Tuesday, May 21, 2024
Tuesday, May 21, 2024
HomeINB EnglishEncourages Mindful luxury and Conservation of The Heritage

Encourages Mindful luxury and Conservation of The Heritage

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Meticulously crafted by Diageo India, the artisanal Single Malt Whisky, Godawan, draws inspiration from its provenance. It embraces the profound Rajasthani ethos of cherishing beauty in scarcity while championing sustainability. The arid climatic conditions observed in Godawan contribute to a heightened “Angel’s share” phenomenon, imparting an extraordinary flavour profile that enthrals the senses. To enhance its allure further, this exceptional whisky undergoes meticulous maturation in carefully selected casks infused with Indian botanicals.

Godawan, from Diageo India, country’s leading beverage company, introduced Godawan Century, a bespoke 100-bottles-batch of limited-edition Single Malt, that pays homage to the Great Indian Bustard, popularly known as Godawan, on its first anniversary. The bird was once a ubiquitous sight across India but has now dwindled to just a little over hundred in number. Every single addition to the Godawan flock counts, and the brand is working wholeheartedly for the environmental conservation and ecological preservation of the bird.

Godawan 100 marked the occasion with a mystical event held at Alila Fort, Bishangarh, Rajasthan, close to the natural habitat of the Godawan bird and the home of the spirit. Maharawal Chaitanya Raj Singh, the 44th King of Jaisalmer, known for his conservation efforts of the local heritage, joined in the celebration. The one-day immersive experience offered 30 guests a glimpse into the story of Godawan, accompanied with the sounds of Nagadas, besides an evening of four-course culinary experience and a sewan-seed making conservation activity. The brand also partnered with Amit Pasricha, the renowned photographer whose platform “India Lost & Found” pays an ode to timeless Indian monuments, once forgotten and now waiting to be rediscovered. Just like Pasricha and India Lost & Found call for the preservation of the heritage, a reminder of India’s beautiful past, so does the rare and exclusive Godawan 100 collection, for the conservation of Godawan birds. The attendees of the grand product unveil were given exclusive Amit Pasricha prints as a memento.

Godawan 100 is also an ode to the local Bishnoi community’s tireless work towards the conservation of the Godawan bird, once in the running to be the national bird of India. Each bottle of Godawan 100 is unique, with a bespoke label that has a distinctive image of the bird. The case for each bottle has been mindfully crafted from old, bourbon casks that were once used for the maturation of the liquid.

Shweta Jain, Chief Business Development Officer: Luxury, Reserve & Craft – India and South Asia, Diageo India, said, “In a world where discerning luxury consumers seek more than just premium products, Diageo India offers a holistic experience that embraces sustainability and responsible consumption. At the heart of it lies a deep appreciation for our rich heritage and a steadfast commitment to preserving it for future generations. In this spirit, we proudly present Godawan Century that embodies our values of mindful consumption and social consciousness.”

Expressing his thoughts on the launch, Vikram Damodaran, Chief Innovation Officer, Diageo India, said, “Godawan Century is a remarkable artisanal single malt with the raison d’etre of conservation of an endangered species. Each bottle is unique with a distinctive image of the bird, and the cases have been created from old, discarded casks. The liquid captures the exceptional essence of Rajasthan. We are proud to partner local communities to conserve Godawan and invite our consumers to join us in this journey of responsible consumption and mindful luxury.”

“Godawan Century celebrates not only the rich flavours of Rajasthan but also showcases Diageo’s unwavering commitment to the conservation of the Great Indian Bustard. It is inspired by the authentic spirit of the desert and therefore, close to my heart, because Rajasthan is a true example of beauty in scarcity and conserving whatever nature gives us. We hope to ignite meaningful conversations about the importance of preserving this iconic bird and environmental conservation,” said Maharawal Chaitanya Raj Singh, the 44th king of Jaisalmer on the launch of Godawan Century.

“Just as India Lost & Found works tirelessly to raise consciousness about India’s forgotten past, Godawan Century hopes to drive the conservation about nearly extinct Godawan birds. We have been trusted with truly remarkable geo-cultural legacies, and they are worth preserving. Godawan Century is an exemplary example of mindful luxury that seeks to change the world for the better,” said Amit Pasricha, renowned photographer, and Founder, India Lost & Found.

Godawan Century offers a unique and immersive experience that celebrates the heritage, culture, and flavours of Rajasthan, which the Great Indian Bustard and the artisanal single malt call home. The launch of Godawan Century showcased the brand’s dedication to mindful luxury and the efforts to create a positive impact on society and the environment.

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