Diageo India breaks ground on The Good Craft Co. Flavour Market in Ponda, Goa

A first-of-its-kind space combining a craft-making hub, nanobrewery, innovation lab, startup incubator, retail hub and craft experience centre, it’s the world’s largest destination dedicated to Indian craft beverages

Diageo India has officially broken ground on The Good Craft Co. Flavour Market, the world’s largest destination dedicated to Indian craft beverages. The new space brings together legacy and innovation in one integrated ecosystem. The project is the latest milestone in Diageo’s commitment to fostering craft, culture, and collaboration through its platform, The Good Craft Co. (TGCC).

Spread across 11 acres amidst Goa’s forests, this dynamic space is equal parts craft hub, innovation lab, and immersive experience centre. From production to exploration, here is everything one will find at TGCC Flavour Market — a destination being built to explore the full spectrum of Indian craft:

• An immersive experience centre and guided tours
• A spice walk and botanical trail, highlighting local terroir and ingredients
• A vault for rare creations, Ponda will house Diageo India’s one-of-a-kind luxury cask programme
• A nanobrewery and micro-distillery for innovation and exploration
• A startup incubator to support emerging founders and F&B disruptors
• A retail destination for bespoke craft liquids
• A craft tasting room to showcase seasonal cocktails and food menus, with exciting chef and mixologist collaborations
• The Academy — a platform for workshops, mentorship and community, offering certified courses in the beverage space

The upcoming site builds on TGCC’s broader mission to spotlight the stories, ingredients, and ideas shaping India’s contemporary craft movement. It follows the success of TGCC’s Flavour Lab in Bangalore — a space that brings the community together through interactive tastings, workshops, and conversations around Indian craft. TGCC Flavour Market in Goa now scales up that vision: a larger, immersive destination where travellers, makers, and curious minds can understand India’s craft beverage culture firsthand.

Vikram Damodaran, Chief Innovation Officer, Diageo India, says, “The Flavour Lab in Bangalore laid the foundation, but with Ponda, we are building something far more ambitious. It’s a dynamic space where different parts of the community can engage with Indian craft in meaningful ways. Whether you are a maker, a chef, an entrepreneur, or just someone who is curious, Ponda has something to offer — and we can’t wait to welcome people to experience it for themselves when we open doors. Under one roof, we are bringing together ideas, people and experiences to explore conscious consumption and hone the future of craft. We are excited to see what takes shape here.”