ZigZag Vodka is the New Homegrown Flavour-Forward Spirit of India!

The Indian spirits market, long dominated by international brands, is witnessing a new wave of homegrown players determined to carve their niche. Among them is ZigZag Vodka, launched in 2024 by Saltborn, the company behind the successful craft beer brand Simba.

Founded by cousins who returned to India after completing their education in the UK, Saltborn began its journey in 2016 with Simba Beer, recognising what they saw as a gap in the market for quality craft beverages that resonated with Indian consumers. "After completing our education in the UK, my cousin and I recognised a gap in the Indian market for homegrown, high-quality craft beer," explains Ishwaraj Singh Bhatia, 31, co-founder and COO of both Simba Beer and ZigZag Vodka. The success of Simba Beer laid the groundwork for their expansion into spirits.

The ZigZag Approach

ZigZag Vodka positions itself as a contemporary spirit designed for what Bhatia describes as "a generation that effortlessly balances ambition with self-expression." The brand's flavour-forward approach sets it apart in a market traditionally focused on premium positioning over taste innovation.

The Indian spirits industry presents unique challenges, from complex regulatory frameworks to established distribution networks dominated by legacy brands. However, Ishwaraj views these obstacles differently. "While the liquor industry has traditionally been dominated by foreign brands, we see this as an opportunity rather than a limitation," he notes. "Indian consumers are actively seeking homegrown options that resonate with their tastes, values, and evolving palates." The company leverages its existing distribution network from Simba Beer to expand ZigZag's reach, focusing initially on states where its beer brand has established a presence.

Flavour-Forward Approach 

According to the COO, the Indian spirits industry has been "limited in terms of flavour diversity and brand narratives that resonate with the younger demographic." ZigZag attempts to address this through its flavoured variants and brand positioning. "Our brand addresses this by introducing a vibrant range of flavoured vodkas that cater to the evolving palates of consumers. But beyond flavour, ZigZag brings a bold narrative that champions spontaneity, self-expression, and the spirit of standing out," Ishwaraj explains.

Currently available in four variants—Original, Lime, Orange, and Green Apple—ZigZag offers consumers options across three bottle sizes. The brand's production facility in Durg, Chhattisgarh, has the capacity to produce up to 100,000 cases per month.

The Process

The vodka undergoes what the company calls a meticulous production process, including five-time distillation and a four-step filtration system using carbon, silver carbon, platinum carbon, and what they term "golden filtration." “It begins with five rounds of distillation, creating a velvety base spirit that is clean and refined. This base is developed through careful fermentation to achieve a neutral profile that serves as the perfect canvas for flavour,” says the co-founder. The vodka then passes through a proprietary four-step filtration system: carbon filtration to remove bitterness, silver carbon (infused with silver and cocoa carbon) to eliminate impurities and enhance aroma, platinum carbon for added depth and smoothness, and golden filtration which infuses the spirit with gold ions, delivering a balanced taste and radiant finish. Finally, the vodka is bottled and sealed, ready to enhance any occasion with its polished character.

The company plans to expand ZigZag's presence across states where Simba Beer is already established while exploring new flavour innovations. Their broader vision extends beyond product sales to what Bhatia describes as "building a culture."

"Our journey with Simba and ZigZag has always been about more than just crafting beverages - it's been about building a culture," he reflects. "With ZigZag, we're continuing that spirit, and creating not just a product, but a platform that celebrates individuality, spontaneity, and bold self-expression."