Diageo India has broken ground on what is set to become the world’s largest hub for Indian craft spirits. The project, called The Good Craft Co. (TGCC) Flavour Market, is coming up in Ponda, Goa, on an 11-acre site that carries history as the birthplace of India’s first single malt.
What the Hub Will Offer
The Flavour Market is designed as more than just a distillery. Once complete, it will include:
- A craft distillery and nanobrewery
- An innovation lab and startup incubator
- A retail hub and immersive visitor centre
- Botanical trails and a vault for rare spirits
Together, these facilities aim to create a space where tradition meets innovation, while also offering travellers and enthusiasts a deep dive into India’s craft spirits culture.
From Flavour Lab to Flavour Market
This project is the next phase of Diageo’s Good Craft Co. platform. It builds on the TGCC Flavour Lab in Bengaluru, which first explored Indian ingredients and flavours on a smaller scale. The Goa hub takes that idea much further, creating an ecosystem for makers, entrepreneurs, and curious visitors to connect with the evolving world of Indian craft spirits.
Voices from Diageo
Explaining the vision, Vikram Damodaran, Chief Innovation Officer at Diageo India, said:
“The Good Craft Co. began as a way to spark curiosity and conversations around Indian craft spirits. The Flavour Lab in Bangalore laid the foundation, but with Ponda, we are building something far more ambitious. It’s a dynamic space where different parts of the community can engage with Indian craft spirits in meaningful ways.”
Strengthening India’s Craft Spirit Story
The Flavour Market is also positioned as part of Diageo India’s broader craft journey. It follows the successful launch of Godawan, the award-winning single malt rooted in Rajasthan, and reflects the company’s continued investment in Indian ingredients, culture, and craftsmanship.
