In the U.S. spirits landscape long dominated by Scotch, Bourbon, and Japanese whisky, Indian single malts were once invisible. Today, however, they are carving out a fast-growing niche—and at the center of this shift is Bobby Garg, the founder of SG Worldwide, a New Jersey-based beverage import company dedicated to introducing India’s finest spirits to North America. From vodka and gin to award-winning single malts, his journey is as much about cultural pride as it is about entrepreneurial grit.

In a conversation with the man himself, we sat down to understand how SG Worldwide helped build a premium market for Indian spirits in the U.S. at a time when Indian spirits was just an “Indian thing”, the challenges that came with it, and what’s next for them.

A Journey Rooted in Reinvention

Bobby Garg’s path into the spirits industry wasn’t linear—it was shaped by failure, resilience and an unwavering desire to create something lasting. “I was born and raised in Mumbai, and for a while I thought I’d be an actor,” he recalls. “But the universe had greater plans for me — guiding me to build a future beyond India.”

After moving to the U.S., Bobby Garg initially worked in various retail jobs before making a bold move in his mid-twenties to purchase a liquor store — a venture that, unfortunately, resulted in significant losses. But instead of walking away from the industry, he doubled down, taking on roles in distribution that taught him the wholesale mechanics of the U.S. beverage alcohol market.

“By 2011–2012, I started thinking about what was next,” he says. “I had sold products from all over the world—except India. That hit me hard. I wanted to change that.” In 2014, SG Worldwide launched Magic Moments Vodka in New Jersey. A few years later came the defining moment: the U.S. debut of Rampur Indian Single Malt, a brand that would ultimately put SG Worldwide on the map.

Creating the Aisle for Indian Spirits

Positioning an Indian whisky as a premium product in the American market was no easy feat. “You never saw an ‘Indian’ section in a liquor store,” Bobby Garg says. “That was the reality in 2013. You’d see Japanese, French, American—but not Indian. So I made it my mission to change that.”

Much like the early days of Japanese whisky—when bottles like Yamazaki sat untouched on shelves—Indian spirits initially faced skepticism. “The market wasn’t ready. Not because the products weren’t good, but because we as Indian importers never told the full story. We sold to ethnic markets and stopped there,” Bobby Garg admits.

With Rampur, SG Worldwide flipped that script. “We pushed into the mainstream. And today, you’ll find 10 or more Indian whisky brands at some stores. That didn’t exist ten years ago.”

The road wasn’t smooth. Convincing retailers—especially Indian-owned ones—was a challenge in itself. “Some were hesitant to promote Indian spirits over Scotch or Irish. But I kept telling them, the consumer doesn’t care where a product comes from. They want a great spirit. If we believe in it, they will too.”

A Market Ready for More

While the spirits industry has experienced its share of slowdowns and saturation warnings, Bobby Garg remains optimistic—particularly when it comes to the premium and super-premium segments.

“People love to trade up,” he explains. “There’s a desire to elevate experiences, especially with spirits. And that’s where Indian single malts thrive. Rampur is growing fast, and it’s not slowing down.” He’s also betting big on diversification. SG Worldwide is set to expand its portfolio by partnering with Bollywood icon Shah Rukh Khan and Zerodha co-founder Nikhil Kamath to launch D’YAVOL Añejo, a premium agave-based spirit aged approximately two years in wine casks, apart from Indian wines, and American bourbon. This launch marks Radico Khaitan’s entry into the tequila category and further supports its global expansion, including its growing presence in the United States.

Lessons from the Frontline

When asked what advice he’d give to new entrepreneurs entering the competitive U.S. spirits import business, Bobby Garg doesn't flinch. “Competition is good. If there’s competition, there’s business. I don’t fear crowded markets—I welcome them.”

He instead sees his success not as a reason to retreat but as a signal to keep pushing. “I know there will be dozens, maybe hundreds, of Indian importers behind me. That’s great. It means the category is maturing. And someone has to lead.”

Final Sip

With Rampur gaining global recognition, and a growing roster of new products in the pipeline, SG Worldwide is far from finished. “We want to make America proud. We want Indian-Americans to see our spirits in the mainstream and feel that pride.”

Bobby Garg didn’t just import spirits—he built a category. His story is a masterclass in belief, brand-building, and breaking barriers. And for global producers looking to enter the U.S. market, especially those from underrepresented regions, SG Worldwide’s playbook is one worth studying.

As he puts it: “I’m not done. I’m just getting started.”