Indian craft spirits and contemporary fashion came together at Lakmē Fashion Week x FDCI in New Delhi on October 15, when Jaisalmer Indian Craft Gin partnered with designer Samant Chauhan to present a Crafted Bar and a collection of special collectibles at New Delhi’s Taj Palace.
At the centre of the collaboration was a cocktail experience celebrating Indian ingredients and craftsmanship. Jaisalmer’s gin is made using 11 botanicals, seven of which are sourced from India, including Darjeeling green tea, lemongrass and cubeb pepper. The spirit is produced from triple-distilled neutral grain spirit and redistilled in traditional copper pot stills.
The brand’s partnership with Chauhan extended the idea of craft from the glass to the runway. Known for his work with Bhagalpur silk, the designer has spent much of his career exploring ways to bring the region’s handloom traditions into contemporary fashion. His label, established in 2006, combines traditional textiles with modern silhouettes.
At the event, the Crafted Bar offered guests a curated cocktail experience, while the special collectibles reflected the collaboration’s shared interest in material, provenance and design.
According to Kunal Madan, Chief Marketing Officer at Radico Khaitan, the collaboration was an opportunity to connect Jaisalmer with India’s wider creative landscape and introduce consumers to experiences beyond the spirit itself. Jaisalmer Indian Craft Gin is available in around 40 countries. Its botanical profile draws on ingredients from across India, while its visual identity references the heritage of Jaisalmer, including the city’s fort and the black buck motif associated with its royal flag.
