Diageo’s artisanal single malt is also a green crusader & is finding beauty in scarcity

Godawan, Diageo India’s crafted, artisanal Single Malt, is inspired by its namesake – the Great Indian Bustard, a majestic avian, which was once ubiquitous across India, but is now nearing extinction and features on the UN Red List of endangered species and finds its last refuge in Rajasthan. 

Symbolic of finding beauty in scarcity, Godawan represents everything that makes Rajasthan the home to craft at its finest. Godawan - The Spirit of the Desert pays homage to those craftsmen and innovators who have sustainably and consciously redefined the glory of the land they hail from. Godawan is the embodiment of Diageo India’s commitment to the conservation of the Great Indian Bustard and Indian communities of artisans and craftspeople. With only a few Great Indian Bustards left in the world, every bottle the company produces will contribute to the conservation of this exquisite bird.

Recognising the efforts by Diageo, the Bishnoi community has allotted 250 acres of land for safe habitat development in nearby villages of Khetolai, Pokhran, and Jaisalmer in partnership with the District Forest Department.

Out of the total land, 50 acres are being developed for local village livestock fodder and 200 acres are fenced as an exclusive safe area for Godawan and the habitat is being developed with native seeds and trees.

In an interaction with Adgully, Vikram Damodaran, Chief Innovation Officer, Diageo India, talks about Mindful Luxury - The Rise of the Conscious Consumer, how Godawan is redefining the meaning of luxury, key shifts in consumer preferences and behaviours, and more.

What is the inspiration behind Godawan, Diageo India’s crafted, artisanal Single Malt?

India, herself, is the inspiration. India has an extremely rich history, culture, and tradition when it comes to distillation techniques. Creating a single malt with deep provenance at its heart, was the genesis for Godawan. To bring this to life, we selected our distillery at Alwar in Rajasthan as the Home of Godawan. Rajasthan has extremely deep-rooted connections to craft, artisanal values, and bespoke distillation techniques. With temperatures reaching 101 Deg F, being water-starved and resource-challenged, it presented an opportunity to create a single malt that would be as bespoke as it would be precious. In essence, Godawan represents The Spirit of the Desert. Beauty in Scarcity.

Why is the Great Indian Bustard significant to the story of Godawan? In what way does Godawan symbolise finding beauty in scarcity?

Our artisanal single malt is deeply rooted in Rajasthan. The one motif that spoke for Beauty in Scarcity was The Great Indian Bustard, the Godawan. What was once in contention to be the national bird of India and found in tens of thousands, is now down to just over 100 found in the Jaisalmer area. It is also notified as a protected bird in the UN Red List of endangered species. Therefore, for us, the Godawan truly represents Beauty in Scarcity, like the artisanal single malt.

How does Godawan pay homage to craftsmen and innovators? How does Diageo India contribute to the conservation of the Great Indian Bustard through Godawan?

Godawan is a proposition that is built on craftsmanship, skill, ingenuity, and innovation. Right from the selection of a specific strain of six-row barley that uses lesser water to grow to the unique slow-trickle distillation protocol that imparts the right sensorial to the new make spirit and the complex architecture of casks used to create bespoke expressions and not to mention the final touch with the finishing of the liquid in casks steeped with specific hand-picked Indian botanicals – the entire process is a celebration of artisanal craftsmanship every step of the way.

We have made a long-term commitment to the conservation of the bird with a part of our proceeds from the sale of every bottle going towards this cause.

How has the Bishnoi community collaborated with Diageo in the conservation efforts?

For the last five years, we have been working in partnership with Gramodaya Samajik Sansthan (GSS), an NGO partner for various Water, Women Empowerment, and Conservation projects in Rajasthan. We have been working in cities like Alwar, Udaipur, Jodhpur, and now in Jaisalmer for Godawan conservation.

Thanks to the Bishnoi community, who recognised our efforts and allotted 250 acres of land for safe habitat development at Village Khetolai, Pokhran, Jaisalmer in partnership with the District Forest Department. From this land, 50 acres are being developed for local village livestock fodder and 200 acres are fenced as an exclusive safe area for Godawan and the habitat is being developed with native seeds and trees.

What is the purpose of the 250 acres of land allotted by the Bishnoi community for safe habitat development? How is the land being utilised in the nearby villages of Khetolai, Pokhran, and Jaisalmer? What role do the Godawan Mitra (Volunteers) play in engaging with the local community?

Groundwater RCC storage tanks have been constructed which were filled with water to support the growth of grasslands and other native bushes and trees throughout the year. We are in discussion with the Municipal Corporate of Jaisalmer City as well as Pokhran, to check the feasibility to take the Sewage Treatment Plant’s treated water to our area for irrigation purposes.

To prevent poaching, Godawan Mitra (Volunteers) have been appointed to engage with the local community.

How does Godawan redefine the meaning of luxury, according to the concept of Mindful Luxury?

Godawan is built for “Aesthete” consumer audience groups. The audience in this group is affluent, 30-45-year-old male/ female urban consumers, with successful well-to-do careers, businesses, and professions. They are consumers who particularly enjoy this phase of life and are very discerning when it comes to choices around quality, comfort, and lifestyle.

They are confident, self-aware, and content. Mindful luxury, conscious living, and a commitment/ expectation of a better, brighter future for the community are facets that would characterise their core sentiments.

Godawan, therefore, is an indulgence but made with care to ensure we are being mindful of the environment, the community, and the resources that enable the making of the product.

In what way does Godawan cater to conscious consumers in the craft spirit market?

Conscious consumption means engaging in the economy while acknowledging the impact of your consumption on society and the environment as a whole. The idea of conscious consumption doesn’t hinge on individual perfection but on the collective actions of whole societies making small but incremental positive changes daily.

We see Godawan as our “Born Good” brand. A brand that strives to give back more than it takes. And, given our focus on artisanal value, craft, community, and sustainability – we believe we can continue to set new benchmarks that will champion the concept of conscious consumption.

How does Godawan give back to its motherland?

Godawan gives back in many ways. Starting with the six-row barley or the slow trickle distillation that uses lesser water, the collaboration with a global technology partner to use 100% renewable water using moisture from the air, working with the local communities to drive women empowerment and water conservation, to using labels that are FSC certified showing our commitment to ethical sourcing, a doff to local artisans with the Rajasthani filigree being an important brand of the brand’s assets and finally, the long term commitment to the conservation of the Godawan. Godawan, overall, represents The Spirit of the Desert. A born good brand that hopes to keep giving more than it takes. Beauty in Scarcity.