Brands
European spirits maker bets big on India’s thirsty elite
MUMBAI: India’s premium spirits market has a new player with continental ambitions. Puranique Spirits launched its Indian operations in Mumbai on 7 October with nine-times-distilled vodka and VSOP cognac, betting that the country’s growing appetite for luxury tipples will fuel rapid expansion. By the end of 2026, the company plans to offer 24 premium products across five categories.
The timing is strategic. India’s premium spirits segment is booming as disposable incomes rise and younger drinkers trade up from domestic brands. Puranique, which draws from distilleries in Cognac, France and the Scottish Highlands, hopes to ride that wave with products already sold in 18 countries. The company claims two decades of European distilling pedigree, producing award-winning cognac, armagnacs, liqueurs, gin, rum, absinthe and akvavit.
“India is at the heart of the global premium spirits growth story,” said Puranique Spirits India promoter & chief executive Anoop Mohan at the Taj Lands End launch event. He framed the expansion as a “cultural bridge” between European craftsmanship and Indian taste, name-checking deepening UK-India trade ties for good measure.
Puranique Spirits chairman Rahul Puranik struck a more measured note. “Bringing them to India feels like a natural progression in our journey,” he said, adding that the full portfolio rollout would create a “complete premium spirits ecosystem.”
Country head for India, Viren Moholkar promised “authenticity and unmatched quality” across 24 offerings spanning cognac, gin, rum, vodka and artisan craft spirits.
The company also unveiled veteran actor and filmmaker Mahesh Manjrekar as brand ambassador. Manjrekar delivered the expected platitudes about heritage, craftsmanship and refinement, declaring Puranique a brand that “doesn’t just create beverages, it creates experiences.”
Whether Indian consumers agree depends on pricing, distribution and whether European pedigree translates into repeat purchases.
India’s premium spirits market is crowded and unforgiving. International brands jostle for shelf space whilst domestic players like Diageo’s McDowell’s and Pernod Ricard’s Imperial Blue dominate volume. Puranique’s challenge is carving out enough premium territory to justify an ambitious 24-product pipeline within 16 months. The company’s European heritage may open doors, but execution—and taste—will determine whether it stays for the long haul.
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
