India’s Gin Story with Anand Virmani from Greater Than | Iconic Brand Stories | Tina Garg | EP- 16

Gin wasn’t cool in India when Anand Virmani decided to build Greater Than.In the early 2010s, gin was dismissed as a “grandparent’s drink.”There was no playbook. No category momentum. No regulatory clarity.Yet, Greater Than didn’t just survive — it defined India’s craft gin movement.In this episode of Iconic Brand Stories, Anand breaks down:•⁠ ⁠How Gin found him - not the other way around•⁠ ⁠Why transparency (literal + figurative) became the brand’s backbone•⁠ ⁠Building a distillery before knowing if the category would even exist•⁠ ⁠Creating cult limited editions (Juniper Bomb, No Sleep, Broken Bat, Punk Gin)•⁠ ⁠Marketing in a dark market with events, bartenders, and community•⁠ ⁠Why minimalism beat “Indian motifs” in global branding•⁠ ⁠How to price in a Goldilocks zone - not cheap, not imported-expensive•⁠ ⁠The difference between building a business vs building a brand.This is a masterclass in:category creation, restraint-led branding, and founder conviction.Available on Spotify & Apple Podcasts.Subscribe for more founder-led brand stories. Like, Share and Subscribe for more such content.