India’s Affordable Luxury Moment: How Smoke Lab Is Redefining Premium Spirits

Luxury in India is undergoing a quiet yet powerful shift. Today’s premium consumer is no longer driven by excess or exclusivity alone, but by intention, quality, and cultural relevance. This evolution has given rise to India’s “Affordable Luxury” movement, where world-class craftsmanship meets conscious pricing, and premium experiences are designed to be accessible without dilution. At the forefront of this transformation in the spirits space stands Smoke Lab Vodka.

Founded in 2020 by Varun Jain, with Sanya V. Jain as Co-founder, Smoke Lab was created with a singular vision: to redefine how Indian spirits are perceived, both at home and on the global stage. More than a vodka label, Smoke Lab functions as an incubation laboratory bringing together innovation, experimentation, and design-led thinking to challenge long-standing conventions in the premium spirits category.

Crafted from locally sourced Basmati rice and demineralized water, Smoke Lab Vodka reflects India’s agricultural heritage through a modern lens. Distilled five times and refined using a proprietary two-step Sparkle Filtration process, the vodka delivers an exceptionally smooth and clean profile matching international quality benchmarks while remaining rooted in Indian provenance. Certified carbon-neutral, gluten-free, vegan, and kosher, the brand further reinforces that luxury today must also be responsible.

Smoke Lab’s portfolio exemplifies how Affordable Luxury translates into product innovation. From the refined elegance of Smoke Lab Classic and the nostalgic warmth of Smoke Lab Aniseed, to the indulgent richness of Smoke Lab Saffron and the playful boldness of Green Chilli Mango, each expression is designed to appeal to evolving palates without alienating the consumer. The range is crowned by Smoke Lab Liquid Gold infused with 24-carat edible gold flakes, offering a moment of indulgence that feels celebratory yet thoughtfully crafted.

What sets Smoke Lab apart in the Affordable Luxury conversation is its ability to balance global aspiration with approachability. Backed by NV Group, one of India’s most respected spirits conglomerates with over three decades of distilling expertise, the brand benefits from an integrated grain-to-glass ecosystem that ensures quality, scale, and sustainability. This foundation has enabled Smoke Lab to expand across international markets, including the USA, UAE, UK, Singapore, and Canada, while remaining deeply relevant to the Indian consumer.

Beyond the bottle, Smoke Lab has evolved into a lifestyle-led brand, extending its identity into categories such as sustainable fashion with Smoke Lab Wear and premium hydration with Smoke Lab Water. These extensions reflect a broader understanding of modern luxury, one that is experiential, design-conscious, and culturally engaged.

As India’s spirits industry gains increasing global recognition, Affordable Luxury is emerging as its most powerful export. Smoke Lab’s success demonstrates that premium no longer needs to be intimidating or inaccessible. Instead, it can be inclusive, innovative, and deeply reflective of Indian creativity.

By merging heritage with modernity, and responsibility with bold expression, Smoke Lab is not just redefining vodka, it is shaping the future of Indian luxury itself.