Welcome to the world of Eekh Rum, where tradition meets innovation, and the rich heritage of India is captured in every sip. Eekh, a brand that is revolutionising the perception of rum, stands as a testament to the craft of distilling sugarcane into a spirit that is both pure and exceptional. With every bottle of Eekh, you are not just enjoying a drink; you are experiencing a legacy steeped in tradition, passion, and authenticity.
The story of Eekh Rum is one of inspiration, dedication, and a deep-rooted passion for crafting high-quality rum. It all began with the vision of Abhijeet Roy and Simran Singh, the directors of Madhushala Beverages. The duo, driven by their diverse experiences and a shared love for quality spirits, set out on a journey to create something unique – an Indian rum that would stand apart from the rest.
Challenging conventions
Abhijeet’s journey towards creating Eekh Rum was marked by challenges but fuelled by a profound love for sugarcane-based spirits. While managing an English pub in London, he was captivated by the fervour with which people enjoyed the Caipirinha, a cocktail made with Cachaça, a Brazilian spirit distilled from sugarcane. This experience ignited a desire in him to create an Indian counterpart – a premium rum that would not only pay homage to sugarcane but also challenge the conventional perceptions of rum.
Simran, on the other hand, brought to the table her love for single malt whisky and a disdain for artificially sweetened rums. Together, Abhijeet and Simran embarked on a mission to craft a rum that would be pure, natural, and true to its roots. The name ‘Eekh,’ which translates to ‘sugarcane’ in Hindi, reflects this commitment to authenticity and heritage.
At the heart of Eekh Rum lies a simple yet profound philosophy: to use only the finest sugarcane juice to create a spirit that is both exceptional and true to its origins. Unlike conventional rums that rely on artificial flavours, additives, and sugars, Eekh Rum stays true to its roots. Every bottle of Eekh is a celebration of pure sugarcane juice, distilled to perfection, ensuring that the essence of sugarcane is captured in every drop.
The journey to create Eekh Rum was not without its challenges. The directors faced numerous hurdles, from securing finances to introducing a new rum category in a market dominated by traditional brands. Yet, their dedication and perseverance paid off. Today, Eekh Rum stands as a symbol of quality and authenticity, garnering attention and acclaim both in India and internationally.
Eekh Rum is not just about creating a premium spirit; it is also about doing so responsibly. The brand is committed to sustainability, ensuring that every step of the production process is carried out with the environment in mind. This commitment to sustainability is reflected in Eekh’s use of natural ingredients and its minimalistic approach to production. By using only water to liquefy the spirit and avoiding the addition of sugars or flavourings, Eekh Rum remains 100% pure cane spirit.
Accolades and recognition
Eekh Rum’s dedication to quality and craftsmanship has not gone unnoticed. The brand has received numerous accolades, cementing its position as a leader in the premium rum category. In 2023, Eekh Rum was awarded the Gold in the Super Premium Category at the Spiritz Achiever’s Awards. The brand also received Silver for Packaging Design at the same event, showcasing its commitment to not only creating a superior product but also presenting it in an aesthetically pleasing manner. Most recently, in 2024, Eekh Rum was awarded the Bronze at the International Wine & Spirits Competition (IWSC), further solidifying its reputation on the global stage.
What sets Eekh Rum apart from other rums on the market is its commitment to purity and quality. As Simran explains, “Our product is completely natural. We only use water to liquefy our spirit, ensuring it remains 100% pure cane spirit. There’s no added sugar or flavouring to it.” This dedication to maintaining the integrity of the spirit is what makes Eekh Rum truly unique.
Positioned as a premium segment product, Eekh Rum appeals to discerning drinkers who appreciate the finer things in life. With its distinctive indigenous taste and flavour, Eekh Rum is particularly appealing to individuals who savour their alcohol on the rocks, much like single malts or tequila. The brand also encourages consumers to experiment with classic cocktails, such as the Caipirinha, to fully appreciate the nuances of Eekh Rum.
Peek into the future
As Eekh Rum continues to grow, Abhijeet and Simran have ambitious plans for the future. Their long-term vision includes changing people’s perception of rum, expanding their presence across various states in India, and establishing a global footprint. They are committed to maintaining the quality and authenticity of their product, ensuring that every bottle of Eekh Rum offers a sophisticated drinking experience.
In addition to expanding their product range, Abhijeet and Simran are also exploring new variants of Eekh Rum, aiming to captivate the palates of drinkers worldwide. They are leveraging social media and collaborations with influencers to spread awareness about this new category of rum, highlighting the product’s unique selling points and its promise of a hangover-free indulgence.
Simran handles product development, blending, ensuring liquid consistency, and spearheading promotions and marketing efforts. Abhijeet, on the other hand, manages project finances, vendor relationships, sales, and administrative tasks. Together, they form a dynamic duo that is driving the success of Eekh Rum.
Reflecting on their journey, Abhijeet and Simran find solace in the rich history of sugarcane and its integral role in shaping cultures and traditions. Eekh Rum, with its Indianised name and simplistic logo inspired by the sun, pays homage to this legacy. Priced at Rs 3650 in Goa, Eekh Rum is more than just a drink; it is an experience that embodies the essence of India, crafted with passion and purity.
As they raise their glasses to toast their journey, Abhijeet and Simran invite drinkers to join them in savouring the spirit of Eekh. With every sip, you are not just tasting a premium rum; you are experiencing the culmination of a journey that celebrates tradition, innovation, and a deep respect for the craft of rum-making.
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