Malayali Bromance With "Nadan Charayam" Gives Way To New Canadian Booze Brand "Taika"
Arrack, or “Nadan Charyam”, a countryside booze, was once a passion for Malayalis. However, when the AK-Antony-led government put an end to its production in 1996, they were compelled to relinquish their “spirit”.
Now, Kerala”s “Nadan Charyam” has been reincarnated in Canada, with a new brand name Taika. “Taika” is the brainchild of two immigrant Malayali youths, Ajith Padmanabhan and Sajeesh Joseph. It was rolled out in December 2022 and has sold over 500 liters so far.
It all started during the COVID-19 lockdown, when Sajeesh tried to experiment with a recipe inherited from his grandfather. As alcohol brewing for personal use is allowed in Canada, Ajith and Sajeesh considered producing the brew commercially and thus the production of Taika was started.
Ajith, the co-founder of Taika, reveals that Malayalis in Canada make up a significant portion of their customers, while Canadians have also shown interest in the traditional spirit. They use raw fruits, dates, jaggery, and spices to brew their arrack. The company has leased a distillery in Ontario, and production is done on demand. A bottle of 750 ml costs 55 Canadian dollars (approximately Rs 3,350).
The emblem on the bottle of Taika, which reads “Nadan Charyam”, is attracting each Malayali in Canada. The label features an old-style Kerala State Road Transportation Corporation bus, an elephant adorned with a parasol, and coconut trees – all cultural icons of the south Indian state. Additionally, the bottle has ‘Nadan Charyam’ written in Malayalam on it.
Ajith and Sajeesh also have plans to expand the market in Europe and Dubai. They are also considering omni-channel selling. As they were eying on the global market, Taika may possibly return to its homeland Kerala. For that, the duo has already held talks with the Kerala State Beverages Corporation Ltd.
Taika is an artisanal arrack made using an age-old family recipe. It consists of 46% alcohol and is sold online through the e-commerce platform of a local delivery partner.
Even as banned in Kerala, the memories of “Nadan Charayam” has always been with Malayalis with its grave smell and kick.
