Delhi, 11th March 2026: Having established a solid base in several of North India’s key markets, Uppal Brewers & Distillers (UBD), the spirits arm of The Uppal Group, has officially announced its entry in Odisha. Sales of UBD’s flagship label, Soorahi – Finest Blended Indian whisky, have now commenced in the State across premium retail outlets and key on-trade locations in Odisha’s major urban hubs, including Bhubaneswar, Berhampore, and Cuttack.
The State is a cornerstone of UBD’s Eastern India strategy, driven by a consumer base that is increasingly moving away from mass-market labels in favour of premium, story-led Indian spirits. This launch follows UBD’s strategic rollout in Daman & Diu in February’26. By entering this high-velocity cross-border retail hub, UBD is benchmarking Soorahi against global labels in a market driven by diverse leisure and corporate travellers. Together, these launches signal a period of continuous scaling for the brand.
Since its launch in early 2025, Soorahi has disrupted the premium blended whisky category, selling over 2,00,000+ bottles in its first year across Delhi, Punjab, and Haryana. This milestone validates UBD’s “liquid-first” philosophy and sets the stage for its aggressive growth targets for 2026.
Kanhav Uppal, Co-Founder, Uppal Brewers & Distillers, added: “The Uppal Group’s legacy is built on excellence. Whether it’s luxury real estate or premium spirits, we believe in building for the long term. The overwhelming response to Soorahi has emboldened our vision to take this ‘Proudly Indian’ story to Odisha, and continue our expansion in 6–8 states by the end of this year.”
The simultaneous activation of Odisha and the Western belt of Daman & Diu is supported by the recently commissioned UBD bottling plant in Goa. This facility serves as the logistical engine for the brand’s pan-India transition, providing the supply chain agility required to meet rising demand.
“Odisha is a natural next step for Soorahi, given the region’s discerning consumers who increasingly value craftsmanship and nuanced flavour profiles. We believe the whisky’s balanced character will resonate well here and pair naturally with the bold, spice-forward coastal cuisines of markets like Odisha and Daman,” said Ankur Sachdeva, CEO and Co-Founder, Uppal Brewers & Distillers. “With Odisha, we aren’t just entering a new region; we are bringing a brand that has proven its mettle by selling a few lakh units in some of India’s most competitive markets. With our new bottling plant in Goa now live, we have the enhanced supply chain agility required to meet rising demand across Odisha, Daman, and beyond.”
The “Good Traveller” Identity
Soorahi—meaning “Good Traveller”—is designed for the contemporary consumer seeking balance and refinement. Positioned as an approachable premium, it offers a smooth, versatile profile priced at approximately INR 2,200 (750ml; prices vary by state).
With a portfolio that includes both Soorahi and the recently launched Madhvan whisky, UBD is firmly positioned to capture a significant share of India’s evolving premium alcobev market.
