Neha Mehrotra
28-Jan-2026
As India’s appetite for Korean culture continues to grow, Monika Alcobev partners with Jinro, the world’s No. 1 spirit brand, to introduce authentic soju to Indian consumers.
The Korean wave has been steadily building momentum in India for years now. What began with an explosion of K-pop fandom soon found its way into everyday lifestyles through Korean cuisine, binge-worthy K-dramas, and a growing curiosity for all things Seoul-approved. Dishes like tteokbokki, bibimbap, and ramyeon are no longer niche finds, and now, India’s latest obsession has moved from the screen and plate to the glass: soju.
Tapping into this cultural crossover, Monika Alcobev Limited has partnered with Jinro, South Korea’s most iconic and globally celebrated soju brand. With Indian consumers increasingly gravitating towards lighter, more social styles of drinking, the timing couldn’t be more fitting.
We speak to Hemang Chandat, Chief Commercial Officer at Monika Alcobev Limited, about Jinro’s India debut, its challenges, and how the drinking culture is evolving in the country.
(Hemang Chandat, Chief Commercial Officer at Monika Alcobev Limited)
1. Why do you think this is an ideal time to partner with Jinro, South Korea’s most iconic Soju, in India?
India’s fascination with Korean culture shows no signs of slowing. From the popularity of K-dramas and K-pop to the rise of Korean cuisine, consumers are increasingly seeking authentic cultural experiences, including beverages. At the same time, Indian drinking preferences are shifting towards lighter, lower-ABV, and easy-to-enjoy spirits, creating an ideal opportunity for a global favourite like Jinro to enter the market.
The growing presence of Korean restaurants, Asian dining formats, and K-inspired social venues has further fueled interest in Asian beverages. In this evolving landscape, soju is emerging as a highly promising premium spirits category in India.
2. Korean culture is connecting strongly with Indian audiences. What immersive experiences or cultural tie-ins can consumers expect?
The aim is to let consumers experience Jinro as it is enjoyed in Korea. This will include Korean-style pairing menus, chilled Soju serving rituals, and collaborations with Korean restaurants. In addition, the brand is exploring pop-ups, K-karaoke events, and approachable Soju cocktail nights that reflect contemporary Korean lifestyle. The focus is on creating an experience that is authentic to Korean culture, while remaining accessible and relatable for Indian consumers.
3. Which cities or regions are you prioritising in the first phase of distribution?
After the official launch in Maharashtra in December 2025, the distribution is followed by Goa, Karnataka, Hyderabad, and Haryana. These markets are key hubs for premium consumption and exhibit a strong interest in Asian cuisine and culture, making them particularly well-suited for introducing Soju to Indian consumers.
4. Soju is still a developing category in India. Do you foresee any challenges and how do you plan to address them?
The main challenge remains awareness, as many consumers still associate Soju with vodka or are unsure of how it is traditionally enjoyed. To overcome this, the focus will be on experiential engagement through tastings, curated food pairings, and bar collaborations. This approach allows people to enjoy Soju as it is meant to be: chilled, shared with friends, and paired with food. Once experienced in this way, the category is likely to grow organically.
5. As your portfolio of global brands grows, how do these collaborations influence the kind of premium drinking culture you’re trying to build in India?
Every global brand introduced in India contributes a new dimension to the country’s drinking culture. With Jinro, we are introducing a style of consumption that is lighter, more social, and centred around shared experiences. Through these collaborations, consumers are encouraged to look beyond traditional strong spirits, explore new categories and occasions, and engage with global drinking trends, thereby contributing to the evolution of a more modern premium landscape.
6. Looking ahead, what’s the long-term vision for JINRO in India? Are there innovations, variants, or expansion plans in the pipeline?
Our objective is to establish Jinro as the most widely consumed Soju in India while expanding the overall Soju category five-fold over the next three years. The strategy will focus on broadening Jinro’s presence across additional states and deepening partnerships with restaurants and bars. The idea is to make Jinro a familiar and preferred choice for consumers who are engaging with Korean culture or exploring a lighter, more social style of drinking.
