Mahua, once-banned Indian heritage liquor, returns to menus via new producers
Mahua, a traditional Indian spirit long stigmatised and banned, is being revived by a new generation of producers and drinkers. The comeback signals rising demand for heritage and craft beverages within India's F&B and beverage retail scene.
Mahua, a heritage Indian liquor once banned, is being revived by a new generation of producers and drinkers, reviving interest in the traditional beverage category within India's F&B and beverage retail landscape.
Why this matters
Mahua's return marks a shift for a spirit long carrying legal and social stigma, tapping into growing consumer appetite for heritage and craft beverages across India's F&B and retail landscape.
Retail-brand signals holding steady at 2,446 over the past 90 days.