Some brands enter the market with noise. Others arrive with memory. Mohulo chose the latter. In an intimate, invite-only evening in New Delhi, the brand unveiled The Art of 12, a limited-edition fine art series that forms the cultural foundation of India’s first art-forward sipping gin. Hosted at a private residence, the gathering brought together close family and friends, collectors, artists, curators, and cultural patrons, offering a measured introduction to a spirit shaped by land, lineage, and lived tradition.
The evening featured an immersive walkthrough of The Art of 12, a complete series of twelve original artworks created by and inspired by tribal communities closest to the Mahua-growing regions of Chhattisgarh. Each artwork was anchored in one of Mohulo’s twelve botanicals, translating the communities’ lived experiences, relationship with the forest, and intergenerational knowledge into visual narratives. Viewed collectively, the artworks formed a cohesive archive, positioning art as central to Mohulo’s brand story rather than a supporting element.
Founder Varun Jain shared, “From the outset, Mohulo was conceived as a cultural project, not just a product. The Art of 12 is not branding, it is documentation. It reflects our intent to collaborate with culture and honour the communities that have shaped this spirit long before it entered the market.”
Adding a personal layer to the showcase was the presence of Carola Jain, a prominent artist representative and cousin to founders Varun and Sanya Jain. Carola represents renowned feminist artist Judy Chicago, a selection of whose works was displayed during the evening, reflecting the founders’ longstanding engagement with contemporary art and cultural discourse.
At the core of Mohulo lies the Mahua flower, a culturally significant botanical revered by tribal communities across central India and known in Chhattisgarh as the “Tree of Life.” Mohulo works closely with a tribal-led NGO to ensure ethical sourcing and representation, particularly in partnership with the Baiga tribe, whose cultural and livelihood ties to the Mahua tree are integral to the brand’s narrative.
Co-founder Sanya Jain added, “What distinguishes Mohulo is its commitment to giving back to the community it draws from. The Baiga tribe’s relationship with Mahua is deeply cultural and personal, and positioning them as collaborators rather than references is central to our approach.”
As India’s first sipping gin, Mohulo is designed to be enjoyed neat. Crafted in collaboration with UK distiller Jamie Baxter, the gin is produced through copper pot distillation in small batches, resulting in a spirit that is smooth, gently floral, and balanced. Rooted in culture and elevated through craftsmanship, Mohulo’s New Delhi showcase reinforced its position as a distinctive, art-forward entrant in India’s premium spirits landscape.
About Mohulo
Mohulo is India’s first art-forward sipping gin, crafted around the culturally significant Mahua flower. Created in collaboration with tribal communities and shaped through a collection of twelve original artworks, Mohulo blends heritage, fine art, and modern distillation. Smooth, floral, and deeply rooted in place, Mohulo transforms drinking into an experience.
