Under the intense glare of the sun and surrounded by swaying sugarcane fields, Aruna Urs and Chandra S discovered a unique bottle of local rum from a moonshiner in Huliyar, Belgaum district. As they savored their first sips, their smiles reflected a realization—they had unearthed a product with significant market potential.

This moment of discovery led to the creation of Huli, India's first jaggery-based rum. After eight years of meticulous development, the first batch of Huli, comprising approximately 2,000 bottles, is set to launch on August 15. The rum is poised to make its debut in the markets of Bengaluru and Mysuru.

Aruna Urs shared with The Print that traditionally, rum in India has been perceived as a drink for the lower-income bracket. However, Huli is designed to break this stereotype. It is positioned as a premium product, targeting a sophisticated demographic of 35-55-year-olds, inclusive of both genders, recognizing that rum is evolving beyond its male-centric image.

The Indian alcoholic beverage market is on an upward trajectory. In 2023, the market size was approximately $55 billion, with projections indicating a growth rate of seven percent annually, reaching $73 billion by 2027. 

Huli, meaning "tiger" in Kannada, is crafted using single-origin jaggery and produced at India's pioneering micro-distillery. The rum is bottled in 750ml sizes, priced at Rs 630. However, due to excise duties and retailer margins, the retail price for consumers will be Rs 2,800.

With its unique jaggery base and artisanal production, Huli aims to carve out a niche in India’s burgeoning spirits market, offering a premium alternative in the rum category.