Business Remedies | Rajshree Upadhyaya | June 19 ,2025 | During the COVID-19 lockdown, an idea sparked in the minds of two hotel management graduates from Pune, Sameer Mirajkar and Viraj Sawant, eventually earning national recognition as India’s first ready-to-drink cocktail brand – In A Can. When the pandemic halted the hospitality industry and bar culture was left in isolation, the duo deeply missed the experience of savoring well-crafted cocktails. While others were content with beer or whisky, Sameer and Viraj craved the sophistication of a balanced drink.
This craving, combined with their hospitality background and passion for beverages, led to the idea of In A Can, a concept that soon transformed India’s cocktail landscape. Inspired by the vision to recreate bar-quality cocktails in a ready-to-drink format, their journey began. They collaborated with renowned bartender and mixology expert Varun Sudhakar – a two-time Diageo Reserve World Class winner and one of India’s most awarded bartenders.
Together, the trio traveled over 15,000 kilometers across three states in nine months, refining recipes, designing eye-catching packaging, and developing a semi-automated can-seamer to ensure smooth production. The result was a premium range of craft cocktails – Gin & Tonic, Vodka Mule, Rum Latte, Whisky Collins, and more. Each 250 ml can came with a nine-month shelf life, a low-calorie formula, and no compromise on flavor.
The Brand Gained Traction in Goa and Uttar Pradesh
The founders showed expertise in everything from taste profiles to unit economics. With each can priced at Rs. 140 and costing about Rs. 55 to produce, the product struck a balance between affordability and indulgence. By early 2022, In A Can had picked up momentum in Goa and Uttar Pradesh. With production based in Goa, they had already achieved revenue of Rs. 60 lakh and a monthly growth of 40%, including Rs. 23 lakh in the last month alone. Backed by a Rs. 1.1 crore friends-and-family funding round at a valuation of Rs. 10 crore, they were ready to take a big leap.
They appeared on Shark Tank India, Season 1, Episode 20, asking for Rs. 50 lakh for 2% equity. The founders presented their vision with confidence and clarity. Their strong branding, solid margins, and scalable model impressed all five sharks – Ashneer Grover, Namita Thapar, Aman Gupta, Anupam Mittal, and Peyush Bansal. In a rare unanimous decision, the sharks offered Rs. 1 crore for 10% equity – a deal that not only validated the founders’ belief in their product but also brought national attention to the brand.
Rise in Popularity and Credibility
After Shark Tank, In A Can experienced a surge in popularity and credibility. Mentions by Namita Thapar on social media and coverage on beverage-focused platforms like Drink Magazine Asia amplified their brand narrative. Their distribution expanded beyond Goa and UP into Maharashtra and Puducherry. By the end of 2023, their valuation reportedly crossed Rs. 80 crore, with operations scaling up and Instagram followers exceeding 20,000.
What sets In A Can apart is not just its convenience but its authenticity and sophistication. These beverages are crafted just like cocktails served in high-end bars, yet come in sleek cans that easily fit in a home refrigerator.
Redefining the Cocktail Experience
The founders didn’t just create a product, they created a category. In A Can was designed with the modern Indian consumer in mind, someone who seeks quality without hassle, style without show, and taste without compromise. From an idea born in lockdown to becoming one of India’s first and most successful ready-to-drink cocktail brands, In A Can is a story of timing, talent, and tenacity.
With a founding team that combines culinary expertise with product innovation and a brand that meets the growing demand for lifestyle convenience, In A Can is not just revolutionizing drinking in India, it is redefining what the cocktail experience means in the 21st century.
Written & Edited By:
Rajshree Upadhyaya
