Pervez Bapuna: Moving India’s Distilling Legacy from Background to Brand

After decades of operating in the shadows as contract distillers for major industry players, the Bapuna family is stepping into the spotlight. Third-generation distiller Pervez Bapuna is leveraging his background in law and business to transition Bapuna Alcobrew from a manufacturing powerhouse into a creator of premium, story-driven spirits.

Editorial·October 25, 2026·reads: 1,265

The launch of Chambal Gin marks a deliberate shift for the company, moving away from anonymity toward a brand identity rooted in the geography of Madhya Pradesh. By focusing on the Chambal Valley and Gwalior, Bapuna aims to challenge the industry’s coastal-centric narrative, which has long favored regions like Goa for spirit production. This strategy extends to the Banjara Trail, an ongoing series of regional editions that capture local botanical profiles, such as the kokum and hibiscus notes featured in the Western Ghats release.

Pervez Bapuna credits his ability to scale these creative projects to his formal education at Symbiosis Law School and the SP Jain Institute of Management & Research, combined with a lifetime spent on the distillery floor. He views the strict government regulations on alcohol marketing in India not as a barrier, but as a catalyst for deeper brand storytelling. By prioritizing the quality of the liquid and the authenticity of the regional narrative, he intends to prove that Indian spirits can compete on a global stage without relying on international cues. For Bapuna, the goal is to build a portfolio that resonates with domestic consumers first, ensuring that every bottle serves as a reliable ambassador for Indian craftsmanship.