Praneeta Mahajan
Hamilton, July 4, 2023
India recently became the world’s largest consumer of the spirit by volume beating the Scots at their own game. This love affair with spirits is an age-old tale which dates back to the British Raj.
By the late 19th century, the British had colonised India and were ready to introduce it to their favourite drink. But they came up against an obstacle. Local Indians were used to their local drinks and pushed against the new product in town. The British Raj established a Commission to study Scotch Whisky in an attempt to prove to India that it was worth drinking.
The Commission, on completion of its studies, found out that Scotch was harmless and of outstanding quality, making it a perfect drink for social occasions. Scotch whisky entered India then and has become a sign of taste and culture ever since. It became the drink for Indians at social gatherings or used to toast during a particularly special celebration.
Enjoyed by the British Raj and the Indian elite, Scotch carried with it a sense of royalty. One that brings to mind the fairy-tale landscape of Scotland – with its castles and soaring landscapes. As Scotch made its way to being a drink that was accessible to more of India’s people, it held on to its aura of exclusivity. It is no wonder that India, with its own rich and regal history, took to a drink that echoed the same facets.
Tales of a bygone era
Maharaja Bhupinder Singh of Patiala, who ruled from 1900 to 1938, invited the Irish tent pegging team, the Viceroy’s Pride, to Patiala for a match.
The Irish lost terribly, owing to unexpected hangovers from drinking with the Maharaja the night before. When questioned, the 6’ 5” ruler, who also enjoyed tall drinks, proclaimed, “Yes, in Patiala, our pegs are larger.” And so, the Patiala peg, meaning a whisky peg poured from the bottom of a glass to a height between one’s index and ring fingers, was born. The Patiala peg would become the default for many whiskey lovers, containing at least twice the volume of a regular peg.
The British may have left, but India’s love for whisky endures. Scotch took on a special role in Indian cuisine – the pre-dinner dram and the post-dinner digestif. It was found to be both warming and invigorating, a welcome effect for Indians who had just eaten a heavy, spicy meal.
An expert in Hamilton
Ash Parmar of Hamilton is an expert with over 16 years of experience in the field and a renowned name in the industry for specialised whiskey-tasting sessions that he hosts regularly.
He is the founder of the online portal “Eight PM” where more than 15,000 customers get premium spirits and liquors delivered across New Zealand.
“It is an aristocratic rub-off that carried on in the Indian social gatherings. We have seen and heard of the gymkhana gatherings and elite parties in the older days, where certain drinks were deemed as elite offerings, suited for a select few,” he said during a conversation with Indian Newslink.
Mr Parmar said, “With greater freedoms and the availability of some high-quality products, it is no surprise that India’s appetite for finer things has only expanded with time, and whisky is no exception. But also, on a more personal level, I feel that we have grown up watching our elders drinking certain drinks while discussing politics, business and economy with a drink in their hands and it just stays with you as a part of your memories.”
Mr Parmar said that the Indian Diaspora in New Zealand is exploring a wide variety of exclusive brands, and no longer restricting themselves to entry-level whiskey brands.
He said, “It is refreshing to see the Diaspora move beyond the traditional favourites and take whiskey tasting, rum tasting and wine tasting sessions as a lifestyle choice. We are now foraying into the world of fine dining like never before, and it is a huge positive for all hospitality businesses, as Indians are one of the major contributors to the food and beverage industry.”
Praneeta Mahajan is an Indian Newslink reporter based in Hamilton.
