Tilaknagar Industries increases stake in Bartisans

INDIA – Tilaknagar Industries (TI) has strengthened its presence in India’s fast-growing premium beverage segment by making a follow-on investment of Rs 2 crore in Round The Cocktails, the company behind the Bartisans range of ready-to-pour cocktail and mocktail mixers. 

The investment increases TI’s shareholding in Bartisans from 36.17 per cent to 41.45 per cent on a fully diluted basis.   

The fresh capital, structured as a primary infusion, will support Bartisans’ expansion plans, including strengthening its presence on quick commerce platforms, accelerating growth initiatives and introducing new single-serve packaging formats to meet evolving consumer preferences.   

The latest investment builds on TI’s initial investment in September 2024, which was driven by the company’s confidence in India’s growing cocktail culture and increasing demand for premium, convenient at-home drinking experiences.   

Ameya Deshpande, Chief Strategy Officer of Tilaknagar Industries Limited, said, “Our increased investment in Bartisans reflects our confidence in the fast-growing premium mixer category and the brand’s strong potential. Since our initial investment, Bartisans has demonstrated encouraging momentum and delivered successful collaborations such as Golden Hour, the bespoke mixer created for Monarch Legacy Edition Brandy.”   

Founded in 2021 by mother-and-son duo Jovita and Jordan Mascarenhas, Bartisans offers an all-natural portfolio of ready-to-pour cocktail and mocktail mixers tailored for Indian consumers. The brand has positioned itself in the premium mixer segment by focusing on convenience, flavour innovation and high-quality ingredients.   

Tilaknagar Industries said it is also exploring multiple product collaborations with Bartisans across its premium spirits portfolio as part of efforts to strengthen the partnership and support the company’s next phase of growth.   

According to Bartisans, quick commerce has emerged as its largest distribution channel, with sales volumes through the platform more than doubling during FY26 compared with the previous fiscal year. The company said quick commerce now contributes nearly 65 per cent of its total sales, underscoring changing consumer purchasing behaviour and demand for faster delivery.   

The company added that the additional funding will help expand its visibility across leading quick commerce platforms while supporting product innovation through the launch of new single-serve formats. T  

ilaknagar Industries said the investment aligns with its strategy of expanding into emerging premium beverage categories as India’s cocktail mixer market continues to benefit from premiumisation trends, rising cocktail culture and growing demand for convenient at-home consumption experiences.   

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