Episode #114 with Crazy Gin's Paramjit & Bruce Nagra

The Swinging Palm Trees Podcast

"Western chefs use Indian spices from different regions and they'll call it a British cuisine with these spices , but they're the clever ones but we can't be clever because we just know how to make curry? And so, that's not true. Why can't we do this with drinks? Why can't that stereotype change? And no, it's not a curry in a bottle; it's depth and flavour. And again, a lot of these spices are used in other gins. Just because we've called it a British Indian gin, people automatically go to that assumption. So it is very cool for us to try to change a narrative, even though it's a big task. But we thought: 'Do you know what? Someone's gotta start it'."
On today's episode, I chat with the owners and distillers of Crazy Gin, Bruce and Paramjit Nagra. They recount how a Friday night- in with a bad takeaway birthed the idea of Crazy Gin, how they went about creating the flavours that also celebrates and respects their Indian heritage, including their proud Punjabi roots and also being British. We discuss ingredients, recipes, and experimenting with ideas of various flavours of the gin, and why it was vital to get the branding right for their product.
The couple also share not only the challenges they faced in setting up the business including the racism and the lack of women distillers within the hospitality industry, but also their triumphs. We also discuss food and music and of course, Paramjit and Bruce share the quotes that continually inspire them.
What drives someone to pursue a dream that others label as 'crazy'? For Paramjit and Bruce Nagra, it meant having the boldness to sell their home, quit their secure jobs, and leave London to transform their vision into reality. In 2016, they ventured into the drinks industry with Crazy Gin, a testament to their determination to infuse their British Indian heritage into pioneering, flavour-packed spirits. They unveiled the world’s first Clear Lassi Gin and Punjabi Chai Gin, each a celebration of their rebellion against the mundane, skillfully blending vibrant flavours and untold stories into the fabric of the drinks landscape.

Their journey represents more than just the creation of unique spirits; it's a powerful advocacy for diversity and inclusion within the drinks sector. By challenging established norms and fostering representation and empowerment, they’ve not only broken barriers but have also emerged as pathfinders for South Asian entrepreneurs in the drinks industry. From dreaming big to becoming innovators in their field, their story is a vivid illustration of the impact of heritage, innovation, and unwavering belief.

You can buy Crazy Gin on their website, at Harvey Nichols and other retail outlets.
Thanks for listening to the episode. I'd like to thank my guest for their time, insight and being a great sport!
I would also like to thank my producer, Ashanti Omkar, for all her hard work.
If you'd like to be a guest, drop me a line at [e-mail].
Keep Rising & Thriving. Aṣẹ!