Foreign Liquor (IMFL) manufacturers, has announced an additional investment of ₹2 crore in premium non-alcoholic cocktail mixer brand Bartisans, increasing its equity stake from 36% to approximately 41.45%. The latest funding brings TI’s cumulative investment in the Mumbai-based startup to ₹10 crore, reinforcing the company’s long-term commitment to India’s rapidly evolving premium beverage ecosystem.
The move aligns with Tilaknagar Industries’ broader premiumisation strategy under its luxury business vertical, House of TI, which focuses on building a diversified portfolio across premium spirits and emerging beverage categories.
Betting on India’s Premium Mixer Market
Founded in 2021 by mother-son duo Jovita Mascarenhas and Jordan Mascarenhas, Bartisans has carved a niche in India’s fast-growing premium cocktail mixer segment with its portfolio of 17 ready-to-pour mixers designed for home consumption and hospitality. The brand recently expanded its offering with the Picante Collection, featuring variants such as Classic, Guava Chilli, Mango Chilli, Smoked Pineapple and Strawberry Jalapeño, reflecting the growing consumer demand for flavour-forward drinking experiences.
Built on a digital-first model, Bartisans is available across major quick-commerce platforms including Blinkit, Zepto, Swiggy Instamart, Amazon Now, alongside its direct-to-consumer channel, allowing the brand to reach consumers across India.
Beyond Capital: A Strategic Growth Partnership
Tilaknagar Industries first invested in Bartisans in 2024 after identifying strong growth opportunities within India’s premium mixer category, driven by premiumisation, changing consumer preferences and increasing demand for elevated at-home cocktail experiences. The initial investment helped Bartisans expand manufacturing capacity, strengthen product innovation and accelerate its market presence.
The newly announced funding will be directed towards product development, international expansion and business scale-up. Alongside financial backing, TI will continue to provide strategic guidance, distribution expertise, operational mentorship and industry knowledge to support Bartisans’ next phase of growth.
Commenting on the investment, Ameya Deshpande, Chief Strategy Officer, Tilaknagar Industries, said:
“Bartisans stood out because of the strength of its founders, the white-space opportunity they identified within India’s premium beverage landscape, and the strategic synergies we saw with our own capabilities. Tilaknagar aims to partner with entrepreneurs building the future of India’s beverage industry, and our role extends well beyond capital.”
House of TI: Building a Future-Ready Luxury Portfolio
The investment also reflects the larger vision behind House of TI, Tilaknagar Industries’ luxury portfolio launched to drive premiumisation and category innovation. While the company has long dominated India’s brandy market through flagship labels such as Mansion House Brandy and Courrier Napoleon Brandy, House of TI marks its expansion into luxury spirits and emerging craft beverage brands.
Its premium portfolio includes Monarch Legacy Edition, a luxury brandy crafted from French and Indian grape spirits, and Seven Islands Pure Malt Whisky, an Indo-Scottish expression that has already earned international recognition. Beyond its proprietary brands, House of TI is also investing in India’s craft beverage landscape through strategic partnerships with Bartisans and Spaceman Spirits Lab, broadening its presence across premium mixers, gin, vodka and other high-growth categories.
Collaboration Driving Product Innovation
The partnership has already resulted in collaborative product development. Bartisans recently introduced Golden Hour, a bespoke cocktail mixer created exclusively for Monarch Legacy Edition Brandy, signalling the potential for further innovation across House of TI’s luxury portfolio.
Speaking about the collaboration, Jovita Mascarenhas, Co-Founder of Bartisans, said:
“House of TI brought vast category knowledge, distribution expertise and an entrepreneurial mindset, while allowing us to retain the agility and independence that define Bartisans. Together, we have built strong momentum, including the successful launch of Golden Hour, the bespoke mixer created for Monarch Legacy Edition Brandy.”
Expanding India’s Premium Beverage Landscape
Tilaknagar Industries has now invested over ₹35 crore across Indian craft beverage brands as it continues to back founder-led businesses through strategic capital, industry expertise and collaborative brand-building. The company believes this approach will help accelerate the development of globally competitive Indian beverage brands while complementing the broader House of TI portfolio.
As premiumisation continues to reshape India’s alcoholic and non-alcoholic beverage landscape, TI’s increased investment in Bartisans highlights the growing convergence between premium spirits and premium mixers. By supporting emerging brands while leveraging its decades of manufacturing and distribution expertise, Tilaknagar Industries is positioning itself as a key enabler of the country’s next generation of premium beverage companies.
