Madhvendra Deo Singh: Revolutionizing India’s Beverage Scene
Lucknow: In the ever-evolving landscape of India’s craft beverage industry, Madhvendra Deo Singh stands out as a visionary redefining the way we perceive and enjoy alcoholic drinks. As the driving force behind Mbrosia Nature Living LLP, he has introduced mead—a honey-based alcoholic beverage with ancient roots—to a country increasingly eager to experiment with unique, artisanal flavors.
With a deep passion for blending tradition and innovation, Madhvendra Deo Singh has transformed mead from a niche curiosity into a growing trend in India’s urban hotspots. Under his leadership, Mbrosia Nature Living LLP has successfully tapped into the adventurous palates of millennials and Gen Z, while catering to seasoned drinkers seeking something refreshingly different.
During our conversation, Madhvendra Deo Singh shares insights into the challenges and triumphs of popularizing mead in a market dominated by beer and wine. From identifying key markets like Maharashtra, Karnataka, and Delhi-NCR, to exploring the untapped potential in tourist-driven states like Rajasthan and Kerala, Madhvendra outlines his strategic vision for growth.
Through thoughtful innovation, sustainability, and a commitment to quality, Mbrosia Nature Living LLP is shaping the future of India’s craft beverage market, proving that mead isn’t just a drink—it’s an experience that bridges ancient tradition and modern taste. EXCERPTS
Q: Tell us about your background and the inspiration behind Mbrosia Nature Living LLP.
Madhvendra Deo Singh: I was fortunate to grow up in the heart of the Malihabadi Mango Belt, surrounded by lush mango orchards. My father’s passion for nature and farming, coupled with my mother’s nurturing influence, deeply shaped my values. The idea of Mbrosia stems from a desire to honor my father’s dream of transforming our mangoes and other fruits into world-class offerings. Our flagship initiative, Maeve Meadery, is named after the Irish goddess of intoxication and symbolizes our artisanal meads crafted with care and reverence.
Q: Why did you choose to produce mead, a relatively niche category in India?
Madhvendra: Mead, often called the “Drink of the Gods,” resonated with my vision of creating something deeply rooted in nature yet innovative. The exceptional quality of Malihabadi mangoes inspired me to elevate them into a premium beverage. By introducing mead to India, we aim to educate consumers about this ancient craft and carve a space in the market for this artisanal drink.
Q: Did you receive any state government support for your venture? What opportunities do you see for the mead industry in India?
Madhvendra: While we have applied for horticulture department schemes and signed an MoU with Invest UP, we are still awaiting direct support. The Indian mead industry has immense potential, given the rising demand for natural and unique craft beverages. To grow, we would appreciate simplified licensing processes and marketing support to introduce mead to a broader audience.
Q: Mead is still new to the Indian palate. How do you plan to educate consumers about it?
Madhvendra: Education is key. We plan to host tasting sessions at bars, restaurants, and cultural festivals, along with workshops at our meadery. Storytelling will also play a significant role—sharing the rich history of mead and its distinction from wine or beer. We are leveraging social media, collaborating with influencers, and organizing pop-ups to make mead approachable and intriguing for consumers.
Q: Can you shed light on your ingredients and manufacturing process? What role does innovation play in crafting your meads?
Madhvendra: Our foundation is premium honey sourced from ethical apiaries, and our star ingredient is the world-famous Malihabadi mango. We also use select botanicals and spices to add complexity. The meads are crafted using traditional fermentation methods, combined with modern precision, and are aged to perfection. Innovation is at the heart of our work—we experiment with diverse flavor profiles, like mango-chili and coffee-infused meads, to captivate first-time drinkers and seasoned connoisseurs alike.
Q: Craft beverages are on the rise. How do you position mead among other artisanal drinks like craft beer and spirits?
Madhvendra: Mead offers a unique narrative—it’s the world’s oldest alcoholic beverage with roots in mythology. We emphasize its natural, artisanal qualities, diverse flavor profiles, and pairing potential. Collaborating with restaurants for mead-pairing menus, introducing barrel-aged variants, and hosting immersive tasting events are part of our strategy to position mead as a sophisticated and versatile craft drink.
Q: Who do you see as your primary audience for mead in India? How does this differ from traditional beverage consumers?
Madhvendra: Our audience includes urban millennials, Gen Z, craft beverage enthusiasts, and health-conscious drinkers. They prioritize quality, sustainability, and authenticity over mainstream options. Unlike traditional beverage consumers, they seek novelty and are open to exploring unique, small-batch products like ours.
Q: Where do you see Mbrosia Nature Living and Maeve Meadery in the next five years?
Madhvendra: Our goal is to establish Maeve Meadery as a leading name in the global mead market while staying true to our roots. We want to empower local farmers, champion sustainable practices, and introduce the world to the incredible flavors of India, starting with Malihabadi mangoes.
Q: Which states or cities in India currently serve as the primary markets for mead, and what potential do you see for its growth in newer regions?
Madhvendra: Mead is rapidly gaining traction in India’s urban centers, where craft beverages are thriving. Maharashtra, with cities like Mumbai, Pune, and Nashik, stands out as the most significant market. The craft beverage culture here is well-established, especially in Nashik, a hub for wine production.
Similarly, Karnataka, particularly Bengaluru, presents an excellent opportunity. Its cosmopolitan demographic and booming craft brewery scene make it fertile ground for innovative drinks like mead. Goa, with its tourist-driven market, is another hotspot where people are eager to experiment with unique beverages.
Emerging markets include Delhi-NCR, Tamil Nadu (Chennai, Coimbatore), and West Bengal (Kolkata). These regions are seeing a growing appetite for artisanal alcoholic drinks, especially among younger, affluent consumers.
Q: Could you elaborate on the potential for mead in Uttar Pradesh and its cities?
Madhvendra: Uttar Pradesh presents a diverse market with great potential. Lucknow, being the capital, has a sophisticated and growing urban middle class. The hospitality industry in the city—high-end bars, restaurants, and cafes—offers a promising avenue for introducing mead. Noida and Ghaziabad, as part of the Delhi-NCR region, are also key markets due to their proximity to Delhi and the exposure of their residents to craft beverage trends.
Other cities like Varanasi and Agra hold unique opportunities, particularly as tourist destinations. Mead can be positioned as a cultural and premium offering for domestic and international visitors. Kanpur, an industrial hub, also has an audience with increasing disposable incomes who are open to trying new experiences.
Q: What strategies do you recommend for tapping into these promising markets?
Madhvendra: Success in Uttar Pradesh—and across India—requires a combination of market-specific strategies:
- Urban Outreach: Launching in cities like Lucknow, Noida, and Ghaziabad, where the population is more affluent and exposed to global trends, can set a strong foundation.
- Tourist-Centric Initiatives: Collaborating with establishments in Varanasi and Agra to position mead as a premium drink tailored for tourists is a smart approach.
- Awareness Campaigns: Hosting tasting events, partnering with influencers, and leveraging social media are critical for educating consumers about mead.
- Hospitality Partnerships: Working with upscale restaurants, hotels, and cafes to feature mead on their menus can create visibility.
- E-Commerce Focus: Expanding into alcohol delivery platforms in urban areas like Lucknow and Noida can boost accessibility.
Q: Moving beyond India, which international markets show the most promise for mead?
Madhvendra: Internationally, the United States is the largest market for mead, with over 500 meaderies already established. Craft beverage-friendly states like California, Oregon, and Colorado are ripe for expansion.
In Europe, the United Kingdom and Scandinavia are excellent markets due to their appreciation for heritage-rich products and mead’s Viking associations. Germany and Poland, with their honey-based drink traditions, also show potential.
The Asia-Pacific region offers opportunities in Japan, South Korea, Australia, and New Zealand, where the craft beverage culture is booming. Meanwhile, the Middle East, particularly the UAE, could serve as a niche market due to its expatriate population.
Q: What challenges do you foresee in expanding to new markets?
Madhvendra: Regulatory barriers remain a significant challenge, as alcohol laws vary widely by state and country. Educating consumers about mead, which is still niche, requires sustained marketing efforts. Additionally, competition from established craft beer and wine producers may require innovative strategies to stand out.
Q: Finally, what is your vision for the future of mead in India and globally?
Madhvendra: Mead has the potential to become a versatile and premium choice in the craft beverage space. With its natural ingredients, cultural heritage, and adaptability for both summer and winter, it appeals to a wide range of consumers. Strategic positioning, robust consumer education, and innovative collaborations will be key to unlocking its potential both in India and on the global stage.
With its innovative approach and deep respect for tradition, Mbrosia Nature Living is poised to redefine the Indian craft beverage scene. As Madhvendra Deo Singh takes the lead in introducing mead to India, his vision bridges heritage with modernity, creating a legacy that is both rooted and revolutionary.
