Cajuche

Cajuche is a heartfelt tribute to the Goan spirit, created by co-founders Nehal Parekh and Muskan Katyal, whose roots are firmly intertwined with the culture and traditions of the sunshine state. Nehal, a spirited entrepreneur, embarked on his professional journey at the young age of 21 by opening his first liquor store in Panjim in 2018. Known for his strong communication skills and innovative approach, he has dedicated himself to delivering quality and elevating standards within the liquor industry.

Muskan, on the other hand, brings a unique creative edge to the venture, with a background in fashion communication and culinary arts. She currently manages a global trading company distributing imported food products to hotels and restaurants across Goa. Together, their shared love for Goa’s vibrant culture forms the foundation of Cajuche.

The Design Language: Capturing Goa in a Bottle

Cajuche’s packaging reflects the vibrant and playful spirit of Goa. Bold, cheerful colors capture the region’s natural beauty and charm, while each bottle is designed to evoke Goa’s essence. The tagline, “Crafted in Goa, savored everywhere”, alongside the bird illustrated on the label, symbolizes the brand’s mission  to take feni beyond borders and share Goa’s heritage with the world.

A Fresh Approach to an Age-Old Spirit

Breaking away from tradition, Cajuche positions itself as vibrant, fun, and approachable. The aim is to connect with younger generations by embracing fresh ideas that highlight the playful, modern vibe of the brand. This strategy encourages people to explore the unique charm of feni, often stepping out of their comfort zones to experience something new.

Meet the Co-Founder: Nehal Parekh

Nehal Parekh, co-founder of Cajuche Feni, is deeply passionate about Goa’s heritage drinks and is on a mission to reintroduce feni to the world with fresh energy, premium quality, and a touch of fun that resonates with today’s generation. His entrepreneurial journey began with the realization that, despite its centuries-old history, feni was often overlooked or misunderstood. Determined to change this perception, he set out to retell its story in a way that excites people both in Goa and beyond. Guided by the core values of heritage, quality, and creativity, Cajuche sources from skilled local distillers, adheres to traditional methods, and blends authenticity with modern storytelling and mixology innovations.

Milestones and Achievements

Professionally, Cajuche has established itself as a premium, youthful feni brand in record time. Personally, Nehal values the resilience he has developed, adapting to challenges while keeping the vision alive.

Overcoming Challenges

In the early stages, the biggest hurdle was the perception of feni as harsh or outdated. Nehal invested heavily in quality control, modern packaging, and educating consumers. Navigating the liquor industry’s complex regulations was another challenge, overcome through persistence, mentorship, and building strong local relationships.

The Power of Relationships

Networking is central to Cajuche’s growth. From local bar owners to tourism boards, relationships have helped place the brand in the right hands. Nehal’s approach is simple, be genuine, give before you expect, and treat every interaction as a learning opportunity.

Innovation as a Constant

For Cajuche, innovation means experimenting with cocktails, collaborating with mixologists, designing standout packaging, and listening to feedback from both bartenders and customers. Keeping an eye on global trends ensures that fresh ideas flow into the brand’s evolution.

Leadership and Team Spirit

Nehal defines leadership as clarity of vision and trust. Whether it’s distillers or designers, everyone involved understands the brand’s purpose. Open communication, regular check-ins, and celebrating small wins keep the team motivated.

Staying Motivated

When faced with difficulties, Nehal recalls his mission, preserving and promoting a piece of Goan culture. Witnessing someone enjoy feni in a cocktail for the first time or hearing “I didn’t know feni could taste like this” fuels his passion.

Scaling Without Compromise

Growth for Cajuche is strategic and controlled. Distribution expands step-by-step, ensuring partners can maintain quality. Bartenders are trained on the best ways to serve feni, keeping taste and brand experience consistent.

Advice for Aspiring Entrepreneurs

Nehal stresses the importance of belief: “Start with something you truly believe in, because some days, that’s all that keeps you going. Listen to customers, mentors, and the market, and don’t fear experimentation — unexpected ideas can become your strongest USP.”

Looking Ahead

Cajuche’s vision is to make feni a global conversation, with plans to enter major Indian cities, partner with top international bars, and create immersive experiences — from ready-to-drink cocktails to feni-inspired events. The mission: place Goan feni alongside any world-class spirit.