Abhishek Bajaj: The man behind ginger beer
Do you know a well-known ginger beer brand is the brainchild of an entrepreneur from Chandigarh?
3 min read
Abhishek Bajaj. (Express Photo)Many are unaware that the Gunsberg’s can of ginger beer you’re savouring traces its origins back to Chandigarh.
Abhishek Bajaj, a student of English honours at SD College and a resident of Sector 18 Chandigarh, is the founder of the renowned Gunsberg. What began as an idea from a small exhibition in a club has now expanded into a significant factory, supplying to 6000 stores across India and internationally.
How did this idea strike you and when?
The concept emerged while travelling with a friend to Singapore. While browsing at a store, we noticed a range of non-alcoholic drinks absent in the Indian market. Recognising this gap, we aspired to create a healthier alternative to conventional soft drinks in India, birthing Gunsberg. Presently, Gunsberg offers three variants—Ginger Ale, Non-alcoholic Ginger Beer, and Ale of Grapefruit—each infused with fresh ginger juice.
How did this idea translate into Gunsberg?
Before establishing a factory, we conducted a trial run. Using a small semi-automatic machine from Coimbatore, we set up a stall at a 2018 exhibition in a Chandigarh club. Within two days, we sold nearly 3000 bottles, indicating its potential. Subsequently, in 2019, we invested in a state-of-the-art plant producing 15,000 to 20,000 bottles daily, extracting fresh ginger juice and cane sugar, avoiding artificial additives.
So, we’ve heard your local idea has now become a nationwide brand?
Indeed, it’s been an incredible journey. Currently, Gunsberg is available across major Indian cities and even exported to Bhutan. We’ve reached 6000 stores nationwide through our network of 40-plus distributors.
How were you in studies? Do marks matter?
Academically, I was average, more inclined towards music, debating, and acting. I pursued English honours at SD College and later MA Sociology at Panjab University. Additionally, I completed hotel management courses from IHM Goa and IHM Chandigarh. While I briefly pursued Law at Panjab University, I shifted to the business domain.
To students, I would underline the importance of passion over marks; aligning interests with your work leads to excellence.
What can Chandigarh do to retain its talent?
Chandigarh, once lacking opportunities, now thrives in a digitally connected world. Leveraging this connectivity, entrepreneurs like us manage strong supply chains remotely, making it an ideal base. However, traffic congestion mars the essence of this beautiful city and warrants attention.
What support should the government extend to foster startups?
The government could streamline the startup process through a single-window permission system and provide initial tax rebate to help burgeoning businesses, followed by mentorship and support.
How do you unwind?
I prioritise family time, play golf, and travel whenever feasible. Balancing a 14-hour workday overseeing staff, I
find solace in music and long drives.
Your message to budding entrepreneurs?
Stay steadfast in your vision; success is an arduous but rewarding journey. Perseverance amid challenges leads to eventual triumph.
One thing you like and one thing you’d change about Chandigarh?
I cherish the city’s vibrant atmosphere and contented residents. However, the increasing traffic poses a threat to the charm of the ‘city beautiful.’
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