Exclusive Interview | Siddharth Saraf, Cofounder, Vaum Tonics
/“Looking to the future, Vaum envisions becoming synonymous with a lifestyle that prioritizes health without compromising on pleasure.”
What was your inspiration to start Vaum Tonic?
The idea for Vaum Tonic was born from a desire to offer a healthy, low-calorie beverage without sacrificing the bold, crisp flavours that consumers enjoy.
Witnessing a market saturated with high-sugar carbonated drinks, we aimed to craft a sophisticated alternative that would appeal to health-conscious individuals and discerning palates looking for an invigorating drink experience – without being too preachy.
The story behind the name ‘Vaum’
The name ‘Vaum’ (pronounced Vam/Vahm) means the rhythm of the sound of water. It is inspired by a play on words that evoke a sense of vitality and vibrancy, reflecting the lively flavours and the spirited essence of the beverage. It's succinct, memorable, and stands out, much like the beverage it represents.
How did you identify the need for a beverage company?
The need was identified through observing a growing demand for healthier drink options that do not compromise on taste. We recognized a significant opportunity in the market for a low-calorie, low-sugar tonic that could serve as both a mixer and a standalone drink, providing versatility and appeal to a broad audience.
The resurgence in the gin-drinking culture in India also fuelled the need for developing great mixers that are made in India for the world.
What sets Vaum apart?
Vaum sets itself apart with its dual product lines that cater to various preferences – the traditional quinine-infused tonic waters for the classic tonic lover and the quinine- free botanical waters for those seeking a more contemporary twist.
Although Quinine brings tonic its unique taste, a lot of us are allergic to it – causing headaches & stomach issues in a few people. Since it technically is medicine (hence the word ‘Tonic’ )
It also is recommended to not have Tonic water, as the quinine is harmful when you are on other medication or are pregnant.
How do you see Vaum Tonics contributing to the ongoing beverage revolution in India, and what role does it play in catering to changing consumer preferences?
Vaum is at the forefront of India's beverage revolution, championing the shift towards health-conscious consumption. By providing an indulgent yet guilt-free beverage option, Vaum caters to the changing consumer preferences that lean towards mindfulness in consumption without compromising on flavour or experience (& without being too preachy)
Can you tell us more about your two product lines, Traditional Tonic Waters, and Quinine-Free Botanical Sparklers? What are the key differences and consumer preferences for each?
Vaum’s Traditional Tonic Waters offers the quintessential bitter taste that pairs perfectly with spirits, creating sophisticated cocktails. Tonic water is slightly more familiar – and is a sort of our introductory line into the mixer world.
While the Quinine-Free Botanical Sparklers present a modern alternative with a bouquet of botanical flavours that stand splendidly on their own or mixed. The preference for each line depends on the consumer’s desire for the classic tonic experience or the exploration of new flavour territories without the influence of quinine.
The Quinine-free botanical sparklers can also be mixed with various spirits to make crisp cocktails & not just restricted to Gin.
You’ve mentioned several successful partnerships with notable names in the beverage industry. Could you elaborate on these collaborations and how they have influenced Vaum’s growth and presence in the market?
There’s a lion’s share of all our collaborative partners that have resulted in Vaum’s impressive growth and market presence so far. Quite early on we’ve done collaborations with premium local alcohol brands such as Makazai Rum with whom we’ve done multiple bar takeover events and custom on-trade packs.
Last year, we partnered with the Campari Group & Bulldog Gin – to partner with them at the Gin Explorer’s Club, Mumbai edition.
Just recently, we partnered with Samsara, a top shelf Gin produced in India – to do an event jointly at the Italian consulate in Delhi.
We’ve also done multiple high-end gifting collaborations with Tanqueray & Diageo. Moreover, we’ve received a thunderous response from 5-star chains such as The Hyatt Group (Hyatt Centric, Grand Hyatt), Radisson, Novotel, Hilton and HolidayInn – with whom we have numerous activations each month.
Upscale hospitality establishments – such as EHV Hospitality (Indian Accent, Hosa) and Impressario Group (Socials, Smoke House Deli), SinQ, Toit etc. have contributed to embedding Vaum into the lifestyle of the target consumer through their cocktails / and zero alcohol concoctions, enhancing our visibility and brand prestige.
How do you envision the future of Vaum Tonics? Are there any upcoming products or plans that you can share with us?
Looking to the future, Vaum envisions becoming synonymous with a lifestyle that prioritizes health without compromising on pleasure. Plans for the future include expanding the flavour portfolio to include seasonal and locally-inspired botanicals, innovative packaging solutions that speak to the eco-conscious consumer, and a foray into international markets to position Vaum as a global player in the premium beverages space.
As we witness rapid market acceptance here in India, we can safely say, there is no better time to introduce Vaum, an indulgent yet low-guilt brand for the conscious consumer.
