After achieving success with Simba Beer, the homegrown brand has now entered the vodka market with ZigZag vodka. Co-founder Ishwaraj Bhatia shares the brand’s strategy to stand out in this competitive industry, focusing on bold flavors, regional marketing, and a strong brand identity.
Launched two weeks ago, ZigZag vodka is available in four flavors—original, lime, orange, and green apple—and comes in three bottle sizes: 750 ml, 375 ml, and 180 ml. The vodka is initially being sold in Goa and Delhi, with plans to expand to Bengaluru and Assam.
ZigZag’s entry into the vodka market was inspired by research from global drinks data providers like IWSR, which found the vodka segment stagnating, with little innovation to attract younger consumers.
In 2024, the vodka market in India is expected to generate around $37 million in sales, with over $1 million coming from out-of-home sales at clubs, restaurants, and bars. The market is predicted to grow modestly, reaching $40.5 million by 2029.
Magic Moments Vodka currently leads the Indian market with a 50% share, followed by Absolut with 15%, Smirnoff at 10%, and smaller players like White Fox Vodka with around 5%. The remaining 20% is divided among other brands.
Bhatia explained that Simba’s existing distribution network, built over the past nine years, will help support ZigZag vodka’s launch and expansion. While Simba typically spends 4-5% of its revenue on marketing, Bhatia did not disclose ZigZag’s exact marketing budget. However, he emphasized that the focus for the first two years would be on branding and market establishment.
To promote ZigZag vodka, the brand has collaborated with influencers on Instagram, including Orhan Awatramani (Orry), Samay Raina, and Sushant Divgikr.
