SMOKE LAB Vodka Shows How India’s Homegrown Alcohol is Evolving

For years, India’s alcohol landscape grew around familiar anchors—whisky loyalists, rum nostalgia, and the occasional flirtation with global vodka brands. But the last decade has transformed the country’s drinking culture. Craft spirits have emerged as a powerful new movement, with homegrown labels proudly stepping into a space once dominated by imports. The rise of cocktail culture, discerning young consumers, and a growing appetite for authenticity has ushered in a new era where Indian-made spirits don’t just participate—they compete, challenge, and often outperform.

Within this renaissance, the vodka category has been quietly waiting for its disruptor. That moment arrived with SMOKE LAB Vodka, a brand that didn’t just want to make Indian vodka—it wanted to redefine what Indian vodka could be. Today, the brand stands at the front of India’s premium spirits conversation: contemporary in its craft, global in its ambition, and rooted unapologetically in India.

A Vodka Born From a Clear Vision

SMOKE LAB was created with one intention—to build a truly modern Indian vodka that could stand on the world stage. While many might have chosen the safer path of crafting gin or whisky, the founders saw potential where others didn’t. “Vodka in India felt underexplored—both creatively and technically. We wanted to build something with clarity, precision, and a strong sense of origin", the founder opines. 

If SMOKE LAB has a signature, it begins with its ingredients. The brand uses basmati rice, not as a gimmick, but as a considered choice. Aromatic, gluten-free, and quintessentially Indian, basmati gives the vodka a subtle softness and a smooth, clean finish. “Basmati rice delivered exactly the texture we were chasing—a silky, elegant mouthfeel with a quiet hint of character", says the founder. 

Paired with Himalayan spring water, the blend creates a distillate that is crisp, almost weightless, yet distinct. But arriving at the perfect recipe took time. Two years of testing, experimenting, and repeatedly returning to the drawing board.Their eventual breakthrough came with a five-time distillation process and a rigorous charcoal filtration curve. The result is SMOKE LAB’s now-signature purity.

Sustainability as a Blueprint, Not a Buzzword

SMOKE LAB formally launched in early 2020, just as the world went into lockdown. For most new brands, especially in alcohol, this would have been catastrophic. But the team pivoted quickly. The founder shares, “Bars and nightlife were shut, so we shifted completely to digital storytelling and direct brand education.”

One of the strongest pillars of SMOKE LAB is its commitment to sustainability, a rarity in the spirits industry. The brand operates from a carbon-neutral distillery powered by renewable energy, with verified carbon offsets ensuring balance. Their water system is closed-loop, leaving zero wastewater discharge. Even packaging is chosen thoughtfully, always with environmental impact in mind. 

Flavour Innovation: Indian Heritage, Modern Mindset

SMOKE LAB’s flavour portfolio—Classic, Saffron, Aniseed, Green Chilli Mango, and the luxe “Liquid Gold”—is one of its defining features. While the spirits market often chases trends for novelty, SMOKE LAB’s process is anchored in purpose. The founder expresses, “Our flavours begin with curiosity, but also with respect for India’s culinary heritage. We reinterpret familiar Indian botanicals with a modern, experimental lens.” Every variant must be versatile in cocktails yet distinct enough to sip neat. It’s a delicate balance, perfected through testing, refining, and listening. 

The SMOKE LAB universe now extends into streetwear and Himalayan water in aluminium cans, expansions that many brands attempt, but few manage organically. “Every extension must come from the brand’s core idea—modern India expressed through purity, creativity, and mindful design.” Unlike random merchandising exercises, SMOKE LAB WEAR and the water line follow the same design language: minimal, functional, and quietly stylish.

What’s Next for SMOKE LAB

From the US to the UAE and select regions of Europe, SMOKE LAB is entering a phase of strategic international expansion. The team continues to experiment with flavours, sustainable packaging, and adjacent product categories that naturally fit the brand’s ethos. Their guiding philosophy remains steady: “Modern in expression, mindful in approach, rooted in India, and world-class in execution.” As India’s homegrown spirits movement grows louder, SMOKE LAB stands as proof that innovation and identity can coexist beautifully.