A young entrepreneur from Meghalaya, Keenan K Marak (25), has successfully transformed the traditional Garo rice beer, Bitchi, into India’s first canned and carbonated Garo rice beer, 7 United. In just its first year, the startup has seen phenomenal growth, selling over 50,000 cans and generating a revenue of ₹30 lakh.
Marak’s venture, launched in 2022, is a blend of cultural preservation and modern business. The product, named 7 United to pay homage to the seven North Eastern states, uses indigenous white sticky rice and traditional brewing techniques passed down through the Garo community.
The traditional Bitchi is a cultural heirloom for the Garo people, often used in festivities and ceremonies. Marak spent months traveling across Meghalaya to learn the intricacies of the brew from local experts, ensuring the canned version, which boasts a sweet and smoky flavor profile, remains true to its roots.
- Product: Handcrafted, carbonated rice beer (alcohol content under 11%).
- Cultural Focus: The brand supports local livelihoods by sourcing the core rice beer from experienced traditional Garo brewers.
- Mission: To share the rich, unique heritage of the Garo community and Northeast India with a broader, national audience.
The success of 7 United demonstrates a strong market appetite for unique, indigenous Indian beverages. Marak, who is the founder of Sevenous Beverages Private Limited, aims to expand the brand’s presence beyond Meghalaya, with plans to enter major markets like Guwahati in Assam and eventually scale to other parts of the country. This venture not only provides a modern, convenient product but also contributes to the preservation of a cherished regional tradition.
