Redefining India’s Craft Beverage Scene: A Conversation with Madhvendra Deo Singh
Redefining India’s Craft Beverage Scene: A Conversation with Madhvendra Deo Singh
In India’s fast-evolving craft beverage industry, Madhvendra Deo Singh is making waves by reintroducing one of the world’s oldest alcoholic drinks—mead. Through Mbrosia Nature Living LLP and its flagship Maeve Meadery, Singh is blending innovation with heritage, turning honey-based mead into a modern, premium experience.
Q: What inspired the creation of Mbrosia Nature Living LLP?
Growing up in the Malihabadi mango belt, surrounded by orchards, deeply influenced me. My father’s love for nature and my mother’s nurturing spirit planted the seed. Mbrosia was born to turn our family’s produce into something world-class. Maeve Meadery, named after the Irish goddess of intoxication, reflects our commitment to craftsmanship and culture.
Q: Why choose mead—a little-known beverage in India?
Mead, the “Drink of the Gods,” felt like the perfect blend of nature and novelty. Our region’s premium mangoes inspired me to create something unique. We want to introduce Indians to this ancient drink and carve out a niche in the craft beverage space.
Q: Has government support helped your journey?
We’ve applied under horticulture schemes and signed an MoU with Invest UP, but are still waiting on formal backing. There’s huge potential for mead in India, especially as demand rises for natural and artisanal options. A simplified licensing process and marketing support would go a long way.
Q: How are you making mead familiar to Indian consumers?
Awareness is key. We’re hosting tasting events, workshops, and pop-ups. Through storytelling, social media, and influencer tie-ups, we aim to make mead both accessible and intriguing.
Q: Tell us about your ingredients and innovation.
We use ethically sourced honey and Malihabadi mangoes, blended with botanicals and spices. Our meads are crafted with traditional fermentation and modern finesse. Innovation drives us—flavors like mango-chili or coffee keep our offerings exciting.
Q: How does mead stand out among other craft drinks?
Mead has a distinct story—steeped in history, rooted in nature. It’s versatile and pairs well with food. We’re collaborating with restaurants, offering barrel-aged variants, and creating immersive experiences to position it as a refined craft option.
Q: Who’s your target audience?
Urban millennials, Gen Z, and conscious consumers who value quality and authenticity. They prefer unique, small-batch drinks over mass-produced ones.
Q: What’s your five-year vision for Maeve Meadery?
We aim to become a top name in global mead while supporting local farmers and promoting sustainable practices—starting with showcasing the richness of Malihabadi mangoes.
Q: Where is mead gaining traction in India?
Maharashtra leads—especially Mumbai, Pune, and Nashik. Karnataka (Bengaluru) and Goa are also key due to their strong craft beverage culture. Delhi-NCR, Chennai, Coimbatore, and Kolkata are emerging as promising markets.
Q: What about Uttar Pradesh?
Lucknow’s growing middle class makes it ideal for premium products. Noida and Ghaziabad, with their proximity to Delhi, are also key. Tourist cities like Varanasi and Agra offer a great opportunity to present mead as a cultural experience.
Q: What’s your market entry strategy?
• Target urban hubs with global exposure
• Partner with tourist destinations
• Conduct tasting events and campaigns
• Collaborate with upscale hospitality players
• Expand on e-commerce alcohol platforms
Q: Where do you see international potential?
The U.S. leads globally with over 500 meaderies. Europe—especially the UK, Scandinavia, Germany, and Poland—is ripe due to its historical connection with honey-based drinks. In Asia-Pacific, countries like Japan, South Korea, and Australia show promise. The UAE also offers niche potential.
Q: What hurdles do you face in expansion?
Regulatory complexity and consumer unfamiliarity are the main challenges. Competing with established beer and wine brands means we must stay innovative and educate consistently.
Q: Your vision for mead, in India and globally?
Mead can be the next big thing in the craft scene. Its versatility, heritage, and natural profile make it ideal for both domestic and global markets. With the right strategy, mead can evolve from curiosity to cultural icon
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