INTRODUCING VARCHASVI SHANKAR
From debugging code to distilling spirits, Varchasvi Shankar’s journey reads like a perfectly aged blend of Silicon Valley and Kentucky (read Michigan) bourbon trails. While most Indian-American success stories pivot around bytes and algorithms, Varchasvi chose to pour his entrepreneurial spirit into actual spirits – creating the award-winning Varchas whiskeys that are now making waves in and outside US. TheGlitz recently met this promising maverick who is bringing joy to whiskey connoisseurs by introducing his popular Bourbon and Rye whiskey varieties in India. Let’s explore the taste of VARCHAS through this conversation.
The story is all the more special for the simple reason that he hails from Namma Mysuru. A familiar name in the business world, Varchasvi Shankar, president and CEO of V2Soft, is a visionary with a passion to carve a niche on his own terms.
As a youngster with a degree in engineering from Mysore University, he made his way to the United States in 1992 for greener pastures. Though initial years were tough, the youngster was ready for the grind. After gaining experience in a couple of companies, Shankar took a big leap to set up V2Soft. This timely switch brought positive changes in Shankar’s career graph. He built a successful software business to strike it rich globally.
A Bold Leap into Distilling
Despite his success as an entrepreneur, Shankar isn’t one to rest on his laurels. His drive pushes him to explore new territories. When he thought of making a foray into the liquor business, many wondered if it was a wise decision, but Shankar was serious at that. A quintessential businessman that he is, Shankar loves what he does and does what he loves.
When you quiz him about Shankar Distillers, he says, “I was talking to my friends about setting up a distillery in the US. They all thought I was joking, and I told them I was serious. Though I did not have any background in liquor-making, I was determined to give it a try.”
The skepticism didn’t last long. “When they saw I meant business, the support came pouring in, “he says. It was more of a passion and a huge moment for me. He adds with a smile, “Getting American whiskeys to vibe with the Indian market? Now that was the real challenge.” Fast forward to 2020, and Shankar Distillers has grown leaps and bounds in a short period of time. Their line-up reads like a spirit aficionado’s wish list: Varchas Straight Bourbon, Straight Rye, Finished Whiskey, Vodka, plus Dasara Gin and 900 Grados Tequila—each making its own splash in the global market.
Today Varchas whiskey is turning heads in the premium spirits scene, with Shankar steering it straight to the top shelf. An acclaimed leader in the world of premium whiskey, he has positioned Varchas as one of the top brands in the international market. Under his guidance, Varchas Whiskey has achieved numerous milestones, including a collaboration with the USDA. The brand is rapidly expanding its presence in India, targeting Mumbai and Delhi, two of the largest consumer markets. One of Shankar’s most exciting initiatives is the introduction of Indus Gold, a curated American whiskey crafted specifically for the Indian palate.
Adding star power to their global presence, Varchas Whiskey found its perfect brand ambassador in Sir Vivian Richards. The West Indian batting maestro, celebrated for his swashbuckling style, embodies the brand’s commitment to excellence and distinctive character.
Crafting Success
That it pays to be hardworking came true in Shankar’s case. But Shankar was not ready to allow name and fame to dictate terms. “My father always taught us the virtues of life, and if I am something today, it is all because of him,” he sets to the tone of conversation. His experience in building successful multinational enterprises in technology innovation and lean operations has attracted talent at all levels and is fueling fast growth at V2Soft. “I believe in solving real business problems using technology solutions and innovations.” Shankar’s success story does not end there.
Shankar’s dedication to quality has earned his brand prestigious recognition, including two stars at the Spirit of Craft Awards in Singapore and two gold medals at the 2024 San Francisco World Spirits Competition. His Varchas Reserve 102 Straight Bourbon Whiskey particularly stands out, winning the Best Single Barrel Bourbon Award with 97 points and a double gold medal. The company’s latest venture, Indus Gold, specifically crafted for the Indian palate, demonstrates Shankar’s understanding of market dynamics and consumer preferences. With USDA collaboration and expansion plans in premium Indian markets like Mumbai and Delhi, Shankar’s spirits empire continues to grow, proving that success often comes when least expected.
For this workaholic, standing still isn’t in the playbook. Because when you love what you do and do what you love, success isn’t just a destination—it’s a ride. In the process, if the awards come his way, he would not complain.
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