SOORAHI Whisky On-boards F&B Veteran Ankur Chawla as Brand Evangelist to Power On-Trade Growth and Community Engagement
/New Delhi, May, 2025: SOORAHI – Finest Blended Indian Whisky, crafted by Uppal Brewers and Distillers Pvt. Ltd. (UBD), has been charting its growth path and accordingly have announced collaboration with F&B veteran Ankur Chawla as its Brand Evangelist. Known for his love for travel and cultural exploration, Ankur’s passion for discovering new places & stories resonates deeply with SOORAHI’s ethos of travel & exploration.
The partnership marks a significant step in SOORAHI's journey to strengthen its presence within the F&B industry and deepen its connection with consumers. The name SOORAHI itself evokes a sense of travel and discovery; ‘Soo’ meaning good and ‘Raahi’ meaning traveller, capturing the spirit of exploration which both they both share in common.
Commenting on this development, Mr. Ankur Sachdeva (CEO of UBD) emphasized the importance of having a well know experienced personality representing the brand who is multi facet and understands how this trade operates. “We are excited to have Ankur Chawla join us as Brand Evangelist. Ankur’s journey of self-exploration embracing new cultures and experiences makes him a natural fit for SOORAHI,” says Sachdeva.
As part of the collaboration, Ankur Chawla will play an instrumental role in imparting skill training and tasting sessions for F&B industry professionals, bartenders, servers, hostesses, and supervisors across Soorahi’s key markets starting with Delhi. These initiatives aim to create a deeper connection with the brand within key hospitality outlets, serving as a bridge between SOORAHI's presence in retail outlets and its outreach to end consumers. Additionally, Ankur will curate SOORAHI Signature Serves/Cocktails, inspired by India’s diverse climate zones, and contribute to planned tasting sessions and collaborative events, reinforcing the brand’s commitment to cultural storytelling.
“Ankur’s experience of working with top hotel brands adds to his expertise in curating experiences that resonate with people, which will play a key role in bringing our vision to life, connecting with both the F&B community and whisky lovers across the region.” Says Kanhav Uppal, Co-Owner at UBD.
“This partnership is a reflection of my own passion for travel and the joy of connecting with people from diverse backgrounds,” says Ankur Chawla. “With SOORAHI, we’re not just sharing another new whisky to the connoisseur; we’re in quest to create experiences that celebrate the beauty of exploration and culture.”
With this interesting collaboration, SOORAHI aims to foster a cultural movement that celebrates exploration, heritage, and authenticity. Through shared experiences and storytelling, the brand is poised to connect with whisky lovers across India, inviting them on a journey that is as much about the spirit as it is about the stories that bring people together. It’s about harnessing the true spirit of discovery.