In this episode, Anupama Ghosh speaks to Ashish Jha, Brand Lead for Bacardí in India, on the sidelines of Casa Bacardí in Mumbai.

The conversation explores how Indian consumers — particularly Gen Z and Millennials — are increasingly driven by experiences and self-expression. From evolving flavour preferences to quick commerce, the discussion highlights the changing ways brands are engaging with culture and community.

Ashish also shares insights into building brand relevance across generations, adapting to regional taste profiles, and co-curating cultural platforms that bring together music, dance, art, and fashion.