A Tequila product from India?
Yes, that’s right. But, even though Agave India produces an outstanding 100% Agave product, the term ‘Tequila’ or even ‘Mezcal’ is protected by designation of origin registration and reserved for use by Mexico.
(You’ll find previous blog posts on how the agave plant found its way to India from Mexico here and issues related to Appellations of Origin (AO) here.)
As a result, Agave India Industries Pvt Ltd, the craft distiller behind Agave India, can only use the generic Agave designation and be content with the following on their promotional material:
100% Agave product, a gift of the blue-green Agave plant.
A plant grown in the red and black volcanic soils of India’s Deccan plateau and nourished in a semi-arid micro-climate similar to that of Central America.
In other words, it walks like a duck, squawks like a duck, tastes like a duck but… it is not a duck. Or, better, you can’t call it a duck.
Undeterred by this and secure in the knowledge that he makes world-class spirits products, Desmond Nazareth (under the brand name DesmondJi®) has been producing his products since 2011.
Meet DesmondJi®
The term Ji is a suffix used in India as a sign of respect, also known as an honorific and comparable to the Japanese –san or the Mexican Don, as in Don Julio. Kind of ironic actually, since I couldn’t tell the difference between DesmondJi 100% Agave and Don Julio Blanco in a blind taste test. Yes, it is that good.
Desmond is a graduate of the Indian MIT known as Indian Institute of Technology Madras (IIT-M) and moved to the US as a software entrepreneur. In 2000, he moved back to India. But, while in the States, his home bar became known among his friends as the place to go for the best margaritas. Alas, back in India, tequila products were not widely available (still aren’t due to tariffs) much less orange liqueurs or margarita blends. Too bad, he thought.
But, if you’re an entrepreneur, a problem can easily become an opportunity.
Desmond spent several years researching agave plants and the making of agave spirits including visits to Mexico to understand cultivation and
distillation. Back in India, he recalled seeing the distinctive agave plant in the Deccan plateau. The next thing you know, he builds a micro-distillery and produces a range of products. Agave India is the country’s first fully integrated “field to bottle” alcohol beverage company focusing on global spirits made to international standards with Indian raw materials and know-how.
When he and I spoke I asked him what the enormous agave plants were used for before he came along. His answer, “They were used as fences.”
A portfolio of 8 products
Under the DesmondJi® label, the company produces a 100%, a 51% Agave spirit and a 51% Agave Gold spirit with an oak finish. In addition, they have an Orange and Blue Curacao liqueur made with the Nagpur orange. After all, you can’t make a decent margarita without an orange liqueur and if you’re using Indian agave, you also should use a liqueur made from Indian oranges. In addition, they produce alcoholic margarita blends or, as we call it, a premixed margarita.
Finally, the portfolio also contains a Pure Cane spirit (think cachaça) made from locally grown sugar cane.
Challenges
While India is primarily a (scotch) whisky drinking country, white spirits like vodka and tequila have shown growth and future promise. But, for now at least, non-whisky alcohol products are a drop in the barrel, ur, bucket.
Desmond would like to set his sights on the US, the largest tequila consuming market in the world. But, I don’t need to tell you that while not yet saturated, the US tequila market is very cluttered. Can a craft agave spirit from India gain a foothold? Even if its terroir and geographic location is comparable to that of Mexico?
Still, the Indian population in the US (according to The Times of India) is the third largest from Asia, after those from China and the Philippines. They are mainly centered in the Boston to DC megalopolis and in Northern California. Further, I’ve been told that more than 60% of retailers in New Jersey are from the Indian sub-continent and in New York City, roughly 45%.
So the challenge is – will consumers from India or of Indian ancestry, have an interest in agave spirits from India? Will retailers?
Maybe the answer is that it’s not about national pride or appellation alone. Maybe it’s about a high quality product that uses these two elements to kick start a venture in the US.
To me it’s like brandy vs. cognac or champagne vs. prosecco – it’s not about nomenclature, it’s about quality.
What do you think?
29 comments
and What a delight, this Agave! And, the Cachacha, too! The Mexicans and Brazilians, come and get Desmonditis and you will swirl in the land of infinite fantasy!
Thanks for that comment, Sohan! It’s comments like yours that make the enterprise worth my while 🙂
Hi Desmond this is Vishu vardhan from Nagpur, a businessmen into construction and venturing into energy sector with biomass gasification technology during process for biomass i.e. energy plantation we came across Agave plant which can produce 500 MT tons in one hectare.. further research we found your venture and looks to be interested in knowing more about the plant and its multiple usages. Since we posses good land bank in Deccan plateau and intended extensive cultivation in this plant for biomass to our generation plant as raw material. I am interested in meeting you to know more about the plant and its different usages. It will be wonderful if you can find some time to meet as per your convenience and place, we might explore more avenues.
with warm wishes and looking forward for your reply.
vishnu vardhan
Thanks for the info and interesting to hear of your effort.
Please connect with me on email: desnaz@agaveindia.com and we can take it from there.
Cheers!
Hi Desmond this is Sanjay from city kolhapur, Maharashtra situated near at Deccan plateau i.e. Pannala, Amba ghat, gagan bavda and patan near koyna dam. Can guide me how to find agave plants in Deccan plateau….
Please contact Desmond directly.
Please contact me directly at desnaz@agaveindia.com
I read that the agave plant/ tequila from Mexico is good for diabetics ! Is it the same with the agave/ Desmondji from Andhra/ Goa ? Please advise.
If yes, then you have a big market in india! includes me :))
I’m not sure but will check.
My wife and I tasted it for the first time in Goa and have been fans ever since… As a matter of fact.. We ordered couple of shots and the bar girl gave us two shots without mentioning the brand… The taste was so outstanding that we went to her and asked for the brand of the tequila she served us… And that’s the story of how we became Desmondji fans for life 🙂
Thanks for sharing your experience. I’m a fan of the product as well.
Joe, just saw this query… so sorry for the delay in responding…
To the best of my knowledge, agave spirits have no special properties that help diabetics, whether they are made in Mexico or India. This is because the sweet cooked agave juices are fermented and multiple distilled, and the final distillate contais only ethyl alcohol and water (primarily), with a few other natural flavor compounds that survive the process…definitely no agave sugars!
Various claims have being made about agave sugars being good for diabetics but there is no definitive evidence for this as yet, to the best of my understanding.
Caveat emptor!
Hope that helps!
Ebin, just noticed your comment and was thrilled to read about the experience you and your wife had with our Indian agave spirits in Goa.
We are also very happy that Arthur is a fan!
Hope you continue to have access to our agave products and also try our other craft spirits and liqueurs, some uniquely Indian, like our recently released mahua products, next time you are in Goa/India.
Cheers!
Hi Desmond Ji, is there any way to invest in your business (buying shares of your company) as I found that Agave India or DesmondJi isn’t a listed company yet, and I see immense potential in your establishment.
I will forward this to Desmond Ji.
Hi Desmond, what is the shelf life?
Hi Sumesh, what products are your asking about? If agave spirits, then it would be no different from any bouquet spirits out there, including 100% agave tequila, or single malts, etc. If the cap is tight, the temperature you store the bottle in is below 35-40 deg Cent(cool) and you keep it in a out of sunlight, it should last decades… but if your don’t, all bets are off 🙂 Write to us at desnaz@agaveindia.com
I would like to know how to buy blue agave plant saplings,please e,-mail me
I’m sorry but I have no idea.
Dear Deshmond ji, what process involved in Agave, colors used sre Natural or artificial, If Ndtural, which ?? Are they stable with High alcohol %
Hi Desmond Ji, is there any way to invest in your business?
Hi Naman, yes there is (in Agave India, big ticket investments, in our growth phase). You can also invest in our USA based startup, Mahua to the World Inc, which will doing equity crowdfunding on a US platform in 2022. For further conversation, contact me at: desnaz@agaveindia.com
Hi DamodarJi, thanks for your query. Our Agave spirits do not have any artificial colors. Our 100% agave and 51% agave are clear spirits. Our 51% Gold (oak) finished agave has a light brown color that comes from charred oak wood. Salud!
Hi Desmondji, do you buy your agave from local farmers directly? Would you be interested in buying ?
Warm regards
Hi Desmonji, happy to know that you started producing liquor from Mahua. can supply you good quality Mahua flowers from Satpuda hills (Maharashtra). Would like to connect with you.
Hi Aarti, just saw this note! Sorry…
We buy our agave from villagers, using local agents.
Transport accounts for a big part of the cost.
Where from? Please email me more details: desnaz@agaveindia.com
Hi Ganesh: If you are able to supply foodgrade sundried mahua flowers, we can talk. Email me: desnaz@agaveindia.com
Hey Desmond! What an awesome journey for you so far. Thanks for putting India on the map for Agave spirits
I live in Sydney, Australia – are the products available here ?
Cheers,
Adi
Hi Adi:
Thanks for your comments and query. It has been an incredible journey, for sure!
Indian Agave spirits are indeed now a category and some products, including ours, are winning international awards in the Agave spirits category.
Our DesmondJi products are not currently available in Australia. You can keep tabs on us for when we do: http://www.desmondji.com
Warm regards.