In the heart of Northeast India, a cultural revolution is brewing — quite literally. Amid Meghalaya’s misty hills and verdant valleys, a group of passionate young entrepreneurs are reviving an ancient tradition and giving it a modern twist. At the center of this movement is 7 United, a pioneering venture bottling the rich cultural heritage of Meghalaya into sleek cans of traditional rice beer.
Brewing Heritage: The Origin of a Dream
Rice beer, known locally as “bitchi” among the Garo tribe, has been a staple of Meghalaya’s social and ceremonial life for centuries. It’s more than just a drink — it’s a cultural symbol, often brewed by village women during festivals, family gatherings, and community feasts. But until recently, this beloved indigenous beverage remained confined to rural kitchens and bamboo mugs.
Enter Keenan K Marak, a 25-year-old entrepreneur from Tura in West Garo Hills. What started as a lockdown experiment in his backyard soon transformed into a full-blown mission to bring Meghalaya’s rice beer to a larger audience — while staying true to its roots.
7 United: More Than Just a Brand
Founded during the pandemic, 7 United is more than just a business venture. It’s a cultural preservation project, a startup with soul. Keenan’s vision wasn’t simply to commercialize rice beer but to do it ethically, sustainably, and collaboratively. He partnered with traditional brewers from rural villages, ensuring that their knowledge and craftsmanship formed the heart of the brand.
Each can of 7 United’s rice beer is a celebration of Garo tradition. The drink is brewed using a local sticky rice variety and fermented with wanti, a homemade yeast cake. The concoction is aged in diktoms — earthen pots that are smoked for days to lend the brew its signature earthy aroma.
The Challenge of Going Commercial
Transforming a homemade brew into a shelf-stable, market-ready product wasn’t easy. Keenan invested over ₹2 lakhs of his savings into research and development. He taught himself techniques to ensure pasteurization, carbonation, and alcohol control — all without compromising on the authentic taste.
One of the biggest hurdles? Packaging. Early attempts with canning machines failed multiple times, forcing Keenan to tweak, troubleshoot, and rebuild until the production process was flawless.
What emerged was a sleek white can with eye-catching artwork inspired by Northeast India. With an alcohol content under 11%, the beer retained its traditional essence while now being ready for wider consumption.
Community First: Empowering Indigenous Artisans
What sets 7 United apart isn’t just the product — it’s the people behind it. Keenan works closely with over a dozen local brewers, many of whom are women from marginalized communities. These artisans are not only paid fairly but are recognized for their traditional expertise, something that has often been overlooked or undervalued in the past.
This grassroots collaboration ensures a steady source of income for the villagers while allowing the brand to scale production without diluting its cultural authenticity. It’s a win-win: the economy gets a boost, and heritage lives on.
From Meghalaya to the World
Since its launch, 7 United has created quite a buzz in Meghalaya. During the rice beer brewing season, monthly sales have peaked at over 20,000 cans. The brand has appeared at local cultural events, including Shillong’s popular Cherry Blossom Festival, gaining traction among young consumers eager to reconnect with their roots in a modern way.
The company now plans to expand to other parts of India, starting with Assam, Karnataka, and Goa — states with vibrant food cultures and growing demand for craft beverages. But even as the brand goes national, Keenan insists that the soul of 7 United will always remain in Meghalaya.
The Rise of Indigenous Beverages in India
The success of 7 United is part of a larger trend — the growing appreciation for indigenous and regional food and drinks in India. From Mahua-based spirits in Central India to millet brews in the South, local entrepreneurs are tapping into traditional knowledge to create products that are sustainable, organic, and culturally rich.
As global consumers become more conscious about what they eat and drink, brands like 7 United offer something truly unique — a drink that is not just consumed but experienced.
Final Sip: Tradition in a Can
In a world dominated by mass-produced alcoholic beverages, 7 United’s rice beer is a refreshing change — literally and metaphorically. It tells the story of a people, a land, and a legacy — all packaged in a can. It is a testament to how innovation can go hand in hand with tradition, and how young entrepreneurs can become custodians of culture.
So the next time you’re in Meghalaya, don’t just look for scenic waterfalls and misty hills. Grab a can of rice beer, take a sip, and raise a toast to the folks who are bottling centuries of tradition — one brew at a time.
