Based in Tura, Meghalaya, the startup Seven United has made history by launching Northeast India’s first handcrafted, canned, and carbonated rice beer. This venture, spearheaded by sole founder Kenan Marak, is not just about bringing a new beverage to market, but about sharing the region’s rich cultural heritage with the world through a modern, convenient product.
From Kitchen Experiments to Commercial Brewing
The idea for Seven United was born during the COVID-19 lockdown. Kenan Marak began experimenting with wine-making, but a suggestion from friends prompted him to try brewing rice beer—a traditional beverage common across the Northeast.
His initial attempts using wine-making knowledge failed “miserably”. This failure, however, fueled his commitment. Instead of giving up, he embarked on a mission to learn the authentic process. He traveled to various villages in the Garo Hills of Meghalaya, engaging with local brewers who taught him the centuries-old art. After several months of dedicated learning, he mastered the traditional technique and decided to scale the product to share it with a wider audience.
The Product: A Taste of Tradition
Seven United’s offering is distinct from other beverages in the market. It is brewed using sticky rice, a specific local variety available only in the Northeast. The key differentiators are its canned format and its carbonation, making the traditional drink accessible and shelf-stable.
The founder describes the taste profile as uniquely “sweet and then Smokey”. By carefully balancing the sweetness and alcohol levels, Seven United has created a standardized product that blends traditional flavor with global packaging standards, making it unique even when compared to international rice beverages like Japanese sake.
Mutual Prosperity: Impact and Workforce
Seven United maintains a lean core team of seven members, but its impact extends far beyond its internal staff. Recognizing the importance of the traditional brewers, the company has incorporated a strategy of mutual prosperity by outsourcing 40% of its production to local brewers in Tura.
This initiative provides both financial assistance and broader recognition to these village-level artisans, helping them reach an audience beyond their local communities. While only about three brewers are outsourced to during the slower monsoon season, this number swells to between 10 to 20 people during the peak winter period.
Financial Milestones and Strategic Growth
Kenan Marak initially funded the venture by saving his salary from a data entry job, with a first investment of approximately ₹1.09 lakhs. The business recovered this initial revenue within the first few months and has since focused on reinvesting profits back into increasing production capacity.
The company has also secured significant support from government and academic institutions:
- Government Grant: Received ₹2 lakhs from the Government of Meghalaya.
- NIDHI Grant: Secured a ₹10 lakhs grant from IIT Guwahati for research purposes, specifically to develop a standardized culture.
Furthermore, Seven United was recognized as one of the top 25 startups by Prime Meghalaya this year, receiving incubation and guidance from faculty members at institutions like IIM CIP.
Financially, the company is targeting a ₹1 crore revenue this financial year, a significant jump from the previous year’s revenue of ₹30 lakhs.
Vision for Domestic and Global Dominance
Currently, the product is available only offline in wine stores and a few cafes in Tura and Shillong, Meghalaya. However, the founder has a clear, phased strategy for expansion: - Immediate Future (Next Financial Year): Availability across all Northeastern states and select states on the Indian mainland.
- Mid-term (Next 2-3 Years): Expanding to all major cities across India and making the leap into international markets.
For Kenan Marak, Seven United is fundamentally a traditional brand, not just an alcoholic beverage company. Its core mission is to “share this Rich cultural heritage” of the Northeast with the rest of the world. By taking a locally significant product and packaging it for a global stage, Seven United aims to create a lasting legacy for the region’s traditions.
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