When we hear “craft beers,” we often think of hoppy IPAs, fruity ales, or experimental stouts—but Rupee Beer is something entirely different. Designed specifically to pair with the bold and rich flavours of South Asian cuisine, it fills a unique niche in the beer world. Van Sharma, alongside his brother, set out to create a beer that celebrates their heritage while offering something fresh to beer lovers. Van’s journey reflects passion, and a deep connection to community—a true testament to blending tradition with the artistry of brewing.
TINDS: Vanit, tell us a bit about yourself, your childhood and your background.
Van Sharma: My name is Vanit, but my family has called me Van since I was a kid. It was also a lot easier for friends and colleagues as I worked with people from diverse backgrounds. I was born in London, in a neighbourhood and area of the city rich with South Asian culture, particularly the Indian Punjabi community.
My parents, who lived in Germany before moving to the UK after the collapse of the Berlin Wall, eventually immigrated to the U.S. and settled in Portland, Maine. They have logged over 50 years in the restaurant business, which influenced much of my upbringing. After high school in Portland, Maine I studied in Boston and later returned to London, where I worked in various corporate sales roles and eventually launched my first start-up which was a network of co-working spaces across different neighborhoods in London from Soho, to Kings Cross, Shoreditch to Canary Wharf.
TINDS: Who founded Rupee Beer and how did the journey begin?
Van Sharma: Rupee Beer is a joint venture between my younger brother and me. Having grown up in the Indian restaurant business our entire lives, we have always been involved with the day-to-day operations of our family business. During the pandemic, my brother in Australia and I in the UK both moved back to the U.S. After we relocated, we identified a market gap for Indian and International beers not being available during the pandemic in America. Gradually, this realisation evolved into a concrete idea, and in 2020, we officially launched Rupee Beer together with the help of British-American craft brewing legend Alan Pugsley.
TINDS: What inspired you to get into the craft beer industry, particularly focusing on South Asian flavours?
Van Sharma: This isn’t my first business venture, but beer is a passion which I have always admired since I was old enough to drink. As a beer connoisseur and avid traveler, I’ve embraced one of Anthony Bourdain’s philosophies: To truly experience a culture when travelling, start with the local lager available on tap. My travels fueled a keen admiration for international imports and domestic craft beers. During COVID, when major beer brands struggled with distribution, our Indian restaurant saw a growing demand from customers for quality beer to pair with meals. Limited options and customer requests sparked the idea to create a beer that’s authentic, unique, and deeply personal to me and my brother—Rupee Beer.
TINDS: Do you have any family history in brewing beers or a connection to the craft?
Van Sharma: My grandfather in Punjab, India, came from a very large agricultural family business, and I grew up hearing stories about him and my uncles and dad always making alcohol from local crops native to Punjab. My dad experimented brewing with local ingredients, which always fascinated me. Travel further inspired my passion for beer along with our family’s restaurant experience.
To bring Rupee Beer to life, we partnered with the brewing legend Alan Pugsley, known as the “Johnny Appleseed of Craft Brewing”. When we pitched the idea of a beer tailored for Indian cuisine, he immediately grasped its potential. Together, we crafted Rupee Beer to perfectly complement South Asian flavors.
TINDS: Can you share some details about the brewing process and what makes Rupee Beer unique?
Van Sharma: Our goal was to craft a beer that pairs perfectly with Indian cuisine— with rich, spicy dishes like creamy and complex curries, alongside naan. Traditional highly carbonated beers often cause discomfort with heavy meals and intensify spice by irritating your tongue’s pain receptors. Rupee Beer solves this with lower carbonation, offering a smoother, more enjoyable drinking experience.
We also incorporate basmati rice, a staple in Asian brewing, for a lighter, refreshing profile and a clean, smooth finish. After extensive research, we created Rupee Beer to enhance the dining experience—designed to complement bold flavors without overpowering them.
TINDS: Are we going to see a Biryani or Butter Chicken flavour since you started off with Basmati rice flavour?
Van Sharma: We’ve received interesting requests, and while we do have exciting products planned for 2025, we’re currently staying focused on our core lineup. This includes the flagship product, Basmati Rice Lager (the blue can), our British Indian IPA (the red can), and our seasonal Mango Wheat Ale (the green can), which is available during the hotter months.
TINDS: How was the name ‘Rupee Beer’ chosen for the brand?
Van Sharma: The name “Rupee Beer” was a practical choice during the legal process. While it wasn’t our top pick, it became the perfect fit. Beyond its simplicity, “Rupee” carries a deep historical significance.
Dating back to Sher Shah Suri, the Sultan who introduced the currency, the Rupee played a pivotal role in South Asia’s development, from creating the longest road to establishing the first postal network. Its influence extended across nearly 20 countries, including the Middle East, where it was once widely used known as the Gulf Rupee. This rich, cross-cultural history of the rupee aligns perfectly with our brand’s vision of blending tradition with a modern, international appeal.
TINDS: How would you describe Rupee Beer’s personality in three words?
Van Sharma: Refined, Cultural, Easy to Enjoy
TINDS: What are some of the biggest challenges you’ve faced while launching Rupee Beer?
Van Sharma: One of our biggest challenges has been navigating the complex U.S. alcohol regulations. Both federal and state governments have their own rules, meaning nationwide distribution isn’t immediate. Each state operates independently, so availability in Texas doesn’t guarantee availability in California. Expanding state by state requires extensive legal work and time. While we’re working on it, expansion is a gradual process that can’t happen overnight.
TINDS: What has been your biggest achievement with Rupee Beer so far?
Van Sharma: One standout moment for me was being the first South Asian beer brand to be sold at Major League American sports events. It was a huge milestone and a proud moment to see people enjoying our beer at a baseball game.
It’s also the little things that really make it special—like when people send us photos of Rupee Beer at their local Trader Joe’s or Indian restaurant. It’s incredible to see how far Rupee has reached. Those personal connections are very meaningful.
TINDS: Tell us one funny story and one sad story you’ve come across while building the brand.
Van Sharma: A funny misconception we encountered was that, because we’re an Indian brand, we only make IPAs. Many Americans at beer festivals would say, “You’re Indian, so you must have an IPA,” associating India with India Pale Ale. In reality, our flagship core product is a lager! Another common misunderstanding is that people think alcohol is banned in India, whereas it’s the third-largest alcohol market in the world. As a Punjabi, alcohol is a big part of our culture’s celebrations.
On the flip side, the startup journey has its tough moments. One of the hardest was when a large shipment of beer tipped over, causing significant product loss. It was heartbreaking, especially since we didn’t have enough stock at the time. Financially, it was a setback, but it also taught us valuable lessons. Watching all that beer go to waste was tough.
TINDS: Where is Rupee Beer available right now?
Van Sharma: Our stronghold is in hundreds of Indian restaurants across the East Coast, so if you’re at your local Indian restaurant, look for us there. We’re also in liquor stores and national chains like Whole Foods, Trader Joe’s, Costco, Total Wine, and many regional and smaller liquor stores. Additionally, we ship to 45 states across the U.S. You can find us at global cuisine restaurants—like Thai and Middle Eastern—across cities like New York, Washington D.C., and Atlanta.
TINDS: If you could share a Rupee Beer with any historical figure or a celebrity, who would it be and why?
Van Sharma: I’ve always admired Barack Obama, especially for the charisma he brought to politics and the way he mobilized an entirely new segment of America and a generation to take more interest in domestic and global politics. I studied political science in undergrad, and one of the reasons was him and the way he was shaping global conversations. I would love to sit down with him, share a pint of beer, and discuss the issues facing the world today. I know he’s a fan of beer, so it would be a fascinating conversation to have a few with him.
TINDS: How do you manage to stand out in a competitive craft beer market?
Van Sharma: The CPG and F&B industries are highly competitive, but we’ve carved out a unique niche by blending Indian cuisine with craft beer and infusing culture into our brand. Our positioning speaks for itself, and we’re proud of the distinct space we’ve created.
TINDS: What are your future goals and aspirations for Rupee Beer?
Van Sharma: We’re grateful for the growing interest in Rupee Beer from around the world, with people asking if it’s available in places like Malaysia and Guyana. Our focus is on global expansion, and we’re excited to soon launch in some new international markets. Our goal is to bring Rupee and our story to more global markets, where beer culture is evolving and people are eager to try new brands.
TINDS: What’s the most surprising thing you’ve learned about the beer industry since starting Rupee Beer?
Van Sharma: One of the biggest surprises has been the legal complexities in the U.S. The alcohol industry operates under a three-tier system, meaning we can’t sell directly to restaurants, grocery stores, or hotels. Everything has to go through a distributor, and the government plays a significant role in the process. It’s a complex system that varies from state to state. For anyone entering the alcohol industry, do your homework—it’s more intricate than many realize.
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