TILAKNAGAR INDUSTRIES DEEPENS STAKE IN BARTISANS

Tilaknagar Industries Ltd. (TI) has reinforced its commitment to India’s burgeoning cocktail culture by increasing its investment in premium mixer brand Bartisans. The company has infused an additional Rs 2 crore into Round The Cocktails Private Limited, raising its stake from 36.17 per cent to 41.45 per cent on a fully diluted basis. The fresh capital will be channelled into Bartisans’ growth initiatives, including expansion on quick commerce platforms and the launch of innovative single-serve packaging formats designed to make premium cocktail experiences more accessible.

TI first invested in Bartisans in September 2024, recognising the rising demand for convenient, high-quality at-home drinking solutions. Founded in 2021 by mother-son duo Jovita and Jordan Mascarenhas, Bartisans has carved a niche with its all-natural, ready-to-pour cocktail and mocktail mixers tailored to evolving Indian consumer preferences. The brand has quickly gained traction among urban consumers seeking sophistication and ease in their home entertainment rituals.

Ameya Deshpande, Chief Strategy Officer at TI, underscored the strategic rationale behind the increased investment. “Our confidence in Bartisans reflects the fast-growing premium mixer category and the brand’s strong potential. Since our initial investment, Bartisans has demonstrated encouraging momentum and delivered successful collaborations, such as Golden Hour, the bespoke mixer created for Monarch Legacy Edition Brandy,” he said. The statement highlights TI’s broader ambition to integrate Bartisans into its premium spirits portfolio, creating synergies between mixers and established liquor brands.

For Bartisans, the partnership represents both validation and opportunity. “We are delighted to grow our partnership with Tilaknagar Industries as we take Bartisans to newer heights,” said Jovita Mascarenhas, Co-Founder of Round The Cocktails Private Limited. “The additional capital will help us accelerate our geographical expansion, new product launches, and introduce innovative formats that make premium cocktail experiences more accessible and convenient for consumers.” Her remarks reflect the brand’s focus on scaling operations while maintaining its emphasis on quality and innovation.

The investment will be funded entirely through TI’s internal cash resources, signalling the company’s confidence in Bartisans’ trajectory and its alignment with TI’s long-term growth strategy. As India’s premiumisation story continues to unfold, TI’s move positions it at the intersection of spirits and mixers, catering to a new generation of consumers who value authenticity, convenience, and elevated drinking experiences. With Bartisans poised to expand its footprint and product range, the partnership is expected to strengthen TI’s presence in the premium beverage ecosystem and reinforce its reputation as a forward-looking player in India’s evolving drinks market.