In a market saturated with traditional mixers, Vaum Tonics is making waves with its unique approach. As India’s first line of quinine-free botanical beverages, Vaum is redefining the mixer category with a focus on innovation, health, and premium quality. Founded by Aakash Khaunte and Siddharth Saraf, Vaum Tonics offers a refreshing alternative to conventional tonic waters, blending subtle flavors with natural ingredients. In this interview, we dive into the story behind Vaum, exploring how these visionary founders are transforming the beverage landscape and what sets their products apart in the ever-evolving world of mixers.
Vaum Tonics is India’s first line of quinine-free botanical beverages. What inspired you to take this unique approach in the world of mixers?
The inspiration behind Vaum Tonics came from a desire to innovate in the mixer category by creating a product that caters to the evolving tastes and preferences of modern consumers. We noticed a gap in the market for mixers that are not only low-calorie but also free from quinine, which can sometimes overpower the nuanced flavors of premium spirits. A lot of Indians are allergic to Quinine which causes them a headache on consumption and a bit difficult for the liver to digest. As the Indian market was still getting to understand what Tonic water is – we’ve created a crisp & dry range of our tonic waters to cater but, but our eventual aim is to craft a line of botanical beverages that enhance the drinking experience, whether enjoyed alone or as part of a cocktail. India has always had multiple fruit-based drinks or lime-lemon-based sodas – but none flavored with botanicals.
How does the concept of “Vaum” derived from the Sanskrit word for the tranquil sound of water, influence your product design and brand philosophy?
The essence of Vaum lies in creating a sense of calm and balance, much like the sound of water that the word represents. This philosophy is embedded in our product design, which focuses on natural ingredients, subtle flavors, and a refreshing experience. Our branding and packaging are also inspired by this concept, aiming to evoke a sense of tranquility and purity, making each sip a moment of calm in the chaos of everyday life. The Slow Life with Low Calories.
You’ve partnered with international flavor experts like Hayley Troup and Ed Swete. How did these collaborations shape Vaum Tonic’s signature flavors?
Partnering with flavor experts like Hayley Troup and Ed Swete was instrumental in developing Vaum’s unique flavor profiles. They’ve developed some of the world’s leading beverages and helped us with their technical expertise to develop our key flavours. Their intelligence in understanding global palates and trends allowed us to create mixers that are sophisticated yet approachable. Together, we experimented with various botanical ingredients for almost 80+ hours to ensure that each Vaum flavor is balanced, versatile, and perfectly complements premium spirits.
What were some of the biggest challenges you faced in developing a mixer that enhances, rather than overpowers, the flavors of premium spirits?
One of the key challenges was achieving the right balance between subtlety and flavor. Many mixers tend to overpower the spirit, which detracts from the overall drinking experience. We spent a significant amount of time in R&D, testing different combinations of botanicals to create a product that enhances the spirit without overshadowing its unique characteristics. It was a meticulous process, but the result is a line of mixers that truly complements and elevates any drink.
Vaum Tonics focuses on low-calorie, natural ingredients. How important is the health-conscious consumer market to your brand’s growth?
The health-conscious consumer market is central to Vaum’s growth strategy. Today’s consumers are more mindful of what they consume, seeking out products that are natural, low-calorie, and free from artificial additives as much as possible. Vaum is designed with this audience in mind, offering a guilt-free yet indulgent beverage option. We choose to avoid aspartame or steviol in our drinks and use natural cane sugar as opposed to high fructose corn syrup used by large soft drink companies. It’s a simple change, but makes a world of difference. We believe that by focusing on health and wellness, we are not only meeting current consumer demands but also setting the stage for future growth as more people prioritize healthier lifestyles. There is a large consumer audience that hates the aftertaste of stevia & doesn’t want to consume artificial flavour ingredients such as aspartame but can choose to limit & burn their natural sugar content. Ours is under 5 grams per 100ml serving.
How do you see Vaum Tonic’s quinine-free botanical sparklers contributing to the broader beverage revolution in India?
Vaum’s quinine-free botanical sparklers are at the forefront of a beverage revolution in India that emphasizes quality, craftsmanship, and wellness. As consumers become more discerning, they are seeking out premium beverages that offer something different from the norm. By offering a product that is both innovative and guilt-free, we believe Vaum is helping to redefine the beverage landscape in India, encouraging more brands to think creatively about their offerings.
How has producing in Goa with champagne-esque carbonation processes helped differentiate your tonic water from other brands?
Producing in Goa allows us to tap into the region’s rich heritage of craftsmanship and attention to detail. Our champagne-esque carbonation process is a key differentiator, giving Vaum Tonics a refined effervescence that is smoother and more sophisticated than typical mixers. This process, combined with the unique ingredients we use, results in a product that stands out in both taste and texture.
Vaum Tonic’s ingredients are sourced from top European flavor houses. Could you walk us through your process of selecting and integrating these premium ingredients into your beverages?
The selection of ingredients is a critical part of our process. We work closely with top European flavor houses to source the finest botanicals and natural extracts. Each ingredient is carefully chosen for its quality and flavor profile, and we conduct extensive testing to ensure it integrates seamlessly into our beverages. Our goal is to create a harmonious blend where each component complements the others, resulting in a balanced and flavorful mixer.
You mention that Vaum Tonics aims to redefine the art of mixology. In what ways do you think the brand is pushing the boundaries of innovation in this space?
Vaum is pushing the boundaries of mixology by offering products that challenge traditional notions of what a mixer can be. By focusing on botanicals, low-calorie formulations, and quinine-free options, we are expanding the possibilities for cocktails and drinks. Our mixers are designed to inspire creativity in both professional bartenders and home mixologists, allowing them to experiment with new flavors and combinations. We’ve created a range of “quick tales” that allow consumers to make a great-tasting cocktail in under 15 seconds. Ice – Alcohol – Garnish – Top off with a Vaum botanical and you’re ready with a cocktail that you’d pay over Rs. 600 at a bar. For a small brand such as ours, getting loyalists that come back for more & repeatedly order Vaum is always a great feeling.
How do you balance creating a versatile product line that caters to both traditionalists who enjoy tonic waters and experimental consumers looking for unique mixers?
Balancing versatility with innovation is a key focus for us. We’ve designed Vaum’s product line to be versatile enough to appeal to traditionalists who enjoy classic tonic waters, while also offering unique botanical flavors that attract experimental consumers. This balance is achieved by maintaining a core of familiar tastes, enhanced with subtle botanical twists that invite discovery without alienating those who prefer traditional flavors. We’ve had to introduce the traditional range of crisp tonic waters for this reason & another range of quinine-free botanicals.
As cousins and co-founders, how has your personal relationship shaped the way you approach business and product innovation?
Our personal relationship has been a strong driving force behind Vaum’s success. What started as a passion project, soon turned into a business that we both drive. Aakash & I also come from different backgrounds work-wise – while he has been a serial entrepreneur having varied interests right from manufacturing to hospitality, I have been into consulting & finance while building Vaum as a brand in F&B. As cousins, we share a deep bond and understanding, which translates into a strong business partnership and we feed off each other’s strengths. This close relationship allows us to collaborate effectively, challenge each other’s ideas, and push for innovation. It also means that we are both deeply invested in the brand’s success, with a shared vision and commitment to excellence.
Where do you envision Vaum Tonics in the next 5 years, both in terms of product development and market expansion?
In the next 5 years, we envision Vaum Tonics expanding its product range to include even more innovative flavors and beverage options while continuing to refine our existing offerings. We aim to establish Vaum as a leading brand not just in India but globally, with a presence in key markets around the world. Our focus will be on maintaining our commitment to quality and innovation while exploring new avenues for growth in the health-conscious and premium beverage segments.
Vaum Tonics stands at the forefront of a beverage revolution, challenging norms and setting new standards in the mixer category. With its quinine-free botanical approach, commitment to natural ingredients, and innovative flavor profiles, Vaum is not just offering a drink but an experience. As the brand looks to expand and innovate further, it remains dedicated to enhancing the drinking experience for consumers who value quality and creativity. Vaum Tonics is more than a mixer; it’s a testament to how thoughtful innovation can redefine traditions and elevate the everyday beverage.
