At Swarnim Spirits Limited, we believe that the enjoyment of our products must always go hand in hand with responsibility. We are deeply committed to promoting a culture of mindful, responsible consumption across all touchpoints of our business.
Our Commitment
Swarnim Spirits Limited is not merely a beverage company — we are custodians of a culture of celebration. With that responsibility comes a solemn commitment to ensuring that our products are consumed safely, legally, and thoughtfully.
We pledge to conduct our business, marketing, and distribution in ways that actively discourage harmful drinking behaviour, underage consumption, and driving under the influence. This commitment shapes every aspect of how we operate — from how we design our products to how we communicate with our consumers and partners.
Core Principles
We strictly uphold the legal drinking age of 18+ across all operations and refuse to market to or supply minors under any circumstances.
We believe in quality over quantity. Our communications actively promote moderation and the savouring of experience over excessive consumption.
We support community-wide road safety and anti-drink-driving initiatives, partnering with responsible service organisations wherever possible.
We communicate transparently about the effects of alcohol and ensure our messaging never glamorises irresponsible behaviour or excess.
Legal Drinking Age
The legal age for purchase and consumption of alcoholic beverages in India is 18 years (or 21 years in certain states). The purchase, possession, and consumption of our products by individuals below the legal age is strictly prohibited and a punishable offence under applicable state excise laws.
We require all our distribution partners, retailers, and licensed establishments to conduct age verification at the point of sale. Supplying our products to minors is an absolute breach of our distribution agreements and will result in immediate termination of the partnership.
We also urge parents and guardians to maintain open conversations about alcohol with young people and to store alcoholic beverages securely, out of reach of minors.
Responsible Drinking Guidelines
We encourage all consumers of our products to adopt the following responsible drinking practices:
- Drink slowly and savour the experience — premium beverages are crafted for enjoyment, not excess.
- Eat a proper meal before or while drinking to slow alcohol absorption.
- Alternate alcoholic drinks with water or non-alcoholic beverages to stay hydrated.
- Know your limits — everyone's tolerance is different, and it is important to recognise the signs that you have had enough.
- Never mix alcohol with medications without consulting a healthcare professional.
- Avoid drinking in situations where alertness is essential, such as before operating machinery.
- Do not feel pressured to drink — it is always acceptable to decline.
Never Drink & Drive
Drink driving kills. Swarnim Spirits Limited has zero tolerance for drink driving. Even a small amount of alcohol impairs your judgement, reaction time, and coordination. We actively encourage our consumers to plan ahead — designate a sober driver, use public transport, or book a cab before consuming any of our products.
Under the Motor Vehicles Act, 1988, as amended, driving with a Blood Alcohol Concentration (BAC) of more than 30mg per 100ml of blood is a criminal offence in India. Penalties include fines, licence suspension, and imprisonment.
If you see someone about to drink and drive, please intervene. It could save a life.
Vulnerable Groups
Certain groups of people should avoid alcohol entirely or exercise extreme caution. These include:
- Pregnant women: No amount of alcohol has been proven safe during pregnancy. Alcohol consumption during pregnancy can cause serious harm to the developing foetus.
- Individuals with certain medical conditions: Those with liver disease, heart conditions, mental health disorders, or other chronic conditions should consult their doctor before consuming alcohol.
- Individuals on medication: Many medications interact dangerously with alcohol. Always consult a healthcare professional.
- Those in recovery from alcohol dependence: We strongly support the decision to not drink and encourage anyone in recovery to seek ongoing professional support.
- Anyone feeling emotionally vulnerable: Alcohol can exacerbate feelings of depression, anxiety, or stress.
Health Information
Alcohol is a psychoactive substance that affects the brain and body. We believe it is important for our consumers to be informed about the effects of alcohol so they can make responsible choices.
Short-term effects of alcohol consumption include impaired coordination, slowed reaction time, impaired judgement, blurred vision, and in excessive quantities, unconsciousness or alcohol poisoning. Long-term excessive alcohol use is associated with liver disease, cardiovascular disease, neurological damage, and alcohol dependence.
Consuming alcohol in moderation, as part of a balanced lifestyle, is a personal choice made by adults. We respect that choice while emphasising the importance of informed and responsible consumption. If you are concerned about your relationship with alcohol, please seek professional help.
Support Resources
If you or someone you know is struggling with alcohol use, please reach out to qualified support services. The following organisations provide assistance across India:
| Organisation | Focus Area | Contact |
|---|---|---|
| iCall – TISS | Mental health & counselling helpline | 9152987821 |
| NIMHANS Helpline | Substance use & mental health support | 080-46110007 |
| Vandrevala Foundation | 24/7 mental health helpline | 1860-2662-345 |
| Alcoholics Anonymous India | Recovery support groups | aa-india.org |
You are never alone. Seeking help is a sign of strength, and these organisations are equipped to provide confidential, professional, and compassionate support.
Responsible Marketing
Swarnim Spirits Limited is committed to marketing our products responsibly and ethically. Our marketing standards include:
- All marketing and communications are directed exclusively at adults of legal drinking age.
- We do not associate our brands with activities that appeal primarily to minors.
- We never portray our products in ways that suggest they enhance social, sexual, professional, or personal success.
- We do not encourage excessive, rapid, or binge drinking in any of our communications or activations.
- We include responsible drinking messaging across all major brand communications and event activations.
- We comply fully with all applicable advertising standards, regulations, and codes of practice issued by relevant Indian regulatory authorities.
Contact Us
If you have feedback on our responsible drinking commitments, would like to report a concern about underage sales, or wish to learn more about our corporate responsibility initiatives, please contact us:
Raghu Nagar, Near Dabri Mod,
New Delhi — 110045