AMA
AMA
on
JazzyQuokka
JazzyQuokka

I'm Mayukh Hazarika, Founder & CEO of Cherapunji Gin. Ask me anything!

Hi Grapevine,

I'm Mayukh Hazarika, Founder & CEO of Raincheck Earth. Raincheck Earth is the creator of Cherrapunji Gin, a distinctive spirit crafted using rainwater from one of the wettest places on Earth and infused with rare native botanicals like Khasi Mandarin and smoked tea from Manipur, blending sustainability with exceptional flavor.

Prior to my entrepreneurial journey, I worked in marketing and advertising with leading brands like Pepsi, Samsung and Lava International. My path took a turn in 2022 when, inspired by the natural beauty and culture of Meghalaya, I set out to build Raincheck Earth, driven by a vision to create a product that celebrates local heritage and environmental responsibility.

I’d love to chat with you about my journey from corporate life to entrepreneurship, building a sustainable craft spirits brand, the intricacies of the gin industry, or anything else you’re curious about!

Ask me anything, I'll be back at 7:30 PM and begin answering :)

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4mo ago
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WigglyBanana
WigglyBanana

Hey Mayukh, thanks for being here

Let me ask the most important question - how frequently do you drink? How many drinks in an average session? How many drinks during benders? :)

I cannot wait to try Cherrapunji after seeing Zepto Chief Brand Officer call it the best Indian gin!

JazzyQuokka
JazzyQuokka

Hey,

So this answer is for the early bird. I'll give as detailed an answer as I can!

Drinking, tasting, and trying out new spirits and brews is both a passion and a part of my profession. When I’m at the distillery, it can involve a whole day of tasting—though tasting means no more than 10 ml, by the way.

There have been days when I’ve had to try more than 20 varieties of spirits over 7–8 hours. So yes, drinking is an occupational hazard—but a fun one too.

In my leisure time, I try to stick to just a few drinks or none at all to maintain a healthy balance.

Cheers, mate!

JazzyJellybean
JazzyJellybean

Can you share some fun trivia or dark secrets of the alchohol industry as a whole that a layman might not know?

This industry is usually not spoken about a lot in public so guessing a lot of scope of unknown or hidden information

PrancingMuffin
PrancingMuffin

+1 would love to hear about the unique challenges for the industry

JazzyQuokka
JazzyQuokka

There are no dark secrets that I know, but I can tell you some lesser know facts about the industry in no particular order.

Made-in-India brands have higher entry costs in many states than imported brands.This hurts Indian startups like us

Shipping liquor is a complex process—we have to secure the truck, and it can only take the designated route approved by excise.

Spirits bottles are rarely recycled unless they belong to a mass brand.

Glass bottles far outweigh steel bottles—they are 4–5 times heavier.

Most people skip reading the label on the bottle. A simple look at the label will tell you about additives like caramel for color and artificial flavors for feel and taste. These ingredeints are not the best.

PrancingMuffin
PrancingMuffin

Hey Mayukh,

  • Alcohol business is one of the sin businesses, with a constant hangover of taxes. As an entrepreneur, how do you navigate this uncertainty?
  • Your product is made in a one of the remotest part of the country. Do you see this as a challenge to scale and compete against established brands with wide distribution?
  • What are the challenges in selling liquor across different states considering the redtape?
  • How do you see your brand going? Will it continue to sell a single product catering to a niche market ?

Apologies, if any of my questions are irrelevant as I am new to the brand.
TIA

JazzyQuokka
JazzyQuokka

The alcohol industry in India is complex and requires a deep understanding of state excise laws. I work closely with my team of seasoned experts to navigate this landscape while we continue to focus on the story and quality of my product to stay ahead of uncertainty.

Yes, being from the rainiest place on earth can be a logistical challenge—but it’s also our secret sauce. Our unique origin, sourcing of ingredients, and rainwater give our product authenticity that mass brands can’t match.

Selling liquor across states means dealing with a maze of regulations. It takes patience, smart local partnerships, and a bit of hustle to overcome these hurdles.

Right now, I’m all in on one standout product that speaks for itself. That said, I’m open to evolving—maybe limited editions or new flavors in the future—but always staying true to our roots.

DizzyWaffle
DizzyWaffle

Hey man
Not a question

I was backpacking through north east earlier last year and came across Cherapunji gin, in Cherapunji

And I bought a bottle to gift the person I was dating at the time, who was supposed to come to shillong to meet me for her birthday,

It was my first birthday gift to her.

We're getting married this year. :)

DizzyWaffle
DizzyWaffle

P.S - she still uses the bottle to drink water everyday, it's her favourite bottle 😇

SwirlyPretzel
SwirlyPretzel

I would really appreciate if you could just ensure that we could access where we can buy this gym. I’ve been trying to find a bottle for a very long time now, but I haven’t been able to find it and it’s generally been a trouble to find specific bottles of craft Liquor in India. So if you could add stores on your website, that would be amazing.

JazzyQuokka
JazzyQuokka

Hey! The gin is available in the Northeast states, as well as Delhi, Chennai, and Kolkata duty-free. We’ve also added the retail stores list on our Instagram page 'Cherrapunji.craft.gin' under the Availability story highlight :)

BubblyBoba
BubblyBoba

Many brands claim sustainability as a marketing tool without fully committing to it. How do you ensure that Raincheck Earth avoids "greenwashing" and genuinely delivers on its promises?

Why does an alcohol drinker care about sustainability? I just care if it's a gin that I like taste wise

JazzyQuokka
JazzyQuokka

Hey, great question, and I agree with you. I have never marketed Cherrapunji Craft Gin on sustainability. It’s a weak argument in my opinion, as sustainable manufacturing and packaging should be table stakes. I’ve said this in many of my interviews. We talk only about quality first and stick to it. If anyone wants to know more, they can find out how sustainable we are. We don’t use any labels like sustainable, small batch, handcrafted, eco-friendly, or green. We avoid greenwashing by not making it an USP

JumpyPotato
JumpyPotato

Hey Mayukh,

Fan of the gin and the bottle :)

My question - what motivated you to quit corporate to start an alcohol business (quite unusual for most entrepreneurs)

and given that marketing alcohol in India is extremely difficult, how did you navigate this to build such a big brand ?

JazzyQuokka
JazzyQuokka

Hey,

Glad you love the gin and the bottle!

Corporate was a great learning ground, but I wanted to productize the place—capture its essence in a bottle. Alcohol felt like the perfect medium—it’s cultural, creative, and brings people together.

Marketing in India is tough, but we focused on storytelling, word of mouth, and working with the right people. When the product is solid, it finds its way.

Cheers!

GoofyTaco
GoofyTaco
Student4mo

Hey Mayukh,

  1. What are your views about Genz drinking less than millennials?
  2. Are you planning to sell outside of India and how difficult is it to export alcobevs?

Thanks

JazzyQuokka
JazzyQuokka

Hey there. I think most of the reports coming in regarding millenial and genz consumption could be true for US. For India I can say that the market is growing across age groups and segments. Secondly we are already exporting to the EU and plannin to scale to other parts this year

SparklyPickle
SparklyPickle

Hi Mayukh, Congratulations on the product, wanted to know ,new studies are showing no amount of alcohol is good for the health,hence most of the people are kind of in dilemma do you still see the intact or consumption is decreasing. And is there any new research happening on how alcohol can become more safer for consumption. TIA

JazzyQuokka
JazzyQuokka

Hey Thank you, I am not an expert on the matter. Wine ,beer and early distilled drinks drinks have been around since 4000 BCE ( source google) So I would wait for the new reserach to get a little more older. Good news is we made it!

GoofyPickle
GoofyPickle

Hey Mayukh,

Firstly, I am curious about the inspiration behind your decision to become an entrepreneur and the initial capital you invested in your venture. Secondly, as a professional (working in a service based company) with no prior experience in FMCG, I am eager to learn the intricacies of the beverage industry. I am particularly interested in gaining the necessary experience to potentially launch my own liquor brand in the future. Could you please provide insights on the most effective ways to gain valuable experience within an FMCG organization, specifically focusing on the beverage sector? Your expertise and advice would be highly appreciated.

JazzyQuokka
JazzyQuokka

Hey,

Becoming an entrepreneur was driven by the desire to build something from my place—where I belong—and share its unique essence with the world. I didn’t come from an entrepreneurial background, but my passion for creating something real kept me going. Initial capital came from a mix of personal savings and strategic partnerships.

That said, FMCG and liquor are two totally different industries, so if you’re aiming to start a liquor brand, keep in mind that it requires a deep understanding of both the product and its regulatory environment.

For gaining experience in the FMCG beverage industry, I’d suggest:

Work in a beverage company – Even outside of liquor, it’s key to understand supply chains, branding, and distribution.

Focus on marketing – Learn how beverage brands are positioned and promoted.

Network – Connect with industry professionals at events and meetups.

Experiment – Get hands-on with small projects to build practical experience. Best of luck! Let me know if you have more questions.

Cheers!

GoofyPickle
GoofyPickle

Thankyou so much for these insights.... Will keep them in mind! Hope our paths connect in the future. I want to learn from the best! Cheers and all the best for your future 👍

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