Varchas Whiskey, based in Michigan, is gearing up to enter the markets of Telangana and Haryana, according to the company’s founder, Varchasvi Shankar. The brand, which began selling in India last year, also plans to launch a new whiskey tailored for Indian consumers.
In an interview, Shankar shared that Varchas Whiskey has been steadily gaining market share in India. Though the brand is still relatively new, it has seen rapid growth, especially in exports. “India is a huge whiskey market, and consumers are increasingly turning to American whiskeys, in addition to Scotch and Japanese varieties,” he said. Currently, the only countries where Varchas Whiskey is sold, apart from the US, are India and a few other international markets.
In the US, Varchas Whiskey operates in 10 markets, with active distribution in six states, including Texas, Florida, Michigan, and Georgia. In India, the brand is available in Karnataka, Goa, Delhi, and Maharashtra. About 20% of the company’s revenue comes from exports, while the rest is generated from domestic sales. Looking ahead, Varchas Whiskey also plans to expand into markets such as Canada, the UK, and Japan.
Varchas Whiskey’s product lineup includes its signature offerings: Varchas Straight Bourbon Whiskey, Varchas Reserve 102 Straight Bourbon Whiskey, and Varchas Straight Rye Whiskey. Shankar emphasized that the brand typically starts by selling through off-premise channels in a new market, with plans to expand to on-premise accounts later. In Karnataka, for example, Varchas Whiskey is already present in around 200 off-premise locations and 40 on-premise accounts.
The company’s whiskeys are aged for over five years before being bottled. In addition to whiskey, Varchas Whiskey produces other spirits like vodka, gin, and tequila, with its tequila imported from Mexico. Whiskey remains the primary revenue driver, accounting for 90% of the company’s earnings.
Varchas Whiskey’s distillery in Troy, Michigan, is one of the largest in Southeast Michigan, producing about 100 barrels of whiskey each month. The company also has offices in Mysore and Bengaluru through its subsidiary, Shankar Distillers India. Shankar mentioned plans to open a local production facility in Goa or Karnataka, depending on opportunities with state governments.
While currently bootstrapped, Varchas Whiskey is attracting interest from investors. Shankar acknowledged that the company’s rapid growth and significant market potential have sparked investor interest. “At some point, I will be looking at bringing in investors to fuel the next phase of growth,” he said.
