The Indian alcobev industry has long been a space shaped by tradition, but in recent years, a new wave of women is challenging outdated perceptions and reshaping the narrative. Whether behind the bar, leading advocacy, crafting spirits, or driving brands forward, women in the industry continue to push boundaries and redefine what leadership looks like in this space.
But while progress is being made, stigma and challenges still exist - from navigating societal expectations to overcoming industry biases. So, what does it truly mean to be a woman in India’s alcobev world today?
For this feature, we’ve spoken to a group of industry leaders - consultants, brand directors, entrepreneurs, and communicators - to hear their experiences firsthand. The good, the challenges, and most importantly, the future they envision for the next generation.
Karina Aggarwal - Founder-Director, Gigglewater Beverage Concepts
Q. You’ve built a career in an industry where women have historically been the exception, not the norm. What made you stay in an industry that can often be difficult for women to thrive?
Learning about wines and spirits and beer completely fascinated me. My first 5-6 years in the industry I approached it as though I was doing a PhD - gathering as much information as I could, interviewing and tasting with winemakers, distillers, brewers, brand ambassadors! It wasn't always easy - much questioning about whether I belonged in those rooms, having to prove how much I knew (which they would rarely question the man), sometimes safety being a factor too. But I persisted because I loved the stories and how they came together in a bottle. Then I realised I had a knack for re-telling the stories in a way that was approachable and excited people. Soon my work got me to travel to incredible locations and witness beautiful sights and glasses, and I was forever hooked.
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
We need to tell women's stories and we need to ensure they have a seat at every panel, jury, and table. I recognise the criticism that it shouldn't be about 'female' bartenders/chefs etc and the ranking should be merit based but we can only start treating everyone equally when the opportunities, the support from the system is equal. Right now for a woman to make it in the beverage industry in India, the starting line is way behind her male counterpart's. And it's beyond just the functioning within bars - it's about societal stigma, it's about physical safety, it's about parents wanting to protect their daughters...things a man doesn't have to even consider.
And when it comes to hiring, it's also important to foster an environment that is conducive to women working there - dedicated staff toilets/changing rooms, travel facilities where possible, having conversations with the entire team about gender biases...it's more than just a token hire.
Q. What’s one thing you wish more women knew about building a career in the alcobev world—something that would have made your own journey easier?
For a long time it's been a boy's club and women were pitted against each other. It's so much better when women support each other and pull each other up the ladder. We need to treat each other with respect and demand respect. And of course, do the work that needs doing, and doing it well. Not taking advantage of being the 'diversity hire'.
It also helps to have a thick skin. There will be stupid comments, untrue rumours that come our way. And while the attempt is to change that for good, in the interest of self-preservation right now, growing a thicker skin will make this journey easier.
Priyanka Blah: founder: The Dram Attic, Academy Chair: World’s 50 Best Bars, Drinks Writer
Q. You’ve built a career in an industry where women have historically been the exception, not the norm. What made you stay in an industry that can often be difficult for women to thrive?
This might not be the answer you were hoping for but to be really honest, I fell into this industry by accident and never looked back. I grew up in a matrilineal society and a household where the women were the heads of our family. So I’d say I was pretty bull headed about standing my ground, not based on my gender, but on my capabilities. Till date, my goal is not to thrive “as a woman” in anything I do. My goal is to thrive and inspire and stand as an equal. I am fully aware that the diverse nature of the country means this is only a pipe dream for most, and to them I'd say building a career based on merit, talent, hard work, and credibility has far more long term cache than you can imagine.
Conversations around gender and opportunity, while well intentioned, can sometimes distract from problems relating to things like access to education, lack of skill training, lack of mentorship, etc. These are the building blocks of an equitable society so we have to start there. So to answer your question, what makes me stay is the fact that I truly believe I earned my place in it via merit and hard work and that is my fuel.
Q. Cultural stigma around women drinking or working in bars still exists in India. What approach did you have to breaking these barriers?
Changing the image of “women in bars” has been a conscious and consolidated effort in our industry and we have come a long way in India. The key is to not play into the tropes and show the world that this is a respectable career - women in bars can take on multiple roles including operations, ownership, etc and have proved to be integral to some of the world’s finest establishments. We just need to ensure we package this as a career and not just a job so we can inspire more women to join us. One of the things I do when speaking with employers is encourage them to chart out a growth plan for their employees (not just the women) to show them that there is an intent to nurture them into bigger roles within the organisation. Show them you believe in them and they will feel safe.
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
Assure them that they don’t have to choose between family and career and both can coexist. Create safe spaces for them to straddle both roles without having to choose and find ways to be flexible as employers. Equal pay and equal opportunities are two things that are critical for us to keep women in the workforce, as well as a culture of mentorship, upskilling, and constant education and training. Empowerment comes with skill and education, not hashtags and goodie bags.
Q. If you could change one thing overnight to make the industry more inclusive for women, what would it be and why?
Give them the skills. Let them know they are in a position to play the long game and play it till the end without feeling unsure of whether they know enough or as much as their male counterparts. Imposter syndrome is real and it is unfortunately much more glaring in us women who tend to second guess ourselves way more than we should. I would love to see greater emphasis on skill training, education, and mentorship and a real investment from employers in the careers of the people they bring into their brands. Don’t treat them like “they need the job”, make them believe in the career.
Shatbhi Basu: Founder: Stir Academy | Industry Icon
Q. You’ve built a career in an industry where women have historically been the exception, not the norm. What made you stay in an industry that can often be difficult for women to thrive?
Honestly I’ve never really had an issue except at the very beginning when I was training to be a chef. That was the only time I felt I might be out of place. Ever since I moved into the restaurant and bar it’s been a great environment of learning and camaraderie. Most of all because I came to enjoy what I did and every day was a brand new day of meeting people, interacting and creating stuff for them.
Q. Cultural stigma around women drinking or working in bars still exists in India. What approach did you have to breaking these barriers?
Fortunately, I came from a background that everyone is equal and I could do whatever I chose to. For me, the biggest learning was that to break any barrier, knowledge is the key. The more you know, the more confident you become and that changes your body, which sends out the right message to people you interact with. They can see the authority you wield over your subject matter and respect you. Also you must know how to communicate well and groom yourself correctly. All of these help in breaking down barriers not just with guests but also with your own team mates.
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
In my mind the way we can empower them is by ensuring they are equipped with knowledge and a deeper understanding of all things spirited. Knowing how to mix the most popular cocktails is not enough. It’s also important to help them learn the skills of communication, build general knowledge, language skills and grooming.
Q. What’s one thing you wish more women knew about building a career in the alcobev world—something that would have made your own journey easier?
Knowing the different opportunities that exist beyond just bartending, and the academic background you need to build for the same. That would have helped for sure. Access to good information and opportunities were rare commodities in my day!!
Q. What’s one moment in your career that made you feel like real change is happening for women in this industry?
I’m not sure there was ever such a moment! In fact the reverse has been true when everything we had tried to achieve went down the drain when the Jessica Lal shooting happened in Delhi. I still remember the backlash of negativity against women in bartending! I think the last 5 years however have been really fantastic as I saw more and more young women braving everything to come forward and do what they love. Most importantly, when you see women from small cities in rural India that are making a mark. Now that’s the kind of change that’s welcome!
Q. If you could change one thing overnight to make the industry more inclusive for women, what would it be and why?
I guess that would be making sure they had better facilities both at the work place as well as to make sure they got home safely at night.
Minakshi Singh: Co-Founder: Sidecar, The Brook, Cocktails & Dreams, Bhumi, Cafe Lungta, Co-Founder: India Bartender Week
Q. You’ve built a career in an industry where women have historically been the exception, not the norm. What made you stay in an industry that can often be difficult for women to thrive?
I stumbled upon this industry when I was in college, and never left. Yes it is a tough one for women, but it is also highly rewarding if you put in the work, and have the right direction, and team to work with.
Like in the beginning I had the opportunity to work with a start up, and then went on to work with MNCs, they both taught me how to do business, but also, how to sustain it. The value of learning at the beginning of your career is priceless. I enjoyed and was exceptionally motivated at all times, and hence I never doubted my place in the industry.
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
I feel hiring women is the first step, and after that, there has to be constant training, mentoring, learning and exposure that has been done for the team overall. Women sometimes need an extra nudge or a counselling session just like men do, and I feel they should feel free to reach out to people who can guide them. It will only broaden their perspective, and opportunities.
Q. Are there any programs or initiatives that you see making progress in this space?
I see globally, many initiatives like Ada Coleman Project, Celebrate Her, to name a few, that are championing women in our industry, highlighting their work, and providing opportunities, via networking and exposure. Sometimes all it takes is a simple introduction to get that going. We still don't have a very powerful program in India dedicated to women in our industry. Although I have seen Diageo, Monin, and a few companies taking initiatives, this platform still has been built here.
Q. What’s one moment in your career that made you feel like real change is happening for women in this industry?
I must say every time I see a girl winning in a competition, I get emotional. It comes from a place of not seeing enough wins for us over decades, and finally seeing it moves me. Whether seeing Aashie in Top 12 Diageo World Class Global Finals, or Apoorva winning the Blend Scholarship, just to take and twist the famous Neil Armstrong quote - "One small step for a woman, but a giant leap for mankind".
Feruzan Bilimoria: Beverage Research Specialist
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
There is a cultural shift towards encouraging more women in the bartending community. However to truly make an impact, offering the same opportunities to provide a safe space for work are necessary for a long and fulfilling space in their careers. Many of us shrug off the security risks in cities as a one-off instance every time, but changing the perception of what it means to be a woman behind the bar starts with education. When we accept these differences and similarities of what it means to have a diverse bar team, we can truly thrive as a community.
Q. What’s one thing you wish more women knew about building a career in the alcobev world—something that would have made your own journey easier?
There are multiple things I wish I knew before starting out but one thing that definitely stuck with me, is that demand for women in the bar often exceeds the supply. This gap does not exist for the men in this space and it causes a lot of resentment and bruised egos from both sides. However this can be overcome with the right communication and putting everybody on the same level. When we focus on our growth through skills, techniques and management styles, the distance is easy to heal. So don’t be shot down when you come across such difficulties, we all must constantly learn to become mentally strong and rise above the differences that set us apart.
Q. What’s one moment in your career that made you feel like real change is happening for women in this industry?
There have been multiple instances but what truly made an impact, was when Aashie Bhatnagar won Diageo’s World Class competition as India’s Champion and shone on the global stage as Top 6 with the best of the best. I am truly in awe of the resilience of Indian bartenders and the support that stood out when she was on the global stage. That was a major step not just for women in the Indian bar community but for our national community as a whole.
Q. If you could change one thing overnight to make the industry more inclusive for women, what would it be and why?
It would be to stop hiring women as just a quota to fill up bartending jobs, or ignore them altogether as a liability behind a bar, but to consider them as an equal part of what can make a bar thrive in every aspect.
Smitha Menon: Journalist | Podcast Host
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
I think real impact comes from actually making sure that these women stay in the industry and have the right opportunities to grow, be mentored and supported within the industry. So in the context of India, that could mean drops (home) late at night, it means more senior mentorship that are female. That helps!
It could also be gender sensitisation for the entire organisation. Those are the things that help make women feel more seen and more heard. And of course having women in senior positions.
Q. What’s one thing you wish more women knew about building a career in the alcobev world; something that would have made your own journey easier?
One thing I wish more women knew while making a career in this space is that it’s totally okay to ask for help. I think women generally try to do things on their own and we find it hard to ask for help. And asking for help opens up a whole lot of doors. It opens up a whole lot of opportunities. Genuinely people do want to help you. You literally have to ask.
Q. Are there any programs or initiatives that you see making progress in this space?
In this industry it's sort of cool to be recognised as female within the space, so sometimes a lot of brands just do it because it makes them look good. Not necessarily because they genuinely care about a woman being recognised for her effort.
But in the past few years, I’ve actually seen a change in that, and a lot of people are genuinely wanting to support women, and are making a concerted effort to identify women across the alcobev space and support them in some way or the other.
Q. If you could change one thing overnight to make the industry more inclusive for women, what would it be and why?
If there is one thing I could change overnight, it would be attitudes. Attitudes towards seeing women behind the bar in a position of power, attitudes towards seeing women on the bar floor, seeing women behind the counter, attitudes towards associating women and alcohol.
These are the things that traditionally have been looked upon with some amount of trepidation and suspicion. It's these old world ideas that get very limiting for women as they want to grow within the space.
If I could change that overnight, I would!
Mugdha Gupta: Senior Manager - Innovations: The Good Craft Co.
Q. You’ve built a career in an industry where women have historically been the exception, not the norm. What made you stay in an industry that can often be difficult for women to thrive?
I never really saw myself as an exception, I was just someone who fell head over heels for this industry (and thankfully, it loved me back). The world of craft spirits, flavours, innovation, and hospitality has always fascinated me, and I’ve been lucky to have great mentors and friends who cheered me on instead of questioning why I was here.
I like a good challenge—and clearly, so does every woman who decides to stick around in this industry, but I never felt like it was an uphill battle. I was surrounded by people who saw my passion and encouraged me to grow. And now, when I look around and see more women stepping into leadership roles, it just reinforces what I’ve always believed: this is an industry where we belong, and our presence should feel natural—not groundbreaking
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
Hiring more women is great, but the real challenge is keeping them here. That means fixing the things that push women out—like unrealistic work expectations, unsafe environments, and the tired old assumption that we’re just ‘passing through’ on our way to something else. The goal isn’t just to boost numbers; it’s to build a space where women can thrive, grow, and have long, fulfilling careers. That happens when workplaces support them at every stage—through real mentorship, leadership opportunities, or simply by normalising women behind the bar, behind the brand, in the distillery, or running the show.
And let’s talk about visibility—because if you can’t see it, it’s harder to believe you can be it. The more we normalise women leading in distilling, brewing, innovation, brand building, and bar management, the easier it becomes for the next generation to step in without hesitation. It’s not about ‘fixing’ things—it’s about making sure talent, creativity, and hard work speak louder than gender.
Also, let’s be honest: the drinks are better when everyone gets a seat at the table.
Q. What’s one thing you wish more women knew about building a career in the alcobev world—something that would have made your own journey easier?
Honestly, this industry doesn’t need more women who just blend in—it needs women who bring their own energy, perspective, and leadership style. I wish someone had told me early on that you don’t need to know everything from Day 1—just start, keep learning, and don’t let imposter syndrome kill your buzz. Also, forget the outdated social stigma. Loving spirits, cocktails, or brewing doesn’t make you any less ‘respectable’—it makes you someone with great taste and a fascinating job. This industry is deeply rewarding, endlessly creative, and full of people who appreciate skill and passion over stereotypes. So, if you love what you do, stay curious, and trust yourself, you’ll find your place—and have a great time doing it.
Q. What’s one moment in your career that made you feel like real change is happening for women in this industry?
Recently, at The Good Craft Co, we had seven badass women from bars across India come together for a special session. As I looked around the room, I realized—this wasn’t some token initiative or a one-off event. These women weren’t here to ‘prove’ anything—they were here because they’re some of the best in the business.
What struck me most wasn’t just their talent, passion, or the fact that they’re behind some of the most recognizable bar programs in the country. It was how normal it felt.
There was no ‘Look at us breaking barriers!’ energy—just a group of professionals exchanging ideas, learning, and pushing the industry forward.
That’s when it hit me: real change is happening when we stop treating moments like this as exceptions. When women being at the forefront isn’t framed as a statement, but simply as the way things are. The goal isn’t just to have more women in the industry—it’s to get to a place where their presence is so expected that no one even feels the need to point it out.
Q. If you could change one thing overnight to make the industry more inclusive for women, what would it be and why?
I’d change people’s default assumptions— That women behind the bar are there for aesthetics, not expertise; That a woman drinking whiskey must be ‘out of her comfort zone’ instead of simply knowing what she likes; or that a woman leading an alcohol brand is a novelty rather than the norm.
Imagine a world where a woman walks into a distillery, and no one looks surprised. Where a female bartender working the closing shift isn’t seen as unusual or concerning. Where the only question a woman gets about whiskey is, “Neat or on the rocks?”.
That, my friends, would be a dream. The more we celebrate craft, creativity, and expertise -regardless of gender -the more we shift from “women making a mark” to people doing great work, period.
And also, can we get some actual pockets in work uniforms while we’re at it? - Mugdha Gupta
Vaniitha Jaiin: Founder: The Perfect Pour, Co-founder: Revelry Distillery, A House of Premium Spirits.
Q. You’ve built a career in an industry where women have historically been the exception, not the norm. What made you stay in an industry that can often be difficult for women to thrive?
Honestly, it was never about being a woman in the industry—it was about being deeply passionate about the industry. I stayed because I genuinely believed I had something to contribute, and I refused to let outdated norms define my place in it. Of course, there were challenges, but every barrier was also an opportunity to carve out space not just for myself, but for others to follow. It’s that sense of purpose that kept me going.
Q. Beyond just hiring more women, what meaningful changes do you think the industry needs to truly support and empower female professionals to long and rewarding careers?
We need transparent growth paths, and better mentorship. It’s not enough to “include” women—we have to invest in them. This means creating environments where they are not just hired, but heard. Also, more flexible roles and re-entry opportunities for women who may take breaks for personal reasons would go a long way in creating sustainable careers.
Q. What’s one thing you wish more women knew about building a career in the alcobev world—something that would have made your own journey easier?
I wish more women knew that expertise earns respect—even in rooms where you’re the only woman. You don’t need to overcompensate or second-guess yourself. This industry is evolving, and knowledge truly is your strongest asset. If you invest in learning the craft—be it spirits, wine, cocktails, or business—you start shifting the conversation from “why are you here?” to “can you teach me that?”
Q. What’s one moment in your career that made you feel like real change is happening for women in this industry?
A few years ago, I was mentoring a young woman entering the Alcobev space. She told me she never questioned whether she could have a career in alcobev—because she had seen other women like me doing it. That moment hit me hard. It reminded me that visibility matters. Real change isn’t always in headlines—it’s in the quiet confidence of the next generation, walking into rooms we once had to fight to enter.
Final Thoughts
The collective voices of these pioneering women underscore that true progress in the Indian alcobev industry transcends mere representation; it necessitates a fundamental shift towards valuing expertise and fostering equitable opportunities. They advocate for robust educational frameworks, safe and supportive work environments, and mentorship programs that empower women to excel based on their skills, not their gender. This transformation aims to normalize female leadership, moving beyond celebrating "women making a mark" to simply recognizing "people doing great work," where quiet, consistent strides towards inclusivity ultimately redefine the industry's landscape.
