Paramjit Nagra

Some ideas seem too bold to work — until they do.

In 2016, Paramjit Nagra took a leap into the unknown. There was no road-map, no “how-to” guide. The idea of an Indian-inspired gin? It was supposed to fail. Too Indian for the British market. Not Indian enough for the South Asian community. But Paramjit wasn’t trying to meet expectations; she was here to break them.

Her vision? To redefine what luxury spirits can be by blending the bold, vibrant flavours of India with the artistry of modern distilling. What began as a passion project became Crazy Gin — home to two groundbreaking creations: Lassi Gin, the world’s first clear lassi gin, and Punjabi Chai Gin, inspired by Paramjit’s grandmother’s traditional chai recipe. These two gins would change the perception of Indian flavours in the luxury spirits market.

Launched by Harvey Nichols, Crazy Gin quickly became a sensation, stocked in Michelin-starred restaurants and some of the UK’s most prestigious venues. People weren’t just drinking gin — they were experiencing a new world of flavour that blended culture, identity, and innovation.

Paramjit’s story is about more than just creating gin — it’s about daring to be different, embracing what makes us unique, and finding strength in blending rather than choosing sides. Where others saw limitations, she saw endless possibilities. And this belief has become the foundation of Crazy Gin, where every bottle tells a story of identity, innovation, and cultural resilience.

But it doesn’t stop there. The lesson she’s learned on this journey is one she shares with others: success isn’t just about the product — it’s about connection. Whether through Crazy Gin or her brand storytelling work, Paramjit helps businesses create emotionally resonant experiences that make their customers feel seen, heard, and valued. Because when we connect with others on a deeper level, that’s where the magic happens.

Paramjit has proved that a British-Indian woman with no industry experience can disrupt an entire market, redefine what luxury looks like, and reshape perceptions of Indian flavours.

Crazy Gin isn’t just a drink.

It’s a story in a glass, a lesson in resilience, and a call to embrace the blend of what makes us whole.