New Delhi, April 28 -- When NV Group launched Smoke Lab, it aimed to do vodka differently-ditching familiar citrus and berry profiles for local flavours.

"When we started doing flavours, nobody was thinking about Indian flavours. Everybody was doing orange, lime, lemon and raspberry. We saw that gap," said Varun Jain, who runs the brand founded in 2020. In October 2025, it launched a liquid gold variant, infused with 24-carat edible gold flakes.

But, alongside building its vodka business, it is now expanding its presence across categories, Jain said. "We have added beer to our portfolio and are working on introducing tequila, wine and a single malt whisky, a move aimed at becoming a fuller portfolio player."

It also launched Mohulo gin...